Speaker 1: Hello everyone, and welcome to another episode of Tip Talks Tech.
Speaker 1: Today is going to be a solo episode, and this
Speaker 1: one is going to be called The Lazy Marketers Gied
Speaker 1: to AB Testing. I wanted to talk about this because
Speaker 1: I love a good.
Speaker 2: Test, but as long as it runs itself.
Speaker 1: So I have run so many different A B tests
Speaker 1: in my time as a marketer, because you know, that's
Speaker 1: kind of what you have to do to see what's working.
Speaker 1: But I know a lot of the times it was
Speaker 1: kind of thrust upon me, like, hey, we need such
Speaker 1: and such solution. Can you test out a couple different
Speaker 1: products or see what's working with such and such ads.
Speaker 1: One that specifically stands out in my mind, and I
Speaker 1: think I'll never stop talking about this is when I
Speaker 1: tested different AI systems when I worked on the operation side,
Speaker 1: and just how vastly different they were because they used
Speaker 1: different kinds.
Speaker 2: Of models and one was at the time it was
Speaker 2: a guided conversation.
Speaker 1: The other one was a natural language process and it
Speaker 1: took a lot of training, and so it was just
Speaker 1: like two very different experiences and they had two very
Speaker 1: different results.
Speaker 2: That being said, this episode is for marketers who.
Speaker 1: Want better results, but they only have the energy for
Speaker 1: a halfcafe needed project. If you know, just feel like
Speaker 1: you don't have the time, you're overwhelmed, and you don't
Speaker 1: have the patience for ab tests, this is the episode
Speaker 1: for you because this will give you some tips and
Speaker 1: tricks to be able to do it the lazy girl way.
Speaker 1: So here let's talk about first why ab testing it's
Speaker 1: a bad rap in the first place. So when you
Speaker 1: first think about AB test, what comes to mind is
Speaker 1: lots of spreadsheets, statistical jargon that you may not understand,
Speaker 1: especially with certain platforms. You know, you may you know
Speaker 1: a lot of us we are jacks of all trade.
Speaker 1: We pretty much do it all. But that makes it
Speaker 1: really hard for us to excel in one specific thing.
Speaker 1: And so if we feel like we don't fully understand something,
Speaker 1: that can be a little bit differ cult because it
Speaker 1: almost makes you feel less smart, like you're not understanding it.
Speaker 1: But really you just haven't had the time to dedicate
Speaker 1: to one specific thing.
Speaker 2: And that's fine, So let's talk about that.
Speaker 1: I think that that's what makes it hard is the
Speaker 1: way that people talk about their platforms, the way that
Speaker 1: people talk about the results and what you should be
Speaker 1: looking at and how it can just be assumed that
Speaker 1: you should know these things. Again, you haven't had the time.
Speaker 1: So it doesn't have to be some big, fancy scientific
Speaker 1: thing to do an A B test. It can be
Speaker 1: something really small, and it can be little micro tests.
Speaker 2: You're not trying to publish a research paper here.
Speaker 1: You're really just trying to see which version of whatever
Speaker 1: test you're running is going to be more successful. So,
Speaker 1: like I said, I want to talk about the idea
Speaker 1: of doing micro tests. Think about the fact that there
Speaker 1: is this eighty twenty rule of testing about eighty percent
Speaker 1: of your results from about twenty percent of your effort.
Speaker 1: So I want to introduce you to the lazy marketer mindset,
Speaker 1: or the lazy girl mindset as I like to call it.
Speaker 1: Prioritize what is visible and easy to measure, the things
Speaker 1: that are front and center. So here are a couple
Speaker 1: examples of that. Subject line A versus subject line B
Speaker 1: in an email campaign, headline swap on a landing page,
Speaker 1: two thumbnail images on a social ad like those are
Speaker 1: very small micro things that you can do to start
Speaker 1: getting yourself into the habit of testing, and it's not
Speaker 1: that much effort. You can use chat, GPT for a
Speaker 1: lot of these things. Headline suggestions I do it all
Speaker 1: the time. Help have the tools that you have at
Speaker 1: your fingertips, use those to help you ab test easier
Speaker 1: and with less stress. These are just some small tests
Speaker 1: that take minutes and not meetings. You don't really have
Speaker 1: to consult with a lot of people most of the
Speaker 1: time for these little micro tests, and again it gets
Speaker 1: you in the habit of doing this regularly to see
Speaker 1: what's actually working, what's pushing business forward. Okay, so let's
Speaker 1: talk the lazy testing playbook. I'm going to break it
Speaker 1: into three very simple steps that you can use.
Speaker 2: First, pick the.
Speaker 1: Pain point, find out what is underperforming, what is underwhelming
Speaker 1: on your site? What is the thing that you're trying
Speaker 1: to solve for. Ask yourself, where am I not getting clicks,
Speaker 1: opens or engagement that I want to see? And maybe
Speaker 1: that's the thing that we need to test. Then step
Speaker 1: two is going to be make a tiny tweak or
Speaker 1: a micro test. Only change one little variable of whatever
Speaker 1: it is that you're trying to solve for. So a
Speaker 1: couple quick examples can be differicult to actions. Schedule a
Speaker 1: tour versus book your visits. You could do a property
Speaker 1: photo versus a photo of the actual inside of the unit.
Speaker 1: You could do emojis and subject lines versus no emojis
Speaker 1: and lines and kind of see how that performs. So again,
Speaker 1: just lots of very little things you can do to
Speaker 1: test and see how you can get better engagement with
Speaker 1: whatever it is trying to solve. Third, like I said,
Speaker 1: you can use AI for a lot of this, so
Speaker 1: let the robots do the work for you. You can
Speaker 1: use built in ab features in your tool. For example,
Speaker 1: in email you can use things like HubSpot mail Chimp
Speaker 1: active campaign. For ads, you could use meta Google or LinkedIn.
Speaker 1: You could see, you know, how does LinkedIn stack up
Speaker 1: next to Google. You can use different web features, funnel knock, unbalanced,
Speaker 1: things like that. And the lazy tip that I have
Speaker 1: for you is set the test, walk away, and let
Speaker 1: automation pick the winner.
Speaker 2: That's all you gotta do. Again. Chatgybt is a great
Speaker 2: tool for this.
Speaker 1: You could even do different ais like chatgybt versus Perplexity
Speaker 1: versus you know, grock, whatever's out there. There's so many
Speaker 1: different options for you to choose from, and so many
Speaker 1: tools that can help you do.
Speaker 2: This a lot easier. You're not writing a book.
Speaker 1: So don't worry about, you know, using AI for a
Speaker 1: subject line. It's okay, it's not you're not taking anything
Speaker 1: like It's okay. I would think about too. As you
Speaker 1: are leaning into the results for these campaigns, you can
Speaker 1: use AI to figure out what metrics might be most important,
Speaker 1: and sometimes you may need an additional tool. Like I said,
Speaker 1: I've tested lots of different tools. I've looked into a lot.
Speaker 1: I know sometimes the idea of talking with different sales
Speaker 1: reps can be daunting because, honestly, the follow up that
Speaker 1: is something that used to scare me off as a customer.
Speaker 1: But really, don't let it intimidate you. I think I've
Speaker 1: said this before, but salespeople just kind of want to
Speaker 1: know where you're at. So if they react poorly to
Speaker 1: you deciding not to move forward, that's okay. Be honest,
Speaker 1: and you know that's all you can really do. You
Speaker 1: have to make the choice that's best for your business
Speaker 1: at the end of the day, and whether or not
Speaker 1: a salesperson likes it, I mean that's our job as salespeople.
Speaker 1: They get rejected, they get accepted.
Speaker 2: There's so many different nuances to it.
Speaker 1: It's okay, it's okay, and have if you're going to
Speaker 1: do a comparison in tools, I like to have a
Speaker 1: spreadsheet of just like, these are the features I'm looking for. Again,
Speaker 1: chat JIPT can help you come up with this. These
Speaker 1: are the features that I'm looking for in such and
Speaker 1: such platform.
Speaker 2: What you can ask chat JPT what platform?
Speaker 1: What features should I look for in a PPC provider?
Speaker 1: I mean that's the first thing that comes to my head,
Speaker 1: or a fraud solution or a texting tool, things like that,
Speaker 1: So ask what are those important things?
Speaker 2: What reporting features should I be looking at.
Speaker 1: At the end of your test, I would look at results,
Speaker 1: and it depends on what exactly you're testing, but I
Speaker 1: would look at how did this perform this platform versus
Speaker 1: the other?
Speaker 2: This ad versus the other.
Speaker 1: And one way that I make this a little bit
Speaker 1: easier is I don't do this every day.
Speaker 2: I do this probably.
Speaker 1: One to two times throughout the test throughout the month.
Speaker 1: So for example, if I am looking at the results
Speaker 1: of one ad creative versus another, I look at that
Speaker 1: when I do my monthly reporting. Okay, this I gave
Speaker 1: it a whole month to do what it needed to do.
Speaker 1: Maybe I'll tweak this little thing next month, so that
Speaker 1: gives me a better idea of what I can do.
Speaker 1: Also say, as you're looking at the results, try to
Speaker 1: find business impact. That is one thing your boss is
Speaker 1: going to want to hear if they're asking you to
Speaker 1: do a test, if you're letting them know, I'm going
Speaker 1: to test this thing versus that thing. Okay, how did
Speaker 1: it impact the bottom line? Because that's really what they
Speaker 1: care about, and that's going to show strategic thinking on
Speaker 1: your part as well. It doesn't have to be you know,
Speaker 1: I found this pile of results. It can be just
Speaker 1: a couple things findings that are helping move the business
Speaker 1: forward by testing.
Speaker 2: I don't think. I think most of the time.
Speaker 1: Executive level is okay with testing, as long as you
Speaker 1: learn from your mistakes. So you know something didn't work,
Speaker 1: make sure that you acknowledge that and decide what you're
Speaker 1: going to do better for next time. Maybe neither ab
Speaker 1: option work, that's fine, what's option ce let's think about that.
Speaker 1: I will say I had a test that I ran recently.
Speaker 1: I decided to evaluate some LinkedIn ads that I did,
Speaker 1: and I did one group that was just general audience
Speaker 1: in multifamily, and then I did another that was targeted
Speaker 1: at key companies that we wanted to reach. My expectation
Speaker 1: was that the one with the key companies was going
Speaker 1: to be smaller because that was more targeted, that is,
Speaker 1: it had a little bit less of a budget, was
Speaker 1: spread between different ad creatives. So my thought was, Okay,
Speaker 1: this is not going to perform quite as well because
Speaker 1: it's going to be a smaller audience pool.
Speaker 2: However, boy was I wrong.
Speaker 1: We had, my gosh, more impressions and views and all
Speaker 1: the things, like more big results that I'd ever seen
Speaker 1: on any other ad that we've done. And so I'm like, okay,
Speaker 1: that's crazy. Let me narrow it down even more. And
Speaker 1: the next month I narrowed it down by job position.
Speaker 1: Oh my gosh, that exploded as well. So it was
Speaker 1: really not what I expected to see as far as results,
Speaker 1: but my gosh, I was so pleasantly surprised with the results.
Speaker 1: And so I was able to take that to my
Speaker 1: team show them, Hey, we're getting in front of all
Speaker 1: these companies that we want to be in front of
Speaker 1: and what we're doing is working. And I could see
Speaker 1: from there our website traffic went up, our inbound leads
Speaker 1: went up, and it was really affecting different parts of
Speaker 1: the business in positive ways. So I was really proud
Speaker 1: of that and excited to see how it did. I
Speaker 1: also want to share some lazy testing hacks, so here
Speaker 1: are just a few tips that I think are really helpful.
Speaker 1: If you're looking for a lazy girl test. You can
Speaker 1: repurpose some existing content into new formats. So you could
Speaker 1: turn an email into a post, into a text message,
Speaker 1: et cetera. You can do that. I do a lot
Speaker 1: of that with my content for the companies that I
Speaker 1: market for. I may post something on TikTok, and then
Speaker 1: a few months later I'll post it on LinkedIn, and
Speaker 1: then I might turn that concept into an article. So
Speaker 1: you can try to see, like is this If it's
Speaker 1: performing really well, that might be something that people are
Speaker 1: interested in and I want to reshape and reuse for
Speaker 1: different kinds of content. You can use polls or reactions
Speaker 1: as informal ab tests for yourself just kind of see
Speaker 1: what's working.
Speaker 2: You can keep a testing wins note in.
Speaker 1: Your phone or in a Google doc to just track
Speaker 1: what's working, and even if they're just micro tests, just
Speaker 1: a sentence about it so that you remember, oh, yeah,
Speaker 1: I did test this thing, and this is the result
Speaker 1: that I wanted to see. It doesn't have to be
Speaker 1: pretty unless your boss is asking for it in a
Speaker 1: pretty format. But like, if this is for you, just
Speaker 1: go it in a Google doc. Put a couple sentences
Speaker 1: just so you remember. Don't wait for perfect data or
Speaker 1: for perfect results. Acted on the clear trends on those
Speaker 1: micro tests that you're doing, so that you can see
Speaker 1: this is the direction that I want to go in,
Speaker 1: and it will eventually influence what you plan to do
Speaker 1: in your strategy. It really is a mindset shift. Testing
Speaker 1: does not always equal spreadsheets. It's really just getting curious
Speaker 1: and turning that curiosity into action.
Speaker 2: The goal is not to have a.
Speaker 1: Perfect result or to have necessarily even a clear answer
Speaker 1: on what works best. It's just for making progress towards
Speaker 1: the results that you want to see, towards improvement, towards growth.
Speaker 1: Ab testing it can help you market like a scientist
Speaker 1: and think like a storyteller at the same time, and
Speaker 1: just being able to take that result. And again, as
Speaker 1: I've said so many times, you can use AI to
Speaker 1: help you formulate it. Okay, hey, I saw these results.
Speaker 1: Help me turn this into the most important bits for
Speaker 1: my boss who really cares about ROI, who really cares
Speaker 1: about leads coming in Except so to recap and wrap up,
Speaker 1: Just pick one thing, change one little thing, and let.
Speaker 2: The robots do the hard work for you.
Speaker 1: Run one micro test this week, bonus points if it
Speaker 1: takes you less than five minutes just to do something
Speaker 1: small and start pointing you in the right direction. Please
Speaker 1: please please DM me or tag me with any test
Speaker 1: results that you have, especially if it's an ugly version
Speaker 1: that wins, or like a version that you did not
Speaker 1: expect to do well of whatever it is you're testing.
Speaker 1: Those are always so interesting to me and kind of
Speaker 1: exciting to see, like, hey, I had no idea this
Speaker 1: was going to actually work well, but it did, and
Speaker 1: now I know what's working and we'll go that direction.
Speaker 1: So thank you so much for listening. I so so
Speaker 1: so appreciate it.
Speaker 2: Tune in next week from Wartech Insights. Thanks