Too often we believe something to be true but never bother to test to determine whether it’s our belief or if it’s reality.
An example would be a hotel that raises it’s daily room rates because they believe that will increase revenue. While this might be true, it also might lower revenue (because of less rooms rented). The only way to know if this will work is to test.
The key to testing is you can only test one variable at a time. In the example above, you can’t change the room rate and also change the advertising and know which one caused the change in revenue.
Test by changing one variable at a time and with patience and analysis, you would see remarkable improvement in performance.
Have a great day!