Avoid cognitive biases during optimization

1. Maximize the number of resources available so that you can test a wide range of possibilities and avoid missing non-obvious winners.

2. Use the bottom line of your business as an indicator of the success of an optimization campaign.

3. Avoid coming up with narratives about why a campaign performed in a certain way; instead look at the data points and the number of tests run.

4. Establish rules as to how to act and look at data after running a series of tests.

Instruct your team to not look at singular points of data but the overall success of your test. Tell them to understand and interpret data before further optimizing.

5. Compare the results with your data sets and look for what to do next to improve or mitigate your results.

6. Avoid assessing the success of an optimization campaign simply on the visual aesthetics of the page or landing page.

Ask your team to vote on a specific landing page or CTA without showing them the data. Run this test several times and analyze the results. Test all versions even if they seem unappealing and have a high chance of failing.