Goal before platform
Write down the action you want the customer to take before choosing where to publish. A platform supports the decision; it does not replace it.
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Abdulilah Al-Shumairi
Short ideas to take back to work.
Six practical notes on goals, messages, experiments and decisions. Choose one and test it in your own context.
6 results
Test one change
Changing the audience, message and offer together makes results harder to interpret. Choose one point to learn about.
A number needs a question
Before adding a metric to a report, ask which decision would change if it went up or down.
A promise from the customer’s perspective
Explain what becomes easier or clearer for the customer, instead of only describing what you offer.
A clear next step
Once the visitor is convinced, make the action clear. Do not leave them searching for a way to contact you.
The report is not the finish
End the review with a decision: continue, adjust, or gather more information?