If you want to run more tests, it is critical to understand how to scale your optimization organization. We chatted with Bobby Patterson, Founder and CEO of Optimetrum and former head of the digital analytics and optimization group at Target, a SiteSpect client. He spoke about how companies can benefit from the best practices recommended in his recent post “Building a Testing and Optimization Program: Ingredients for Success.”
What are the top 3 things companies should be doing in order to ramp up their testing?
I recommend these 3 strategies:
How do you set up your team in order to achieve high test volume?
What are best practices for receiving test ideas from different parts of the organization?
A good optimization program will cast a wide net for test ideas. Your testing Program Manager should meet individually with leaders and talk about how testing and optimization can help improve their area of the business. They may end up wanting more than you can deliver, so you’ll need to educate them on the operating model for testing. Always remember to ask if they have people who can help with content, development, or analytics.
What does it mean to test different aspects of your site to leverage all your traffic?
If you want to do a lot of testing, plan to use 100% of traffic from your site in order to run as many tests in parallel as possible. Work with business owners to develop an optimization roadmap that identifies which parts of the site you want to focus on for the upcoming period. Aligning with the broader digital product roadmap is critical to ensuring that you are able to use testing as a way to inform design decisions at the right time.
A common challenge for optimization leaders lies in dealing with many competing priorities. Aligning tests with a roadmap and business priorities will help, but it’s also critical to weigh the potential value of each test and prioritize accordingly. As an example, optimizing entry pages or checkout (for an e-commerce site) may yield significant gains compared to testing secondary areas of your site.
So what is your organization doing to become an optimization organization? We’d love to know! Tell us by leaving a comment below.