Testing is important. We have all been taught that we need to test every element of our campaigns. From the publishers we use to the size of the Submit button on our landing pages – every little nuance can affect conversions and must be optimized and then re-optimized.
But is there such a thing as too much testing?
Alas, no . . .
Even once you optimize an element and improve conversion, you can always improve more. What worked yesterday may not worked tomorrow. A new headline may perform wonderfully. A new hero shot may increase conversions. But, for some reason, when you combine the two, sales may plummet. You must test, re-test, and test again.