Marketing decisions should not be based on internal team members' subjective preferences, such as "I wouldn't click on that." Your team is not your target audience. A culture of A/B testing ideas should always take precedence over personal opinions to avoid a bad marketing environment.

Marketers often overlook the simplest element: the name of the offer, sale, or content piece. A/B testing the title is easier than changing creative or landing pages and can have the biggest impact on actual conversions, not just clicks or opens.

Beyond A/B testing conversion rates, a powerful qualitative test for new messaging is observing if prospects adopt your language. When a customer starts describing their problems using the new framework you introduced (e.g., "revenue leak"), you know it's resonating deeply.

Don't wait for large corporate campaigns to get audience feedback. Marketers should be "religiously" creating content on their personal social channels to micro-test messaging, language, and program ideas. This provides a direct, rapid feedback loop on what the audience actually cares about, enabling content-led innovation.

When testing copy like titles or subject lines, change only a single modifier word (e.g., add "Quick Fix" to "HR Guide"). This isolates the variable, providing clear learnings about what resonates with your audience, unlike testing two completely different sentences where the "why" is unclear.

Instead of guessing the right marketing angle, Paperless Post's co-founder advises creating light copy tests for different positioning statements. This allows online businesses to quickly see what resonates with customers before committing to a larger strategy.

Instead of trying to convince skeptical leadership with a presentation, carve out a small part of your budget to run a real-world test of your creative idea. Present the superior results from your experiment. Data from a live campaign is far more persuasive than a theoretical argument.

Instead of only testing minor changes on a finished product, like button color, use A/B testing early in the development process. This allows you to validate broad behavioral science principles, such as social proof, for your specific challenge before committing to a full build.

Marketers often focus on optimizing creative, landing pages, or automation. However, simply A/B testing the name or title of a content piece, sale, or offer can have the most significant impact on conversions with the least effort.