When you are ‘scientifically testing’; you are testing a hypothesis or idea.
The hypothesis is generally formed around an idea you have and something you want to learn about your customers.
For instance, you might try adding a 10% discount to your products. However, when you sell at a discount, you need to make up for it in more total orders to offset the lower price. So your hypothesis could be as basic as:
We believe that adding a 10% discount to our goods will increase conversion rates by 15% and the net revenue increase will be greater than $10,000. To test this, we will start off by offering a discount on a limited selection of products and echo the discount in the ads and landing pages.
The hypothesis could be based upon a new business milestone: We’ve now sold more than 1 million tickets. We want to test if the credibility of adding “more than 1 million tickets sold” to our ads performs better than our current call to action “Call for quick, personal assistance”.
The possibilities are endless; but here are some ideas to get you started:
- Prices vs discounts
- Geography vs non-geography
- Call to action vs benefits
- Different benefit statements
- Large selection vs custom products
- Pre-qualifications for B2B traffic
- Business credibility vs easy-to-accomplish
- Keyword insertion vs static lines
- Ad customizers vs static lines
- Ad customizers vs ad customizers
- Countdowns vs limited availability
Once you have determined what to test, the next step is determining the scale of the test.