If you’re doing well, it’s easy to fall into the trap of becoming a bit arrogant – you think that what you’re doing has to be right because at the moment, it’s working.

But what about the future?

Instead of guessing at your next step, or just letting it happen, it can pay to be a bit more clinical. So why not embrace a ‘test and learn’ approach?

Put simply, this means being willing to try new approaches, being willing for them to fail, and then being willing to learn from them, tweaking what does work so that it continues to do so. At that point, you’re making changes based on at least some form of data.

It’s never been easier to test and learn – even on your website you can test different forms and content to, for example, optimise click through and conversion rates, and quickly and easily make changes. Testing different ways to do things can enable you to do what you were doing better or come up with new solutions altogether. You’re solving problems and making decisions with data as opposed to guesses.

One thing to beware of though – data from testing is your servant, not your master, so don’t use it as a substitute for thinking. It’s a tool, not an end in itself.

MCM2 provide full-service digital marketing, including, email marketing, pay per click, content, seo, design, web building and strategy.

MCM2 – no nonsense digital marketing agency in Cheshire.