The difference between Test, Measure and Optimize

Doing A / B or multivariate tests with our campaigns, landing pages or even with our entire site is not a luxury, but today it is something fundamental to achieve success on the Internet or improve the one we already have.

There are 3 steps that we must have well differentiated when doing A / B or Multivariate Testing, these steps are "Test", "Measure" and "Optimize".

Test: When we test, we test different elements on our site or in our campaigns to see which ones work best to get visitors to take the actions we expect of them, such as making a purchase, contacting the company, or registering.

Testing involves creating experiments, either in A / B or multivariate format, a good tool to achieve this is the Google Website Optimizer.

Measure: When we measure, what we do is control the activity of visitors within our site, this serves to determine the key factors of success and failure of our campaigns. The objective of measuring is to know what we do well, what we do badly and what we could improve.

One of the most popular and comprehensive tools to measure the activity of our sites is Google Analytics.

Optimize: When we optimize, we not only replace the "losers" of the experiment with the "winners," but we gain something even more valuable: Knowledge.

Each experiment allows us to learn more about our visitors / clients and that knowledge can be applied to practically any activity of the company, both online and offline.

And what do you learn from your experiments? 😉