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.
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.
Experienced marketers know that a good test plan requires a foundation for good hypotheses. When beginning to test, developing a hypothesis can seem like a tedious first step, but it is essential to developing tests that actually move the needle. By testing against what you think will happen, you will prove or disprove assumptions and uncover new truths.
For those familiar with optimization, there’s no doubt about it. Online testing and content targeting are the only sure methods for finding out what your customers respond to on a digital property, and what gets them to convert.
Webtrends Optimize combines a selection of test types that allow clients to identify and target their most valuable customer segments, and then target these specific segments with customized campaigns, offering real-time relevant content.
Our upcoming webinar, “Stop Abandonment and Recover Revenue: Retailer Tips for Online Testing,” is just around the corner, on November 14th! Join testing experts from leading internet retailer, Motorcycle Superstore, to learn how online testing, mobile optimization, and user segmentation can all help lift revenue—not just once, but ongoing as part of an e-commerce growth strategy.