I’ve discovered – surprisingly – that customer needs don’t vary that widely from industry to industry. The way each industry meets these needs can be unique and specialized; but no matter how you slice it, customers are customers.
Congratulations on being committed to using data instead of HIPPOs (the highest paid person’s opinion) when it comes to your online presence. Making modifications based on test results can generate amazing success – in the case of one insurance industry client, modifications resulted in a 70 percent lift in conversion rates.
Today we will look at what you should expect from good testing tools in your marketing programs and campaigns. In my previous blogs, I showed that: Decision making requires causal relationships. The causal relationships can be found only through carefully performed experimentation, the process that is not that different from the scientific method. I also mentioned at
Moneysupermarket.com won gold from WhichTestWon for running a multivariate test in the Credit Cards channel that looked to better understand visitor behaviour based on gender. Their testing showed that men and women responded differently to the presentation of credit scores when applying for credit.
Is your website optimization program managed by a HIPPO? That is, the Highest Paid Person’s Opinion? If so, you’re likely stuck in a rut of making site changes, analyzing behavior and conversion rates, implementing new changes as a result, analyzing those changes, and so on. Here’s how to get out of the rut.
Consumers expect to be able to interact with companies at any time, from any device. This creates a huge challenge for companies, as well as huge opportunities. This is where the focus lies in the future of Optimization.
Savvy marketers are keen to rack up learnings early and often, and they include online testing as part of their holiday growth strategy. By testing multiple variations of content in a shopping cart, a landing page, or across an entire site as the user moves through the buy flow, retailers can understand what converts to purchase, where users abandon, and why.