Why should you run marketing experiments before investing in big changes to your strategy or approach?

Trick question! Marketing experiments only help if you're making small changes $-$ such as testing email subject lines or button colors. They shouldn't be used to determine major changes to your marketing strategy.

Marketing experiments help you invest your time in proven ideas so that you have data to forecast your big changes will pay off.

Trick question! Not every decision should be made using data. Sometimes your team intuitively knows what will work and that's good enough.

Marketing experiments help you test out a variety of changes all at once so that you can provide two or more audiences drastically different experiences with your brand, and conclude which brand voice and tone resonates the most. That way you only have to change the entirety of your website at once.