If you’re not testing, you’re losing. Period.
No one ever gets it perfect on the first go ’round. The one thing separating the amateurs from the professionals is the ability to make adjustments and to update processes in a way that can make them even more profitable.
The only way to know how to make those changes is by testing. You need to know what’s happening and why all the way from the top of your sales funnel to the very bottom.
If you aren’t consistently striving for improvement based on clues provided by good testing data, you’re not really trying. We’ll never know how many potentially profitable projects never reached their potential simply because the marketer behind them failed to carefully and correctly test different parts of the overall strategy. We can be relatively sure, however, that the number would be very high.
Are you testing? Are you testing where it matters? Are you using the results of that testing to inform your adjustments and activities?
If you answered yes to those three questions you’re on the right track. If you didn’t, it’s time to start taking data acquisition and analysis more seriously.