“Don’t test for testing’s sake”: Why this marketer is taking a hyper-targeted approach to testing and personalization

"Test everything" has become a popular mantra in the marketing world, with marketers everywhere—but perhaps particularly those working in the SaaS sector— encouraged to test absolutely every element of their marketing campaigns, right down to something as small as the shape and size of their call-to-action buttons.“I think it’s quite easy just to test for testing’s sake,” says Sophia Firth, Marketing Manager at Rungway. While Sophia acknowledges she’s been down that route before, conducting A/B tests on extremely granular elements, she also notes that, more often than not, “you're not necessarily learning a lot from those kinds of tests.” She still thinks testing has its place, but that marketers should focus on testing elements of their campaigns that will actually move the needle. Hosted on Acast. See acast.com/privacy for more information.