It’s inevitable: every control will experience fatigue. Even if performance isn’t in rapid decline, without an advanced testing strategy, how can you be sure you’re maximizing ROI? Sadly, while sifting through endless creative/offer/list combinations in search of the next winner, many direct marketers commit one of two testing blunders that drastically hinder performance.
Most direct marketers, if they’re testing at all, do so in an A/B environment. Testing just one unique variable at a time is simple and inexpensive, but industry trends suggest that any given A/B test has only a 15% chance of beating control. It takes months or even years to find minor improvements—meanwhile, you’re neglecting countless winning creative/offer/list combinations.
Multivariate testing is an equally inefficient strategy for beating control. By simultaneously testing umpteen creative/offer/list combinations in a single multivariate test, you greatly increase your chances of finding a winner quickly. However, it’s often prohibitively expensive, especially if you’re burdened by statistical validity requirements. Plus, you’re investing in many combinations you’re not sure will work.
SeQuel’s proven FaQtor Test methodology gives you the best of both A/B and multivariate testing, with none of their downsides. Drawing on the principles of fractional factorial design, we structure every FaQtor Test matrix by strategically choosing which unique creative/offer/list combinations to test at sample volumes. That allows SeQuel’s analysts to measure which variables have the biggest relative impact on performance.
SeQuel’s analysts then extrapolate those relative impacts to accurately index (aka predict) how every possible combination would fare in a full-scale multivariate test. Indexing not only directs you toward winners you didn’t initially test—it also saves you from testing all the losers. In other words, FaQtor Test quickly gives you multivariate-level success rates, for a fraction of the price.