I Hereby Abolish The Word ‘TEST’

That’s right, I will no longer refer to multivariate & split tests as ‘Tests’.  From now on, I declare them ‘CONTESTS’, and here’s why:

Tests are boring.  Tests are work.  Tests require studying, memorization, writing, and a #2 pencil.   I’m done with all that.

On the other hand, CONTESTS are a blast!  It is so much unbelievable fun to get back ‘Contest’ results like this:

Multi-Variate Contest Results

We had a ‘contest’ with 7 different variations of the main headline on the page, and 7 out of 7 beat the control, 5 won by enough to be statistically significant.
The biggest winner (and the one that is now the new control) got 21% more click thrus than the old control!

Tell me that isn’t fun. ;)

See what I’m sayin’?  Contests are fun!  Tests are boring.

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5 Responses to “I Hereby Abolish The Word ‘TEST’”

  1. Hi Andrea, You got excellent results congrats on that. Thank you for sharing them !

  2. Hi Andrea,

    Only you could take something as boring as split testing and make it fun. Good on ya… :)

    P.S. Well done on the improvements of your headline too!

    Mo Mastafa

  3. Nice work on a re-frame here, Andrea.

    Leave it to you to -rightly so- put a positive spin on something people *know* they should do but isn’t perceived as *fun* as… oh say… angry birds ;) so it just never gets done. It’s amazing how perceptions drive behavior isn’t it?

    Now, perhaps I am biased from my years working in higher education, lambasting ‘standardized testing’ as the root of ‘rote learning’ it really is, but I think you could be on to something here…

    What I am curious about, and will see if I can draw up some protocols to trial at some point…

    How would the concept of split-testing as a means of identifying ‘consumer engagement preferences’ when framed as a ‘contest’ as opposed to a ‘test’ change or impact a) the recognition b) perception of value and c) -most importantly- adoption of the methodology?

    Also to compare these results with ‘re-adoption’ rates of veteran marketers who are quite familiar with and have means to, but are not investing the requisite energy into the methodology?

    …just curious, though if anyone wants to divide and conquer on getting some protocols and data around this… I think it has the potential to turn from a fun idea into a market-dialect shift.

    One challenge to adoption would be finding an adequate nomanalization for it. Ex: Would contest become contesting? ‘Contesting’ etymologically makes sense, but as a whole, brings other connotations to overcome. Maybe I’m splitting hairs again ;)

    Now then, back to some ‘split-contesting’ of my own :)

    Ps. Looking forward to our webinar next week. You are one of -if not the- best hosts I’ve ever worked with when presenting. You Rock Andrea!

  4. Andrea,

    This sounds like a whole lot of fun. Amazing results. Can you share some more details on what you did to get such a huge spike in conversion?

  5. That is a very productive idea, turning a “chore” into a fun activity. Well done, as we all acknowledge the importance of “contesting”, we can appreciate this.

    Yuval C.
    Personyze behavioral targeting