“You need a great experimental design that will produce two things: growth and insights,” says Chris Goward, founder and CEO of WiderFunnel, a digital agency focused on conversion optimization. “If you view your optimization program as a strategic method for learning about your customers and prospects—for truly understanding their mindset—rather than a tactical tweaking program, you can take a broader perspective and find the gains in every test.”
No one knows anything until they test. That’s one of the basic truths of the digital world, and it’s a compelling reason for testing everything. When you take that mantra a step further and begin celebrating failures, there are no orphans and, ultimately, everybody wins.