Further proof that given the choice
between trusting intuition and conducting a test,
you should conduct a test
between trusting intuition and conducting a test,
you should conduct a test
Imagine a website inviting you to subscribe to an e-letter. What if you could add a meter showing how many people are subscribing in real time?
Heck, we all know about the bandwagon effect. No need to test that one. Just go for it.
Not so fast. LKR Social Media recently tested two landing pages for its e-letter, identical but for the inclusion of a counter on only one of them. The result? Bandwagon effect, shmandwagon effect. The page without the counter pulled 25% more subscribers.
That’s why we stodgy old direct marketers continue to push testing whenever possible. Your intuition may be good, but it’s wrong more often than you think. If you believe you are the exception or that your intuition is more reliable than the average, you’re mistaken. I suggest getting over yourself before you waste more of your or your clients’ money.
—Steve Cuno
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