How can you ensure consistent testing across all channels?

1 Define your goals and hypotheses

Before you start testing, you need to have a clear idea of what you want to achieve and how you will measure it. What is the main objective of your campaign? What are the key performance indicators (KPIs) that reflect your success? What are the assumptions or questions that you want to test? How will you compare the results across different channels? Having a well-defined goal and hypothesis will help you design your tests, select your variables, and analyze your data.

2 Choose your testing methods and tools

Depending on your goal and hypothesis, you can choose different testing methods and tools to run your cross-channel tests. For example, you can use A/B testing to compare two versions of a creative element, such as a headline, an image, or a call-to-action. You can use multivariate testing to compare multiple combinations of creative elements. You can use split testing to compare different audiences or segments. You can also use tools like Google Optimize, Facebook Experiments, or Optimizely to create and manage your tests across different platforms.

3 Align your creative elements and variables

One of the challenges of cross-channel testing is ensuring that your creative elements and variables are aligned and consistent across different channels. For example, if you are testing a headline, you need to make sure that it fits the character limit and the tone of each channel. If you are testing an image, you need to make sure that it matches the size and the format of each channel. If you are testing a call-to-action, you need to make sure that it is relevant and clear for each channel. You also need to avoid changing too many variables at once, as this can make it difficult to isolate the effects of each one.

5 Apply your learnings and iterate

The final step of cross-channel testing is applying your learnings and iterating your creative strategy. Based on your results, you need to identify what worked and what didn't work across different channels. You need to use your insights to optimize your campaigns, improve your performance, and increase your impact. You also need to keep testing and experimenting with new creative elements, variables, and hypotheses, as cross-channel testing is an ongoing process that can help you stay ahead of the curve.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?