‘Testing and Optimization: How to get that “ultimate lift”’ – ‘MarketingExperiments’ Blog
Joey Taravella says, “What would you rather have: a 32-inch flat screen TV for $100 or a 72-inch flat screen TV for $150? After considering the first 32 inches cost $100, you would probably pay the additional $50 for another 40 inches.
This same principal can be thought of in terms of testing and optimization, with one caveat — you have to buy the 32-inch TV first.
A discovery, not a lift
Many attempting to optimize and test within webpages want big lifts; however here at MECLABS Institute, we always say the goal of a test is not to get a lift but to gain discoveries about customer behavior. This makes sense on face value, but to be honest, when I first heard the expression, I thought to myself, “Well sure, that sounds like a good backstop in case you don’t get a lift.” However, I soon learned that it is more than a backstop or worse — an excuse”.
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