March 2014
Beginner
384 pages
8h 35m
English
Content preview from Lead Generation For Dummies
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Chapter 19
Testing and Optimizing Your Campaigns
In This Chapter
Learning about A/B testing and why it’s important
Understanding what multivariate testing is and how to use it
Conducting your first test
Knowing what to test
All lead-generation campaigns need to be tested. Why? You need to test in order to make your campaigns better over time! Personally, I find testing extremely interesting. Without it, I wouldn’t have insight into my programs and I certainly wouldn’t know what was working and what wasn’t.
A marketing team that doesn’t test often is a marketing team that is blind to what their leads are doing. So what do you do? Build testing into your campaign creation and measurement process, and make sure testing is ingrained in each and every team member’s minds. Each of your marketers should test his campaigns on a regular basis, or you can even have someone on staff who specializes in (or who highly enjoys) testing.
Testing in lead generation and marketing is akin to the scientific method: communicate a question, hypothesize the answer, formulate your predictions, test those ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.