If You Don’t Know, Test
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?
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.”
Giller explains that testing has become a priority at Grist and extends to comparing how different email subject lines and templates as well as home page designs fare against each other. Taking what they’ve learned from testing has led to boosts in email engagement, donations and monthly audiences. Testing, adds Giller, helps you get to know your audience better “and gets you real results on the way to making the world a better place.”
Watch the video and learn how testing can help you figure out what you don’t already know.
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