Internet Marketing Digital_marketing_for_dummies | Page 339

put that knowledge to work. Use your data to make educated decisions about what
changes you should make on the page.
6. If the result of the split test was null, pick your preferred variation.
At this point, if your test has declared no winner from either variation, you can choose
which one you’d like to implement. Use this data to develop a new hypothesis and
create a new test.
7. Use your findings to create new hypotheses and plan future tests.
Optimization is a process. Your latest findings should feed into your future work. Here
is where you can learn from segments, heat maps, or the test proper to develop your
next iteration or fuel a test on a new page.
8. Share your findings.
At the very least, you should send your report over to your boss or client, and to your
colleagues who have a stake in the test. If you want to go above and beyond, you could
even publish your findings as your own primary research. Case studies are valuable
resources that can establish you as an authority in the market and also generate leads
within your market. Turn to Chapters 3, 4, and 6 for more on the value of primary
research and how to implement it.