Daniel Fazio argues that people often stop testing new offers too early because initial failures lead them to assume a channel or offer won’t work. He stresses the need for iterative testing—trying multiple variations—to discover what actually works, and notes that lack of contextual knowledge about what has worked on a channel causes premature abandonment.
Yeah. I feel like the reason why people, they won't ever kind of make a system around it is because if someone engages in something for the first time during a testing period, they don't know if it's going to work. So you have to go through this series of iterations where it's like, try this. Doesn't work. Try this, try this, try this, try this. And then what happens is, if you have no context as to what actually does work on that channel, you just quit it, because you just make the assumption that it's not going to work for you.
