Turn the “Yes, But” of Testing into “Yes, And” for Online Testing

Turn the “Yes, But” of Testing into “Yes, And” for Online Testing

Testing. The mere mention of it sends many in our industry running for the corners and shuddering at the thought. Counter to the deep culture and discipline of testing offline, bad experiences with complex, failed approaches, inconclusive data, inactionable findings and a variety of other “traumas” have led to a haphazard overall industry attitude towards the value and importance of testing in online campaigns.

But testing is what allows us to learn, evaluate, grow and iterate our programs and relationships with our supporters. It not only proves what works better, but frequently, it is a great tool to disprove long-held internal assumptions, e.g. “our donors don’t like XYZ, don’t respond to ABC.” Testing gives organizations data, rather than folklore, to make decisions about campaign direction and how to reach our goals.

So here are some ways to overcome the common obstacles (“yes, buts”) we hear when working with our customers.

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