Plan a test with a clear question
Choose the message, audience, or destination question you want to answer. Keep the comparison understandable and allow enough relevant data before treating a small difference as a reliable result. Test the important customer action before publishing a change.
Use a defined budget, audience, duration, and success measure. Do not expand every format before the first customer path works. Check the destination as well as the message that sends people there.
A fair test
Change a defined part of the message, audience, or page and state the success measure in advance. Account for conversion delay before comparing results. Review the whole path instead of judging one screen in isolation.
Platform attribution and analytics may credit conversions differently. Compare costs and customer records, and state which conversion definition the report uses. Keep reporting focused on decisions the business can make.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities