Why testing shouldn't be confined to the lab

Experimentation is the beating heart of science. It is also responsible for the life-saving vaccinations that are slowly releasing the world from the grips of a global pandemic. But it isn’t just science where experimentation plays such a vital role. More often than not, successful pharma marketing is the result of regular and rigorous testing. So, what does testing mean in a marketing sense? And more importantly, how can you use it to your brand’s advantage?

A TALE OF TWO TESTS

The two most common tests used in marketing are A/B testing, sometimes referred to as ‘split testing’, and multivariate testing. Both can be used to test different versions of landing pages, emails or display ads.

Google Optimize, Optimizely and VWO are just three of the website testing platforms available to marketers, with A/B testing also built into Google Ads and various email marketing platforms to test acquisition content.

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