Learning about Campaign Optimization

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Methodology

An Essential Primer on Full and Fractional Factorial Test Design

What are full and fractional factorial test designs? How do they relate to optimization and what about interactions?
Once you get down and dirty with testing, these questions matter. Whether selecting an optimization platform or trying to thoroughly understand the tests you are building, grasping these concepts will put you in greater control and allow you [...]

How to do efficient optimization

A beginner’s mistake is to test every idea with every test. This is the most obvious way of being efficient. If I can test 50 things in a week, why not?
In my experience, efficiency has more to do with careful test design and doing things right the first time, than trying to test [...]

3 difficult optimization results and what you can learn from them (3 of 3)

Note: This is the third post of a 3 part series, each focusing on one type of test result that is tough to deal with. Read the other 2 articles on highly mixed data and the original page beating the new variations.

Ready for the toughest of all test results? I brought in Widemile’s Chief [...]

3 difficult optimization results and what you can learn from them (2 of 3)

Note: This is the second post of a 3 part series, each focusing on one type of test result that is tough to deal with. Read the first article on highly mixed data.
As an optimization analyst, this is probably the hardest result to bring to a client. Oddly enough, it actually is favorable [...]

3 parts to picking a test page

Alright, so you’re ready to test. You’ve got tools and the skills to design a test. But when optimization begins, where should you start? While we all would love ROI to be the only driving factor in optimization, your resources and reach usually dictate what you end up testing, as well as ROI.
Here’s [...]

1 quick but powerful test design tip

I was going over my testing plans with my boss, Frans Keylard, today and he reminded me of a very powerful rule.
Test if something works before you try variations of it.
In this case, I was testing out two testimonials. They were quite different in the messaging, however, do I even know if testimonials are [...]

Find success in every test: Looking beyond conversion rates

Every test teaches something. Almost every campaign test has the goal of raising conversion rates, but really the power of testing is in answering questions. It is just a happy coincidence that it raises your conversions at the same time.
Here are a few of the questions that can be answered with testing:

Is giving [...]

3 posts on 3 topics

Edit: I fixed all the links in this post.  Copy and pasting is getting the best of me!
I recently came across a few great posts that I enjoyed and wanted to pass onto you all. The first is from Tim Ash, who has written a great book on Landing Page Optimization. One [...]

How to get ideal test conditions (and results)

A big mistake in testing is to overlook variables inside and outside of the test that impact results. In an ideal test, the only variables would be the ones you are testing on your page. That usually isn’t possible though, but as long as you account for them in your analysis, you will [...]

3 steps to quickly make a good multivariate test

Having great testing technology puts a lot of power in your hands. You can test anything and everything you want. However, like any other tool, to use it effectively you have to use it right. There’s a lot of best practices and thought that goes into test design, but following these three [...]