If you’re trying to maximize the performance of your digital marketing campaigns, experimental design goes far beyond the traditional champion. Experimental design massively increases the variables that digital marketers can test simultaneously—product offers, website design, merchandising, messages, incentives, interstitials displayed before or after an expected content page, calls to action, and so on.
Experimentally designed marketing campaigns have been yielding major improvements in direct mail and other physical marketing campaigns for many years. This approach is even more powerful for digital marketing campaigns. Marketers can launch digital campaigns more quickly and can adjust elements and offers to tailor campaigns midstream based on what they learn from customer responses.
It is difficult to predict in consumer behavior based on past data. Part of the power of experimental design lies in the insights gleaned from actual behavior, the predictive power of the insights and the often unexpected results such behavior reveals. By revealing how different customer segments want to search, learn, purchase and engage, experimental design can help an organization launch much higher-performing digital campaigns.