Data or Delusion? Measure What Matters
Lesson 3: Measure your experiment without spiraling into metrics hell.
You launched your experiment. Nice work. 🎉
Now the big question: Did it work?
It’s easy to fall into one of two traps here:
Metrics spiral: drowning in every possible datapoint because it’s available
Gut feel only: “It feels like it worked?”... but you’re not totally sure
The antidote to both? Set your success metrics before you run the test—and stay focused on only those.
🎯 1. Pick Your Primary Metric
Your experiment should have one main metric tied directly to the change you made.
Some examples:
Subject line test → Open rate
Landing page headline → Time on page, form completions
CTA copy → Clickthrough rate
Ad audience targeting → Cost per lead or cost per click
Topic resonance → Number (and quality) of comments on a post
Pick the metric that most clearly answers the question you set out to learn.
⚡ 2. Set a “Good Enough” Threshold
Remember: you’re looking for directional learning, not perfection.
Some simple ways to set thresholds:
“If the open rate increases by 10% over baseline, that's a win.”
“If the CPL drops by 15%, I’ll expand the campaign.”
“If this post gets at least 5 thoughtful comments, I’ll write the full blog post.”
You’re not aiming for p-values or academic rigor. You’re aiming for: Does this signal enough of an improvement to change what I do next?
🔥 3. Know When to Move On
When your small experiment hits your threshold—or even if it misses—you’ve learned something.
Your options:
It worked? Double down. Roll it out bigger.
It didn’t work? Kill it. Move on smarter.
It’s inconclusive? Refine and re-test (maybe).
Small experiments only become powerful when they stack. Don’t let a single test (good or bad) paralyze your momentum.
🧠 Example: Refocused Messaging to Promote My Conference
At SparkToro, we opened super early bird registration for our fall conference, SparkTogether.
Sales were slower than we’d like, and I had a hunch that emphasizing savings could move the needle. So I tested two angles:
“Get the best pricing now!” → 58%
“Get a bulk deal!” → 56%
Not bad, but no clear winner. Then I shifted strategy entirely.
Instead of price, I focused on the experience of SparkTogether. I outlined everything attendees can expect — with the 2024 testimonials to back up each claim:
Unfiltered marketing stories: messy middles, failures, actual revenue figures, and more → "The level of honesty and sharing was unparalleled.”
Genuine connection: no-recordings policy → "Raw and real. The perfect place to get vulnerable and make meaningful connections."
Emotional resonance: almost everyone cried →
”It felt like the world's funnest summer camp & cathartic group therapy.”Community: guided mastermind → “SparkTogether is the conference where you'll learn and grow, laugh and cry, and commiserate and give each other high-fives.”
Open rate? 62% and several tickets sold in the few days that followed.
✅ Signal on what to change: Focus on the differentiators of SparkTogether.
Also, buy a ticket and I’ll buy you a beer in Seattle this October?
🤔 Next week: How to turn these small experiments into bigger marketing bets
…without blowing your budget.
Until then: What metric are you using to measure your latest test? Reply and tell me—I’m curious what’s working for you.
—Amanda
🎧 By the way…
Did you hear about my podcast? It’s called Meme Team. — the weekly show where Sonia Baschez and I break down the marketing logic behind viral moments.
Think: your weekly pop culture digest, but through a marketer’s lens.
📺 Available on YouTube, Spotify, and wherever you get your podcasts.
A sneak peek at this week’s episode:
Duolingo’s bold move to go “AI first”
Rivian’s first national brand campaign
…and whatever breaks the internet next.
Love that example, Amanda! A good reminder to test different different benefits in your marketing to find which one actually moves the needle.