# Transform Data into Business Impact

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## Test continuously

Working at an analytics company, we have no shortage of data to tap into. When our team launches campaigns, we create the iterations we want to test and see what performs best. For our [Guide to Product Metrics](https://mixpanel.com/data-reports/guide-product-metrics/) campaign, we launched three variations of the same banner ad, each with a different colored background, to see what would get the highest click-through-rate. In a few day’s time, the yellow was the clear winner, and we optimized our ad spend towards it. In the next round, we took the yellow and tested different creative elements like adding in a textured background. These kinds of low-risk, high-reward tests can give you valuable insights to take into future work.

## Get feedback, faster

On our recently launched [conversion](https://mixpanel.com/solutions/conversion/) campaign, we had a hypothesis that centering the headline and hero image would help guide the viewer down the page. But we needed data to prove it. So we created a second iteration where the headline and hero were inline at the top, all other elements remaining the same. We had two pages that were on-brief, on-brand, and work we were proud of, no matter the winner. At the start, our control page was the clear frontrunner. But as the test ran, we learned that the variant drove 26% more click-throughs. In just a couple week’s time, our team had the data we needed to optimize our campaign for maximum impact.

## Build a strong brand

While data can significantly help your work’s performance, when done wrong, it can also hurt. The pitfall happens when teams go rogue and cobble all the winning elements from previous tests into one Frankensteined "monster" piece. For brands trying to rise to the ranks of Apple and Google, make sure that whatever you’re testing, you lead with brand first. If something you’re testing feels so off the mark from your brand aesthetic and tone, don’t make it. Don’t test it. Don’t put it into the ether. It might prove beneficial in the short-term, but long-term can hurt your brand reputation.

In this day and age, make data your friend. Test what you’re curious about. Align with cross-functional teams from the start so no rogue tests happen. And stay true to your brand. When done right, data can make your already well-thought-out work that much better.

So the next time you hear, "Put everything above the fold," respond with, "Let’s test it."