Guest Post: Ryan Reynolds
Indexes are handy ways to track and report progress. You can’t beat the Dow Jones Industrial Index to follow the ups and downs of stock prices. Ditto the Consumer Price Index, which compares the cost of goods and services from year to year.
But what if you want to track progress on important social issues? Thanks to troves of data available these days, nonprofits are increasingly using indexes to communicate about their work and their underlying causes.
Do you know which email subject lines work best? How about what will make the home page of your website more likely to get your target audiences to engage? In the latest in our Zero to Ninety series, Chip Giller (@cgiller) founder of the environmental news and commentary website, Grist, says the only way to answer those questions is to test.
The reason: “People don’t always do what we think they’re going to do.” That’s why, he adds, “testing is crucial in every business, including communications.”