There are three types of experimentation that executives have been more open to try; prototyping, simulation, and test group and A/B testing. Prototyping uses trial and error to develop an idea and is tested in different environments until they get close to the results they want. From there, they fine tune it to create the desired results. Simulation allows for better communication within a team and great decision making because it allows for collaborative problem solving. Test group and A/B testing allows a few subjects to be tested on select groups of people and with that data, they can see what customers are more responsive to.
Smart Business Experiments
Smart businesses do small scale experiments so if there are mistakes, they would have not wasted as much money and time if it were a large scale experiment. As it becomes more and more successful, they will grow it. There is a method to test-and-learn so that team members can go back and change the things that they might need to. It is very similar to the scientific method of testing a hypothesis and reaching a conclusion to determine if the hypothesis was correct or not.
Many different scientific studies have been performed and many have different results because of the way they're tested. Not all scientific studies are performed the same because there are different variables that need to be considered and this can lead to different results. For medicines, scientists test animals and single cells but the only way to know how it will effect humans is to test humans. Other factors need to be considered before selling a medicine over the counter, The FDA has determined that at least 2 successful trials need to be completed for it to be considered to sell.
This leads us to consider how well products or services will work in a real market. When testing new ideas, you should have a small focus group and see how well these ideas work and determine if you get there results you want. This can happen through trial and error or through other experimental methods. Trying new things can be dangerous but can also lead to great rewards.
For my team's client, we will come up with positive and negative keywords and routinely check on which ones are getting a higher CTR and also factor CPC to see which ones we should keep or get rid of. We will also change descriptions if we see that one is working better than another and edit the title to appeal to the user. Through experimenting, we will create a great AdWords campaign.
