Field notes / Aaron Peden
What I wish I’d known at the start.
Lessons from ten years of testing—so you can make a more informed next move.
I used to install satellite dishes for a living. Learning digital marketing helped me grow and scale Rocktomic and YourPeptideBrand into two 8-figure companies. After ten years of testing and millions spent on ads, these are the habits I wish I had built earlier.
Instrument before you advertise
A dashboard full of clicks cannot tell you whether the form reached your CRM. Test the real outcome first. Implement and verify tracking →
Match intent before adding traffic
If the visitor wants a specific service and lands on a generic page, more budget compounds the mismatch. Audit your landing page →
Set the loss limit before the test
Know the contribution available to fund acquisition. Decide how much uncertainty you can afford before a campaign starts. Build a bounded paid-search test →
Treat SEO as useful pages plus technical access
A technically clean page still needs to answer the search intent. A useful page still needs to be discoverable. Run the technical SEO checklist →