Test Learn Mindset
digital marketing, as does entrepreneurship often requires a test and learn mentality in this mindset. We take small tests and use the learning to continuously optimize our strategy and marketing tactics. This means we have to be willing to try new things out new called actions, new imagery, new colors, styles channels, etcetera. What worked yesterday may no longer work today. The key, however, is that we don't lose sight of our original goal and we use testing to ensure we are on track, especially especially before becoming more aggressive with making our investment. Having a test and learn mentality also means that we are breaking down the sales process and looking for ways to optimize at different and critical points. Sometimes getting more leads or selling more product or engaging with your client is not about getting more people to the site and more about optimizing specific elements that are on your site. So as we think through ways to optimize our site, it's important to underst...
and and investigate each step in the journey to purchase and identify opportunities for optimization. Let's take a look at the path to purchase from a google search act. To look at opportunities where consumers could fall off the journey 1st. We type in our search term and we find burberry sneakers. We click on the, add, The first question is does the site take too long to load? There could be an opportunity to improve when you click on a site and it takes you to the landing page. So we get to the landing page, there's a landing page, matched the ad and the product that was viewed previously. As I make a couple of choices on the product size or the quantity add to cart and added to the shopping cart. The question is the desired size or color available? Is the appropriate information to make a decision listed on the site? Is the add to cart button? Easy to find. Once I add to cart, naturally I want to go to check out and when I go to check out, I need to know are the desired payment or shipping options available And then finally I'll get to the billing and shipping page. Is the shipping cost too high? The ship timing take too long, our taxes or other fees too much. Are there any other barriers that might exist at this particular step? And as we can see each of those parts of the journey have different things that we would evaluate to help people to not fall off. In this next section, we'll talk about the A. B test, which is a simple testing framework that you can use yourself to improve a variety of these same business factors. You might use a B testing to identify different places. You might optimize the conversion during the checkout process