In this step, you will examine the data you collected, compare the results of your three channel tests and identify a single channel to focus on.

Looking at your test data, assess which channel outperformed the others—and then drop the other two. There is no point in diluting your budget and spending resources on weaker channels.

It is time to focus your growth strategy on the one channel that did the best. This means running more tests in that single channel so you can learn what works and what does not and optimize your tactics.

Nathan walks us through the process.

BACK CONTINUE TO STEP 5



WHAT TO DO NEXT
  1. Review the content provided below.
  2. In the spreadsheet you downloaded in Step 1, open the tab for Step 4 and complete the activities.
  3. Proceed to Step 5 of this playbook.


FURTHER RESOURCES
Unbounce article: What is A/B testing? This straightforward overview gives you the basics of A/B testing. A one-minute read.
Kissmetrics blog: A Beginner’s Guide To A/B Testing: An Introduction This blog goes into more detail and will help you get going with A/B testing.
TELL US WHAT YOU THINK

Help us fit this playbook to your needs as we add new material. Tell us what you loved (and what you didn’t) and what you’d like to see.

Whoever understands the customer best will ultimately own them.
– Steli Efti, Close.io


MARKETING CHANNELS GROWTH INSIGHTS