The concept is drilled into our head over and over to test everything…that “time spent testing is time well spent”.

Don’t mistake me when I say that I agree with this. I truly believe in smart marketing.

I just have one thing to add to that however - few people are willing to write it and fewer are willing to say out loud.

“Not all testing is necessary.”

If you are a small business owner or marketer you probably don’t have a ton of free time - so you have to spend your time wisely if you choose to do any testing at all. So the mantra to “test everything” is really quite unrealistic for the SMB trying to stay afloat.

I appreciate the idea of “left brained marketing”, but at some point you have to use common sense as to when and how you spend your time.

Does it really matter that my headline is cornflower blue instead of teal? You could (and Ive seen it done…) spend months split and multivariate testing that variable…with little to no effect.

Instead, make larger changes. Form placement is a great place to start. Or change the specific call to action or headline copy. These will yield more significant results and give you a better understanding of what works.

Also, If you do the cornflower blue test and you have a significant difference in results it is more likely that other factors are influencing the data…like time of day, marketing campaigns, unexpected traffic, ect. It is possible that your customers truly love teal headlines - but I probably wouldn’t go betting the house on it.

There is a reason we have a right brain, without it we would forever analyze but never take action. Find the most effective way to use your time - and leave the colorful headlines for later.

If you are interested in learning more about our authors, you can choose from the list to the right. Luke Newton has been involved in internet marketing for such companies as Resort Condominiums International, ExactTarget, Watchfire, Wild Birds Ulimited, Carrier, Marsh Supermarkets, and many others. Read more from this author

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