Marketing experiments every growth team should run Every reliable tactic marketers now love, from video content to email marketing and blogging, was once a new experiment that early adopters tested and developed. Creating new marketing strategies is foundational to marketing, helping brands reach new customers and gather data that helps facilitate smarter business decisions. While experimentation isn‘t new, digital marketing offers brands greater flexibility and potential. Let’s look at experiment types, which metrics to track, and how to design experiments across marketing channels to achieve maximum success. Table of Contents What are marketing experiments, and how do they work? The Elements Every Marketing Experiment Needs A/B vs. Multivariate Marketing Experiments Steps to Design and Run Marketing Experiments Common Pitfalls That Break Marketing Experiments Tools to Plan, Run, and Analyze Marketing Experiments Real‑World Marketing Experiment Examples Marketing Experiment Examples by Funnel Stage Frequently Asked Questions About Marketing Experiments What are marketing experiments, and how do they work? Marketing experiments are controlled changes to a marketing message or campaign to improve reach or conversion rates. These tests can be a small, single tweak or a campaign-wide experiment. Successful marketing experiments assess both quantitative data and qualitative factors, and the campaign results directly feed the next iteration of marketing materials. Experiments are a part of step four in the Loop Marketing cycle: evolve in real-time. Here are quick examples of marketing experiments feeding the loop: ...