In the world of optimization, test protocol is the documentation around a test, ideally through its entire lifecycle. Test protocol allows you to immediately and objectively answer why a test was done, what the variables were, how it was administered, what considerations were made, and what the results were. It adds science to testing and helps ensure valid results.
I’m a big fan of the folks and the content at Marketing Experiments. In the past they have elduded to their own test protocol, and they actually go over it in one of their latest webinars. It is definitely worth reviewing. Here’s a rough overview:
- What question is being asked?
- What are the variables?
- What are the metrics?
- How are the results being validated?
- What were the results?
- What is the interpretation?
- What is being tested next?
I can’t speak highly enough of documentation around testing. Test protocol is one of a few methodologies to drive the documentation that will in turn drive long lasting incremental results and a successful optimization campaign.