We apply the HADI cycle throughout the entire process of working with the client.HADI cycles are relevant to startups and other early-stage businesses to save time and money when you need to launch, grow and scale quickly. However, any existing company can use this tool when launching new products/projects or when various changes are required.
In Internet Marketing, any meaningful metric can be used to help measure performance: CR, CPL, CPO, ROI. Using the HADI cycle, it is important to understand which specific business metrics we are trying to improve by testing.Multiple hypotheses can be tested simultaneously using a single HADI cycle. However, it is important to ensure that they differ in efficiency.
It will be difficult to judge which idea was correct if you test two hypotheses to improve the same metric in the same HADI cycle.
Based on the business objectives of the customer, we formulate a set of hypotheses, which we may supplement and modify in the process of refutation/confirmation and depending on the results of the previous formulations. In other words, we create the framework of an advertising campaign with a specific set of channels and platforms, and communications appropriate to the achievement of business objectives.
As the work progresses — that is, as hypotheses are tested as data accumulates — the structure may change, sites may be added and removed, communications and USPs may change, and KPIs may be adjusted. Once the final results are in, the cycle can begin again, with new hypotheses for new purposes.There are two things you need to do before you start working on the test hypothesis:
Evaluation of the results takes place in several stages:
- Identify the conversion target
- Identify the problem and work out the wording of the problem
- After testing the initial hypotheses and accumulating primary data
- In case of changes / adjustments to the strategy (changes in the structure of the advertising campaign), compare before and after
- After one cycle of testing, collect data, analyze, draw conclusions on how effective the built structure was and whether the campaign is ready for scaling and launching the next cycle of testing.
s not confirmed: after the price adjustment, the number of orders decreased and the cost of order acquisition doubled
As you can see from this example, not all hypotheses focus on getting additional advertising dollars to increase the effectiveness of the campaign.As with everything else, it’s important to prioritize your hypotheses at the start of the testing cycle and to act on the ones that seem most relevant at the time — the ones that can be done most easily and that can yield the greatest return for the least amount of resources, such as increasing the size of the “Buy” button on your site.