If you are reading this, you’re probably excited about the possibilities of increasing your sales or lead conversion rate, and overall profitability. I’m excited too, this is an amazing new area of web marketing and the surface has barely been scratched.

Unfortunately, a common tendency is to complete one test and call it “good.” This is a rookie mistake. A true optimization campaign is made up of a battery of tests, some designed to determine best overall creative direction, some to fine tune, and some to provide confirmation.

You should only rarely make conclusions based on a single test. Even if you have a clear winner, it is smart to run at least one identical confirmation test following your first one. This is particularly true if your activity is low (IE low confidence,) or if you know you have some uncontrollable noise factors.