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<v Speaker 1>Hello everyone, and welcome to another episode of Tip Talks Tech.

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<v Speaker 1>Today is going to be a solo episode, and this

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<v Speaker 1>one is going to be called The Lazy Marketers Gied

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<v Speaker 1>to AB Testing. I wanted to talk about this because

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<v Speaker 1>I love a good.

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<v Speaker 2>Test, but as long as it runs itself.

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<v Speaker 1>So I have run so many different A B tests

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<v Speaker 1>in my time as a marketer, because you know, that's

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<v Speaker 1>kind of what you have to do to see what's working.

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<v Speaker 1>But I know a lot of the times it was

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<v Speaker 1>kind of thrust upon me, like, hey, we need such

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<v Speaker 1>and such solution. Can you test out a couple different

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<v Speaker 1>products or see what's working with such and such ads.

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<v Speaker 1>One that specifically stands out in my mind, and I

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<v Speaker 1>think I'll never stop talking about this is when I

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<v Speaker 1>tested different AI systems when I worked on the operation side,

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<v Speaker 1>and just how vastly different they were because they used

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<v Speaker 1>different kinds.

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<v Speaker 2>Of models and one was at the time it was

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<v Speaker 2>a guided conversation.

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<v Speaker 1>The other one was a natural language process and it

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<v Speaker 1>took a lot of training, and so it was just

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<v Speaker 1>like two very different experiences and they had two very

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<v Speaker 1>different results.

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<v Speaker 2>That being said, this episode is for marketers who.

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<v Speaker 1>Want better results, but they only have the energy for

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<v Speaker 1>a halfcafe needed project. If you know, just feel like

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<v Speaker 1>you don't have the time, you're overwhelmed, and you don't

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<v Speaker 1>have the patience for ab tests, this is the episode

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<v Speaker 1>for you because this will give you some tips and

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<v Speaker 1>tricks to be able to do it the lazy girl way.

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<v Speaker 1>So here let's talk about first why ab testing it's

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<v Speaker 1>a bad rap in the first place. So when you

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<v Speaker 1>first think about AB test, what comes to mind is

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<v Speaker 1>lots of spreadsheets, statistical jargon that you may not understand,

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<v Speaker 1>especially with certain platforms. You know, you may you know

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<v Speaker 1>a lot of us we are jacks of all trade.

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<v Speaker 1>We pretty much do it all. But that makes it

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<v Speaker 1>really hard for us to excel in one specific thing.

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<v Speaker 1>And so if we feel like we don't fully understand something,

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<v Speaker 1>that can be a little bit differ cult because it

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<v Speaker 1>almost makes you feel less smart, like you're not understanding it.

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<v Speaker 1>But really you just haven't had the time to dedicate

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<v Speaker 1>to one specific thing.

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<v Speaker 2>And that's fine, So let's talk about that.

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<v Speaker 1>I think that that's what makes it hard is the

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<v Speaker 1>way that people talk about their platforms, the way that

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<v Speaker 1>people talk about the results and what you should be

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<v Speaker 1>looking at and how it can just be assumed that

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<v Speaker 1>you should know these things. Again, you haven't had the time.

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<v Speaker 1>So it doesn't have to be some big, fancy scientific

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<v Speaker 1>thing to do an A B test. It can be

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<v Speaker 1>something really small, and it can be little micro tests.

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<v Speaker 2>You're not trying to publish a research paper here.

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<v Speaker 1>You're really just trying to see which version of whatever

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<v Speaker 1>test you're running is going to be more successful. So,

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<v Speaker 1>like I said, I want to talk about the idea

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<v Speaker 1>of doing micro tests. Think about the fact that there

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<v Speaker 1>is this eighty twenty rule of testing about eighty percent

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<v Speaker 1>of your results from about twenty percent of your effort.

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<v Speaker 1>So I want to introduce you to the lazy marketer mindset,

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<v Speaker 1>or the lazy girl mindset as I like to call it.

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<v Speaker 1>Prioritize what is visible and easy to measure, the things

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<v Speaker 1>that are front and center. So here are a couple

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<v Speaker 1>examples of that. Subject line A versus subject line B

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<v Speaker 1>in an email campaign, headline swap on a landing page,

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<v Speaker 1>two thumbnail images on a social ad like those are

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<v Speaker 1>very small micro things that you can do to start

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<v Speaker 1>getting yourself into the habit of testing, and it's not

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<v Speaker 1>that much effort. You can use chat, GPT for a

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<v Speaker 1>lot of these things. Headline suggestions I do it all

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<v Speaker 1>the time. Help have the tools that you have at

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<v Speaker 1>your fingertips, use those to help you ab test easier

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<v Speaker 1>and with less stress. These are just some small tests

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<v Speaker 1>that take minutes and not meetings. You don't really have

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<v Speaker 1>to consult with a lot of people most of the

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<v Speaker 1>time for these little micro tests, and again it gets

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<v Speaker 1>you in the habit of doing this regularly to see

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<v Speaker 1>what's actually working, what's pushing business forward. Okay, so let's

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<v Speaker 1>talk the lazy testing playbook. I'm going to break it

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<v Speaker 1>into three very simple steps that you can use.

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<v Speaker 2>First, pick the.

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<v Speaker 1>Pain point, find out what is underperforming, what is underwhelming

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<v Speaker 1>on your site? What is the thing that you're trying

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<v Speaker 1>to solve for. Ask yourself, where am I not getting clicks,

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<v Speaker 1>opens or engagement that I want to see? And maybe

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<v Speaker 1>that's the thing that we need to test. Then step

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<v Speaker 1>two is going to be make a tiny tweak or

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<v Speaker 1>a micro test. Only change one little variable of whatever

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<v Speaker 1>it is that you're trying to solve for. So a

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<v Speaker 1>couple quick examples can be differicult to actions. Schedule a

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<v Speaker 1>tour versus book your visits. You could do a property

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<v Speaker 1>photo versus a photo of the actual inside of the unit.

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<v Speaker 1>You could do emojis and subject lines versus no emojis

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<v Speaker 1>and lines and kind of see how that performs. So again,

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<v Speaker 1>just lots of very little things you can do to

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<v Speaker 1>test and see how you can get better engagement with

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<v Speaker 1>whatever it is trying to solve. Third, like I said,

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<v Speaker 1>you can use AI for a lot of this, so

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<v Speaker 1>let the robots do the work for you. You can

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<v Speaker 1>use built in ab features in your tool. For example,

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<v Speaker 1>in email you can use things like HubSpot mail Chimp

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<v Speaker 1>active campaign. For ads, you could use meta Google or LinkedIn.

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<v Speaker 1>You could see, you know, how does LinkedIn stack up

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<v Speaker 1>next to Google. You can use different web features, funnel knock, unbalanced,

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<v Speaker 1>things like that. And the lazy tip that I have

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<v Speaker 1>for you is set the test, walk away, and let

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<v Speaker 1>automation pick the winner.

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<v Speaker 2>That's all you gotta do. Again. Chatgybt is a great

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<v Speaker 2>tool for this.

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<v Speaker 1>You could even do different ais like chatgybt versus Perplexity

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<v Speaker 1>versus you know, grock, whatever's out there. There's so many

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<v Speaker 1>different options for you to choose from, and so many

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<v Speaker 1>tools that can help you do.

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<v Speaker 2>This a lot easier. You're not writing a book.

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<v Speaker 1>So don't worry about, you know, using AI for a

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<v Speaker 1>subject line. It's okay, it's not you're not taking anything

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<v Speaker 1>like It's okay. I would think about too. As you

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<v Speaker 1>are leaning into the results for these campaigns, you can

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<v Speaker 1>use AI to figure out what metrics might be most important,

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<v Speaker 1>and sometimes you may need an additional tool. Like I said,

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<v Speaker 1>I've tested lots of different tools. I've looked into a lot.

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<v Speaker 1>I know sometimes the idea of talking with different sales

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<v Speaker 1>reps can be daunting because, honestly, the follow up that

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<v Speaker 1>is something that used to scare me off as a customer.

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<v Speaker 1>But really, don't let it intimidate you. I think I've

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<v Speaker 1>said this before, but salespeople just kind of want to

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<v Speaker 1>know where you're at. So if they react poorly to

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<v Speaker 1>you deciding not to move forward, that's okay. Be honest,

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<v Speaker 1>and you know that's all you can really do. You

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<v Speaker 1>have to make the choice that's best for your business

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<v Speaker 1>at the end of the day, and whether or not

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<v Speaker 1>a salesperson likes it, I mean that's our job as salespeople.

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<v Speaker 1>They get rejected, they get accepted.

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<v Speaker 2>There's so many different nuances to it.

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<v Speaker 1>It's okay, it's okay, and have if you're going to

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<v Speaker 1>do a comparison in tools, I like to have a

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<v Speaker 1>spreadsheet of just like, these are the features I'm looking for. Again,

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<v Speaker 1>chat JIPT can help you come up with this. These

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<v Speaker 1>are the features that I'm looking for in such and

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<v Speaker 1>such platform.

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<v Speaker 2>What you can ask chat JPT what platform?

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<v Speaker 1>What features should I look for in a PPC provider?

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<v Speaker 1>I mean that's the first thing that comes to my head,

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<v Speaker 1>or a fraud solution or a texting tool, things like that,

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<v Speaker 1>So ask what are those important things?

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<v Speaker 2>What reporting features should I be looking at.

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<v Speaker 1>At the end of your test, I would look at results,

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<v Speaker 1>and it depends on what exactly you're testing, but I

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<v Speaker 1>would look at how did this perform this platform versus

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<v Speaker 1>the other?

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<v Speaker 2>This ad versus the other.

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<v Speaker 1>And one way that I make this a little bit

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<v Speaker 1>easier is I don't do this every day.

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<v Speaker 2>I do this probably.

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<v Speaker 1>One to two times throughout the test throughout the month.

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<v Speaker 1>So for example, if I am looking at the results

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<v Speaker 1>of one ad creative versus another, I look at that

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<v Speaker 1>when I do my monthly reporting. Okay, this I gave

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<v Speaker 1>it a whole month to do what it needed to do.

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<v Speaker 1>Maybe I'll tweak this little thing next month, so that

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<v Speaker 1>gives me a better idea of what I can do.

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<v Speaker 1>Also say, as you're looking at the results, try to

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<v Speaker 1>find business impact. That is one thing your boss is

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<v Speaker 1>going to want to hear if they're asking you to

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<v Speaker 1>do a test, if you're letting them know, I'm going

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<v Speaker 1>to test this thing versus that thing. Okay, how did

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<v Speaker 1>it impact the bottom line? Because that's really what they

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<v Speaker 1>care about, and that's going to show strategic thinking on

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<v Speaker 1>your part as well. It doesn't have to be you know,

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<v Speaker 1>I found this pile of results. It can be just

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<v Speaker 1>a couple things findings that are helping move the business

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<v Speaker 1>forward by testing.

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<v Speaker 2>I don't think. I think most of the time.

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<v Speaker 1>Executive level is okay with testing, as long as you

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<v Speaker 1>learn from your mistakes. So you know something didn't work,

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<v Speaker 1>make sure that you acknowledge that and decide what you're

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<v Speaker 1>going to do better for next time. Maybe neither ab

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<v Speaker 1>option work, that's fine, what's option ce let's think about that.

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<v Speaker 1>I will say I had a test that I ran recently.

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<v Speaker 1>I decided to evaluate some LinkedIn ads that I did,

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<v Speaker 1>and I did one group that was just general audience

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<v Speaker 1>in multifamily, and then I did another that was targeted

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<v Speaker 1>at key companies that we wanted to reach. My expectation

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<v Speaker 1>was that the one with the key companies was going

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<v Speaker 1>to be smaller because that was more targeted, that is,

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<v Speaker 1>it had a little bit less of a budget, was

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<v Speaker 1>spread between different ad creatives. So my thought was, Okay,

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<v Speaker 1>this is not going to perform quite as well because

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<v Speaker 1>it's going to be a smaller audience pool.

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<v Speaker 2>However, boy was I wrong.

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<v Speaker 1>We had, my gosh, more impressions and views and all

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<v Speaker 1>the things, like more big results that I'd ever seen

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<v Speaker 1>on any other ad that we've done. And so I'm like, okay,

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<v Speaker 1>that's crazy. Let me narrow it down even more. And

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<v Speaker 1>the next month I narrowed it down by job position.

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<v Speaker 1>Oh my gosh, that exploded as well. So it was

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<v Speaker 1>really not what I expected to see as far as results,

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<v Speaker 1>but my gosh, I was so pleasantly surprised with the results.

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<v Speaker 1>And so I was able to take that to my

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<v Speaker 1>team show them, Hey, we're getting in front of all

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<v Speaker 1>these companies that we want to be in front of

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<v Speaker 1>and what we're doing is working. And I could see

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<v Speaker 1>from there our website traffic went up, our inbound leads

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<v Speaker 1>went up, and it was really affecting different parts of

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<v Speaker 1>the business in positive ways. So I was really proud

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<v Speaker 1>of that and excited to see how it did. I

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<v Speaker 1>also want to share some lazy testing hacks, so here

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<v Speaker 1>are just a few tips that I think are really helpful.

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<v Speaker 1>If you're looking for a lazy girl test. You can

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<v Speaker 1>repurpose some existing content into new formats. So you could

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<v Speaker 1>turn an email into a post, into a text message,

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<v Speaker 1>et cetera. You can do that. I do a lot

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<v Speaker 1>of that with my content for the companies that I

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<v Speaker 1>market for. I may post something on TikTok, and then

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<v Speaker 1>a few months later I'll post it on LinkedIn, and

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<v Speaker 1>then I might turn that concept into an article. So

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<v Speaker 1>you can try to see, like is this If it's

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<v Speaker 1>performing really well, that might be something that people are

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<v Speaker 1>interested in and I want to reshape and reuse for

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<v Speaker 1>different kinds of content. You can use polls or reactions

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<v Speaker 1>as informal ab tests for yourself just kind of see

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<v Speaker 1>what's working.

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<v Speaker 2>You can keep a testing wins note in.

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<v Speaker 1>Your phone or in a Google doc to just track

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<v Speaker 1>what's working, and even if they're just micro tests, just

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<v Speaker 1>a sentence about it so that you remember, oh, yeah,

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<v Speaker 1>I did test this thing, and this is the result

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<v Speaker 1>that I wanted to see. It doesn't have to be

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<v Speaker 1>pretty unless your boss is asking for it in a

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<v Speaker 1>pretty format. But like, if this is for you, just

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<v Speaker 1>go it in a Google doc. Put a couple sentences

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<v Speaker 1>just so you remember. Don't wait for perfect data or

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<v Speaker 1>for perfect results. Acted on the clear trends on those

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<v Speaker 1>micro tests that you're doing, so that you can see

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<v Speaker 1>this is the direction that I want to go in,

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<v Speaker 1>and it will eventually influence what you plan to do

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<v Speaker 1>in your strategy. It really is a mindset shift. Testing

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<v Speaker 1>does not always equal spreadsheets. It's really just getting curious

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<v Speaker 1>and turning that curiosity into action.

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<v Speaker 2>The goal is not to have a.

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<v Speaker 1>Perfect result or to have necessarily even a clear answer

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<v Speaker 1>on what works best. It's just for making progress towards

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<v Speaker 1>the results that you want to see, towards improvement, towards growth.

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<v Speaker 1>Ab testing it can help you market like a scientist

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<v Speaker 1>and think like a storyteller at the same time, and

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<v Speaker 1>just being able to take that result. And again, as

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<v Speaker 1>I've said so many times, you can use AI to

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<v Speaker 1>help you formulate it. Okay, hey, I saw these results.

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<v Speaker 1>Help me turn this into the most important bits for

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<v Speaker 1>my boss who really cares about ROI, who really cares

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<v Speaker 1>about leads coming in Except so to recap and wrap up,

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<v Speaker 1>Just pick one thing, change one little thing, and let.

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<v Speaker 2>The robots do the hard work for you.

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<v Speaker 1>Run one micro test this week, bonus points if it

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<v Speaker 1>takes you less than five minutes just to do something

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<v Speaker 1>small and start pointing you in the right direction. Please

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<v Speaker 1>please please DM me or tag me with any test

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<v Speaker 1>results that you have, especially if it's an ugly version

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<v Speaker 1>that wins, or like a version that you did not

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<v Speaker 1>expect to do well of whatever it is you're testing.

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<v Speaker 1>Those are always so interesting to me and kind of

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<v Speaker 1>exciting to see, like, hey, I had no idea this

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<v Speaker 1>was going to actually work well, but it did, and

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<v Speaker 1>now I know what's working and we'll go that direction.

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<v Speaker 1>So thank you so much for listening. I so so

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<v Speaker 1>so appreciate it.

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<v Speaker 2>Tune in next week from Wartech Insights. Thanks