{"id":40858,"date":"2018-01-15T14:13:03","date_gmt":"2018-01-15T08:43:03","guid":{"rendered":"http:\/\/vwo.com\/blog\/?p=40858"},"modified":"2026-04-13T11:44:32","modified_gmt":"2026-04-13T06:14:32","slug":"art-stupid-testing-matters-everything-else","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/art-stupid-testing-matters-everything-else\/","title":{"rendered":"The Art of Being Stupid – Why Testing Matters More Than Everything Else"},"content":{"rendered":"\n

Note:<\/strong> This is a guest article written by Tyler Hakes, the strategy director at Optimist, a full-service content marketing agency. He\u2019s spent nearly 10 years helping agencies, startups, and corporate clients achieve sustainable growth through strategic content marketing and SEO. Any and all opinions expressed in the post are Tyler\u2019s.<\/strong><\/em><\/p>\n\n\n\n

Almost 10 years ago, I got my first job in marketing.<\/span><\/p>\n\n\n\n

I was right out of college, and I was eager to prove myself and light the world on fire.<\/span><\/p>\n\n\n\n

Download Free: A\/B Testing Guide<\/em><\/span><\/a><\/h3>\n\n\n\n

Like most people in their early 20s, I was convinced that I knew <\/span>everything<\/span><\/i>. I thought I had all of the solutions to every problem. <\/span>I was a marketing mastermind, of course, because I had managed to get a few hundred people to follow me on Twitter<\/span><\/i>. <\/span><\/p>\n\n\n\n

It didn\u2019t take me long to learn that I didn\u2019t quite have all of the answers. In fact, I had a lot to learn. And it became more important for me to understand what I don\u2019t know and to learn rather than to feel like I already had the answers. <\/span><\/p>\n\n\n\n

Since then, I\u2019ve worked for agencies, corporations, and startups. As a freelancer and agency owner, I\u2019ve done marketing for every kind of company imaginable\u2014from custom hats to apartment rentals. I\u2019ve put together dozens of content marketing strategies and written\/published thousands of articles, ebooks, and landing pages. <\/span><\/p>\n\n\n\n

In all that time, I\u2019ve come to realize something really, really important. <\/span><\/p>\n\n\n\n

I don\u2019t know anything<\/span><\/i>. <\/span><\/p>\n\n\n\n

Sure, I have accumulated a lot of knowledge and skills in the digital marketing space. I understand, at a high level, how things work. And I know, directionally, what the best practices are for achieving results.<\/span><\/p>\n\n\n\n

But when it comes to executing any particular tactic, writing a particular type of content, or advertising to a particular market, each scenario is a little different. What I think will work best is usually wrong. <\/span><\/p>\n\n\n\n

With this realization in mind, I\u2019ve developed a kind of manifesto. It\u2019s a way to remind myself that it\u2019s okay to not have all the answers. It\u2019s okay to be wrong, as long as you commit to finding the right answer eventually. Embrace a testing mentality.<\/span><\/p>\n\n\n

Assume You\u2019re Wrong<\/b><\/h2>\n\n\n

The biggest challenge with having a testing mentality is accepting that you are almost always wrong.<\/span><\/p>\n\n\n\n

Let me say this again:<\/span> You\u2019re wrong. <\/span><\/i><\/p>\n\n\n\n

It can be difficult to swallow. But don\u2019t take it personally. Don\u2019t link your personal worth to your ability to guess which messaging will get the most clicks or which blog post will drive the most social engagement. That\u2019s just silly. <\/span><\/p>\n\n\n\n

This isn\u2019t <\/span>Mad Men<\/span><\/i>. You\u2019re not <\/span>Don Draper<\/span><\/i>. So, don\u2019t spend a million bucks trying to come up with the best idea. We live in a digital age of data. We\u2019re able to track, measure, and test anything and everything that we do in business. There should be no more guesswork.<\/span><\/p>\n\n\n\n

And what we generally consider to be \u201cconventional wisdom\u201d about best practices when it comes to optimization is also generally wrong. (That\u2019s why it\u2019s called \u201cconventional wisdom,\u201d after all.)<\/span><\/p>\n\n\n\n

So, just <\/span>assume that whatever you think is \u201cbest\u201d is probably wrong<\/span><\/a> and that you\u2019ll need to validate any idea you have against cold, hard data.<\/span><\/p>\n\n\n\n

Rather than fight this, I\u2019ve come to embrace it. <\/span><\/p>\n\n\n\n

It\u2019s become a driving force for my work and my business. I assume that I know nothing and that everything\u2014anything\u2014is open for testing. Test, fail and learn. In that order. <\/span><\/p>\n\n\n\n

And instead of taking it personally, I just accept that it\u2019s impossible for someone to know the right answer 100% of the time.<\/span><\/p>\n\n\n\n

As such, it makes <\/span>way <\/span><\/i>more sense to defer to the data whenever possible. <\/span><\/p>\n\n\n

Steal Shamelessly<\/b><\/h2>\n\n\n

Unfortunately, you can\u2019t possibly test every single variable to determine the single best approach, messaging, targeting, or design. <\/span><\/p>\n\n\n\n

But you can get a head start.<\/span><\/p>\n\n\n\n

Begin any testing cycle by looking at companies that test and optimize regularly. Then, <\/span>steal <\/span><\/i>their findings. Rather than starting from square one, begin your own testing with their current best case\u2014the design, ad, or content that they\u2019ve found to be most successful.<\/span><\/p>\n\n\n\n

You can do this in a number of ways.<\/span><\/p>\n\n\n\n

    \n
  1. Look at crowd-sourced A\/B or multivariate test<\/a> communities like <\/span>Be<\/span>have.org<\/span>.<\/span><\/li>\n\n\n\n
  2. Find and read <\/span>success stories on testing<\/span><\/a> outcomes.<\/span><\/li>\n\n\n\n
  3. Visit competitors websites and emulate what they\u2019ve done.<\/span><\/li>\n\n\n\n
  4. Use social media to uncover specific messaging\/positioning\/CTAs used by competitors.<\/span><\/li>\n<\/ol>\n\n\n\n

    For our work on content marketing, we begin any client engagement with an extensive research and competitive analysis process. It\u2019s the foundation of our content marketing strategy\u2014is what we <\/span>already <\/span><\/i>know working for competitors and other companies in the space?<\/span><\/p>\n\n\n\n

    We\u2019re able to gain years (or decades) or knowledge in a matter of weeks. We avoid expensive, time-consuming, and frustrating trial and error by just stealing what works and iterating on it from there. <\/span><\/p>\n\n\n

    Prove Yourself Right (Or Wrong)<\/b><\/h2>\n\n\n

    Once you have learned to not internalize the results and found a base to start with, it\u2019s time to test. <\/span><\/p>\n\n\n\n

    Depending on what it is you\u2019re testing, you\u2019ll want to generate dozens\u2014or hundreds\u2014of variations. Try different colors, placements, layouts, or strategies. <\/span><\/p>\n\n\n\n

    Of course, a tool like VWO will help you execute these tests quickly and measure the results.<\/span><\/p>\n\n\n\n

    Create an experiment sheet that allows you to track each experiment and the outcome of that experiment. Remember to constantly challenge your own assumptions.assume you\u2019re wrong and that you can come up with a variation that works better.<\/span><\/p>\n\n\n\n

    This kind of data-driven testing mentality applies not only to tactical tweaks or changes. You can assume a similar mentality for your entire strategy.<\/span><\/p>\n\n\n\n

    When we work with a new client on content marketing, we make a whole bunch of new assumptions.<\/span><\/p>\n\n\n\n

    Each piece of content that we create serves a <\/span>strategic purpose within our larger framework<\/span>. Because of this, we have a specific goal for that piece\u2014to generate search traffic, to earn links, to generate social shares, and so on. And this is the benchmark that we use to measure our effectiveness. <\/span><\/p>\n\n\n\n

    So, we may begin with an idea about which kinds of content will best accomplish those goals. <\/span><\/p>\n\n\n\n

    But, in most cases, we have never created content in this particular market. We have never tried to build relationships within this particular community. We\u2019re just <\/span>guessing<\/span><\/i> (per our past experience with other clients and other industries). <\/span><\/p>\n\n\n\n

    This means that what we really want to do is try what we think we will work, get the results, and then incorporate that data to help us improve in the future. A lot of times, we\u2019re wrong. If we <\/span>didn\u2019t<\/span><\/i> adopt a testing mentality, then we would just carry on being wrong. <\/span><\/p>\n\n\n\n

    Obviously, this is not ideal. It\u2019s better to be wrong and to learn from that mistake than to be blind to your mistakes. This is why we apply a testing model to everything from our overall strategy to specific, tactical implementation\u2014content flow, calls to action, outreach emails, and so on. <\/span><\/p>\n\n\n\n

    We want to achieve the best results we can, even if it means that we admit we were wrong.<\/span><\/p>\n\n\n\n

    Download Free: A\/B Testing Guide<\/em><\/span><\/a><\/h3>\n\n\n

    Do It All Over Again<\/b><\/h2>\n\n\n

    Think you\u2019ve found the right answer? You\u2019re probably wrong\u2014again. <\/span><\/p>\n\n\n\n

    Any test is only as good as the variations that you\u2019re considering. So, while you may have identified a clear winner <\/span>of those that you\u2019re considering, <\/span><\/i>that doesn\u2019t mean that you\u2019ve objectively identified the best possible solution. <\/span><\/p>\n\n\n\n

    Whatever is working best now could only work half as well as the true best case. And it\u2019s just a matter of time until you hit that particular variation.<\/span><\/p>\n\n\n\n

    It\u2019s the pursuit of continuous improvement. It\u2019s relentless.  <\/span><\/p>\n\n\n\n

    This is the foundational idea behind \u201cgrowth hacking<\/a>,\u201d which is really just a data-driven, experimental approach to growth. It takes trial and error\u2014over and over again\u2014<\/span>ad infinitum<\/span><\/i>. <\/span><\/p>\n\n\n\n

    It\u2019s why many software teams have embraced agile development<\/a> because it allows for iterative progress and improvement rather than investing all of your time and resources into a single window or opportunity. <\/span><\/p>\n\n\n\n

    Testing isn\u2019t just about making small tweaks. It\u2019s about embracing a culture of continuous learning and improvement. It\u2019s about the pursuit of truth, even when it makes you feel stupid.<\/span><\/p>\n\n\n\n

    And it all starts by admitting that you don\u2019t have all the answers.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

    Note: This is a guest article written by Tyler Hakes, the strategy director at Optimist, a full-service content marketing agency. He\u2019s spent nearly 10 years helping agencies, startups, and corporate clients achieve sustainable growth through strategic content marketing and SEO. Any and all opinions expressed in the post are Tyler\u2019s. Almost 10 years ago, I…<\/p>\n","protected":false},"author":144,"featured_media":56119,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":7,"footnotes":""},"categories":[1855],"tags":[],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-40858","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-customer-engagement"],"acf":[],"yoast_head":"\nWhy Testing Matters More Than Everything Else<\/title>\n<meta name=\"description\" content=\"Testing isn\u2019t just about making small tweaks. It\u2019s about embracing a culture of continuous learning and improvement. 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