(un)Common Logic on Client Service: Ongoing Optimizations

In any service business, providing excellence to clients is not a one and done; it's an ongoing commitment. At (un)Common Logic, our approach to client service is rooted in the philosophy of continuous improvement. We don't just deliver solutions; we strive to enhance them constantly. In this blog post, we will delve into our attitude of "always be testing," discuss how we decide what to test and optimize, and shed light on our process of implementing ongoing performance improvements.

Always Be Testing: A Culture of Continuous Improvement

At (un)Common Logic, the mantra "always be testing" is so much more than a slogan; it's our secret to staying ahead of the competition. We understand that the digital marketing landscape is constantly evolving, and what works today might not work tomorrow. Therefore, we have cultivated a culture of experimentation and adaptation with respect to each client’s needs and goals.

Our teams are encouraged to question the status quo, challenge assumptions, and seek innovative solutions. By fostering an environment where testing is not just accepted but celebrated, we ensure that our clients receive services that are not only effective today but also future-proof.

Deciding What to Test/Optimize: Data-Driven Decision Making

Any and all decisions should not be based on gut feelings or assumptions, especially in digital marketing. At (un)Common Logic, we prioritize data-driven decision making. We leverage a variety of analytics tools and technology to gather insights into user behavior, market trends, and performance metrics.

Many advertising platforms (such as Google, Microsoft, Meta, and StackAdapt) offer testing tools or experiments set up within the interface. These tools can be a great place to start testing and will often track the measurements for you. Google Ads, for example, offers a recommendations tab where you can enable an experiment with the press of a button.

When our teams are deciding what to test, they meticulously analyze performance data to identify areas that can be optimized honing in on areas important to that client’s specific business goals. Whether it's refining user interfaces for better engagement or tweaking digital marketing strategies for enhanced conversion rates, every decision is backed by concrete data. This ensures that our optimization efforts are not just shots in the dark but targeted and impactful improvements.

Once the test is set-up, we don’t just let it run its course and forget about it. It is important to do routine checks and measurement reports to determine what is working and what isn’t. The results of the test tell us what is actually moving the needle while also giving the team more ideas of what to test next. See the example scenario below.

Sarah, the owner of a Women’s Shoe store, is gearing up for their Summer Savings Sale in May, conducted both online and in-store. Recognizing the significance of this annual event, Sarah's team at (un)Common Logic plans to run creative testing in February. To ensure focused and effective recommendations, they analyze last year's sales data, evaluating the success of previous strategies, including creative and messaging.

To kick off the experiment, they delve into Google Ads, utilizing the campaign experiment tool to split the budget between two campaigns. The first campaign features bold text, bright colors, and an image of a woman running, while the second opts for less text and showcases a woman wearing sandals in a plaza. After testing for a few weeks to gather sufficient data to evaluate, they find that users convert more with the bold text and vibrant colors. Armed with this insight, they proceed to a second round of testing to further refine their understanding of what works best with the target audience.

Implementing Ongoing Performance Improvements: Strategic Execution

Identifying areas for improvement is only the first step; the real value lies in effective implementation. At (un)Common Logic, we follow a strategic approach to implementing ongoing performance improvements. This involves:

1. Prioritization: We prioritize optimization efforts based on their potential impact on each client’s individual business goals. This ensures that we focus on high-priority areas that align with the client's objectives.
2. Collaboration: Implementing improvements is a collaborative effort involving cross-functional teams. Our experts in design, development, and digital marketing work together seamlessly to execute changes and enhancements.
3. Monitoring and Iteration: Once implemented, we closely monitor the performance of the changes. This iterative process allows us to fine-tune and adjust strategies based on real-time data, ensuring that our clients consistently receive top-notch service.

Pushing Past Target Goals and KPIs

While other agencies strive to just hit target goals and KPIs and then stop, (un)Common Logic keeps testing and optimizing even after we have met our monthly goals. It is ingrained in our standard processes as a forward-thinking approach to operational excellence. Even after meeting targets, ongoing testing is vital to anticipate industry shifts, evolving user behaviors, and emerging trends. This proactive stance ensures that our solutions remain adaptive and resilient in the face of change.

Excellence is not a destination but a journey. At (un)Common Logic, our commitment to ongoing optimizations sets us apart. By embracing a culture of continuous testing, making data-driven decisions, and strategically implementing improvements, we ensure that our clients receive services that not only meet their current needs but also anticipate and adapt to the challenges of tomorrow. As we navigate the ever-changing digital marketing world, our clients can trust us to be at the forefront of innovation, delivering excellence that stands the test of time.

Contact us to talk about your digital marketing challenges and our always be testing approach!