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Step 3: Test, test, test

It’s time to build short, lean mini-campaigns to test out your three top channels.



Watch the video to learn more about designing and running your marketing tests.

After you view the video, complete the activities in your spreadsheet (see below).

BACK CONTINUE TO STEP 4



WHAT TO DO NEXT
  1. Refresh your memory on the content provided below.
  2. In the spreadsheet you downloaded in Step 1, open the tab for Step 3 and complete the activity.
  3. Proceed to Step 4 of this playbook.
AS YOU RUN YOUR TESTS, COLLECT DATA

As you run your tests, collect as much data as you can. Avoid vanity metrics. The key is to quantify your efforts as much as possible so that in Step 4 you can compare your test results and make marketing decisions based on data rather than a best guess.

At a minimum, you need to track:

  1. How many customers the channel would yield
  2. The conversion rate
  3. The CAC
  4. The customer LTV
  5. The amount of time it took to acquire these customers

To learn more about these metrics, see the “Metrics dashboard” tab in your spreadsheet.

Once you start running tests, there are different ways to track the data you collect. Spreadsheets are useful and we provide a template of one in the downloadable activity spreadsheet in this playbook. Other tools you might want to try include Trello, Projects, or customer relationship management (CRM) software.


“Traction is a sign that something is working…Traction trumps everything.”
–Gabriel Weinberg & Justin Mares, Traction


The Growth Marketing Playbook is based on the work of Gabriel Weinberg and Justin Mares in their 2015 book, Traction.