Always Be Testing

Testing just might be the small business marketers greatest tool – and yet, so few take the time to do it at all. The arguments against robust testing are all but gone – cost is not a factor, lack of tools is not a factor and certainly the Internet has made information about testing readily available.

Always Be TestingBryan Eisenberg, author of Always Be Testing, visited with me about this very thing for a recent episode of the Duct Tape Marketing Podcast.

Testing does not have to be an arduous task. You can easily use a free tool like Google Website Optimizer to test the effectiveness of one headline or offer from another. You can add Google Analytics to your web pages to get a better feel for how people view your pages. You can access the workforce of Amazon’s Mechanical Turk or UserTesting.com and get usability testing done on your web pages.

There are more advanced tools such as Omniture’s SiteCatalyst, but as Bryan points out and I agree, figure out a bit about testing and what works with the free tools and then move up to more advanced power tools – it’s likely they will pay for themselves.

AT&TThis episode of the Duct Tape Marketing podcast is brought to you by att.com/onwardsmallbiz. Resources for the small business owner.

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John Jantsch

John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.
  • We’ve tried some A/B testing on a side-project, and the results have been extraordinary.

    Boosting conversions, rather than simply increasing traffic, is like moving from black & white TV to color (and yes, I’m old enough to remember the former!)

  • I have had a chance to use the Google tools, but they were limiting. We have recently moved to Omniture, and although we have had bumps in the road installing it, it has definitely been worth breaking things down granular.

    Great podcast!

  • Good job, John. Looks like a buy another book!

    To other marketers: I recently re-blogged, see comments on last DTM Post, but one of the top ten things that people are looking from a Digital Savvy marketer is “Ability to measure success. Sixty-five percent ranked analytics at the top of their agency wish list.”

    My advice listen to this podcast!

  • I find it difficult to implement the split test and run multiple different pages due to the various factors that need to be taken into consideration. Also with development sites small changes usually take time, thus design site are easier.

    Where would you recommend we go to to learn more about testing

  • We have recently moved to Omniture, and although we have had bumps in the road installing it, it has definitely been worth breaking things down granular.

  • We have recently moved to Omniture, and although we have had bumps in the road installing it, it has definitely been worth breaking things down granular.