Solved: Identifying the Right Professional for Testing Service Demand

Hi there,

Thanks for reaching out. Happy to give you some initial thoughts and guidance on who you should be looking to hire to help you run those experiments with your different services and offerings, and figuring out what resonates with potential customers.

Sorting out the right role...

Okay, so you've got different services, and you want to use things like landing pages, A/B testing, and paid ads to basically run experiments to see which ones get traction and refine them based on actual demand. That's a smart approach – using real-world data rather than just guessing.

You asked about 'growth hacker', 'marketer', or another role. Let's break that down a bit.

A 'growth hacker' is a term that gets thrown around a lot, and honestly, it can mean wildly different things depending on who you ask. It often implies someone who's creative and finds unconventional ways to grow, but it doesn't necessarily guarantee they have the specific technical skills you've described. They might be great at finding viral loops or email tactics, but not necessarily running sophisticated paid ad campaigns or setting up rigorous A/B tests on landing pages.

A general 'marketer' is also quite broad. You could hire a brilliant brand marketer, a content specialist, or a social media manager, but none of those roles automatically come with expertise in paid advertising, landing page optimisation, or A/B testing. A good marketer understands the customer and messaging, but the actual execution of performance experiments is a very specific skillset.

Based on the specific tasks you listed – running experiments with landing pages, A/B testing, and paid ads – you're really looking for a specialist in performance marketing, sometimes called a paid advertising specialist, but crucially, one with a strong focus on conversion rate optimisation (CRO).

What skills are actually needed?

Let's talk about the core skills this person needs to have to achieve your goal of refining offerings based on demand:

First up, Paid Advertising. This is fundamental because you need a controlled way to get targeted traffic to your landing pages. Just building pages isn't enough; you need eyeballs, and you need the *right* eyeballs. This person needs to know how to set up and manage campaigns on platforms relevant to your target audience – could be Google Search Ads if people are actively looking for your services, or Meta Ads (Facebook/Instagram) if you need to reach them based on interests or demographics. They need to understand targeting, bidding, ad copy, and creative to make sure the traffic coming to your pages is relevant to what you're testing.

Next, Landing Page Creation & Optimisation. This isn't just about building a pretty page. It's about creating pages designed with a single goal in mind: conversion. They need to understand persuasive copy (often working with a copywriter or being able to write it themselves), layout, calls to action, and user experience specifically for getting someone to take a desired action (like sign up, request info, or whatever your test goal is). They need to be able to set these up efficiently, potentially using tools like Unbounce, Leadpages, or even just optimising pages on your existing website platform.

Then there's A/B Testing. This is crucial for running *experiments*. It's not enough to just launch one page; you need to test variations. Does headline A perform better than headline B? Does button colour X get more clicks than button colour Y? Does offering a free trial versus a demo change conversion rates? This person needs to know how to set up these tests correctly using tools (like Google Optimize, Optimizely, or built into ad platforms), ensure sufficient traffic for statistically significant results, and most importantly, interpret the data accurately. You don't want to make decisions based on flaky test results.

And underpinning all of this is Analytics and Data Interpretation. They need to be comfortable digging into data from ad platforms, website analytics (like Google Analytics), and testing tools. They need to track metrics like click-through rate (CTR), cost per click (CPC), conversion rate (CVR), and cost per acquisition (CPA). They need to identify where users are dropping off and understand *why*. This data is what tells you which offerings, messaging, or page variations are performing best.

Finally, tying it all together is the focus on Conversion Rate Optimisation (CRO). This is the mindset. It's not just about getting traffic; it's about getting that traffic to *convert* into leads or customers at the highest possible rate. This person is constantly looking for ways to improve that conversion funnel, using tests and data to guide their decisions.

Putting it all together for your offerings...

So, someone with these skills would approach your goal like this: You have a few different services or variations of an offering you want to test. They would help you define what success looks like for each test (e.g., sign-ups, info requests, lead form submissions). Then, they'd build specific landing pages tailored to each offering or variation you want to test. They'd set up paid ad campaigns to drive relevant traffic to these specific landing pages. Using A/B testing, they could pit different pages or elements against each other. By tracking performance through analytics, they can see which offering/messaging combination leads to the best results (highest conversion rate, lowest cost per lead, etc.). This data then directly informs you which offerings have the most demand and how to position them effectively.

It's a continuous cycle: Define test -> Build pages -> Drive traffic -> Measure results -> Analyse -> Refine -> Repeat. This is teh sort of thing you'd need someone whose done it before for.

So, who is this person?

The title you're probably looking for is something like:

• Performance Marketing Manager/Specialist
• Paid Media Specialist
• Digital Advertising Analyst/Specialist
• Growth Marketing Specialist (if defined narrowly to include paid acquisition & CRO)

Quick overview of the recommended solution

Here’s a quick look at the role and what they’d focus on for you:

Why expertise matters and next steps...

Getting this right can be tricky and requires someone who's done it before to avoid just burning through ad budget on tests that aren't set up properly or interpreted correctly. An expert can look at your specific offerings and goals and help map out the most effective testing strategy, ensuring you get meaningful results from your experiments.

If you'd like to chat through your specific situation in more detail, we're happy to jump on a free consultation call to give you some more tailored advice. Just let us know.

Regards,
Team @ Lukas Holschuh