March 4th, 2014 | 1 MIN READ

We Tried That...And It Didn't Work

Written by author_profile_images Linda Bustos

Linda is an ecommerce industry analyst and consultant specializing in conversion optimization and digital transformation.

Unfortunately, this is a phrase that has killed many could-be great marketing activities.

It happens with advertising channels:

"We tried PPC, it didn’t work."

It happens with customer experience channels:

"We tried a mobile app, it didn’t work."

It happens with social:

"We had a blog, it didn’t work."

And it happens a lot in A/B testing:

"We tried a security seal. It didn’t work." (Hint: It matters where your security seal is placed – is it placed in your footer menu or beside the credit card input field where the customer experiences the most anxiety? Or are you such a strong brand that a security seal is unnecessary in the first place?)

What’s worse, some marketers fail to blame their strategies, and instead blame the tools. We tried A/B testing, we didn’t get good results, therefore the testing software doesn’t work!

The danger in reliance on ROI

We care about return on investment because we think it helps us divert money away from “bad” marketing activities so there’s more for “good.”

If you’re driven by data alone, without investigating why numbers are as less-than-awesome, you risk killing or starving entire channels, campaigns, strategies, tactics that could be resuscitated with optimization efforts.

Are you pulling the trigger too soon?

Share on


Thanks for signing up!

You'll receive a welcome email shortly.

By submitting this you agree with our privacy policy.