Take bigger swings
The speaker advocates for making bold, significant changes when testing in marketing and business rather than small incremental tweaks. Big swings involve testing entirely new page structures, funnel architectures, and creative formats rather than minor optimizations like headline changes.
Summary
The speaker emphasizes that effective testing requires taking 'bigger swings' across split testing, new funnels, and creative development. Using split testing as a primary example, they explain that while the biggest needle movers are typically above-the-fold elements like headlines, sub-headlines, and images, the value of testing depends on business scale. For high-spend operations spending $100K daily, a small EPC improvement from a new headline test is worthwhile. However, for smaller operations spending a few hundred to a thousand dollars daily, minor headline changes don't constitute meaningful swings. The speaker argues that truly big swings involve fundamentally restructuring pages, testing different funnel architectures entirely, and experimenting with brand new creative formats that haven't been seen elsewhere on the internet. While acknowledging their preference for scientific methodology, the speaker contends that business reality isn't perfect—particularly when a business isn't performing well—making it essential to test substantial structural and creative changes rather than minor optimizations.
Key Insights
- The speaker claims that above-the-fold elements like headlines, sub-headlines, and first images are typically the biggest needle movers in page testing
- The speaker argues that a 50 cent EPC improvement from headline testing is valuable at $100K daily spend but not meaningful at $1K daily spend
- The speaker contends that when business performance is poor, testing minor elements like headlines is insufficient and requires testing fundamentally different page structures instead
- The speaker claims that truly big swings involve testing entirely new creative formats that haven't been seen anywhere on the internet
- The speaker asserts that despite preferring scientific methodology, business reality necessitates abandoning perfectionism in favor of bold structural experimentation
Topics
Transcript
[0:00] Just take bigger swings. So, this is true of split testing, this is true of new funnels, of new creatives, of anything new that you're testing. Best example of this would actually [music] be split testing. Any page that you're testing, the biggest needle mover typically is going to be whatever is above the fold, which is going to be the headline, sub-headline, that first image. Let's say you try testing a new headline. Is that a big swing? Well, if you're spending like a 100K a day and you test a new headline and it gets like 50 cent higher EPC, that's really valuable. But, if you're spending a few hundred bucks a day, even like a thousand…
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