Hi Readers! I’ve not been posting lately, which is sad. I’ll try to get back on the horse in 2014 😉
What I have been up to is a fun video interview and podcast with Alex Harris of the Marketing Optimization podcast series. In it, we discuss my framework of the 5 ingredients of a world-class testing hypothesis. Better yet, we do live optimization on landing page designs, showing you how to use the framework on your site pages!
And, if you’re the podcast-listening sort, make sure to subscribe to the Marketing Optimization podcast on iTunes, which features a new podcast with a digital marketing expert every week!
I recently had a young Optimizer ask me, “How do you turn analytics data into a hypothesis?” My answer was probably unexpected: “You don’t.” My curt answer was meant to alert this young pup that a single input isn’t enough to form the basis of a good marketing hypothesis.
Today’s post will overview what I believe are the 5 key ingredients of a great marketing hypothesis. Plenty of posts I’ve read have instructed you how to leverage the Scientific Method to write a Conversion Optimization hypothesis. They usually instruct you to make sure it’s provable/disprovable, clearly stated, based on a specific Key Performance Indicator, etc.
This is all good advice, but assuming you know all that, I want to cover the inputs. These inputs, IMO, are the difference between a legitimate hypothesis and a world class hypothesis. Some of these 5 key inputs are probably obvious, but a few may have evaded you. Or, perhaps you thought it was “uncool” to have them as inputs?