OnlineLabels.com is an industry leader for personal and professional labeling. The manufacturer and ecommerce retailer offers an extensive selection of label configurations, a suite of design tools, and award-winning customer service. It is revolutionizing the labeling industry with resources and services that empower customers to achieve their goals. As part of its strategy, OnlineLabels.com has been a long-standing SiteSpect client. Over the course of years of testing, it has gained key insight into how to truly be a data-driven marketer. We sat down with Steven Leung, Director of Marketing at OnlineLabels.com, to discuss the state of user-testing. More information about the company can be found at OnlineLabels.com.
What does it mean to be a data-driven marketer?
Being a data-driven marketer means actually knowing, versus thinking you know. What you think may be a change for the better, from simple copy changes to complex page overhauls, may not resonate with your visitors. So while the knowledge of your team may be vast, your users’ browsing and shopping habits can be wildly unpredictable. Data makes businesses stronger.
What is fueling the trend behind metrics-driven decision-making today?
It works. Testing allows you to try out a bunch of different variations without significant risk. If a given test doesn’t perform well, evaluate the results and test again until you make progress. When a measurable increase in a KPI or metric of just a few percent can equate to real dollars, it’s important to be 100% confident in your decision.
How has SiteSpect contributed to the success of OnlineLabels.com?
As we’ve grown, SiteSpect has grown and evolved with us. Speaking as one of its first clients, what began as a powerful multivariate testing tool has grown to be an even more robust platform that has been essential to our success. We’ve seen consistent year-over-year growth as a result of the informed decisions we’ve been able to make. Taking a scientific approach and encouraging a team culture of testing and experimentation has allowed us to get to where we are today, and I don’t see that changing any time soon.
What specific aspects of SiteSpect does OnlineLabels.com find valuable?
One of our favorite features is the ability to easily segment our test data. Being able to filter different data points based on order value, browser, and device allows us to spot flaws in variations before we push them live. By identifying outliers early, we know how much trust to put in the data and we can adjust our strategy accordingly.
Another key feature is the ability to track and benchmark site performance, down to the request and user level. With this, we can identify and optimize slow-loading pages with a few simple filter settings.
Do you have any secrets about extracting the most valuable pieces of information from your data?
When it comes to continuously improving our site and shopping experience, it doesn’t matter what any one person may think works the best – whether that’s myself, the marketing team, or even the CEO (sorry, Dave). The customer tells us what works best for them, through the use of specific data points and the bevy of metrics we use to track engagement in the ordering process. We’re really just guessing, it’s the users that guide the direction of our site – and tools like SiteSpect allow us to listen.
Analyzing and filtering your assignment criteria is absolutely crucial in receiving unpolluted data. Bot traffic, unsupported browsers, and traffic from your internal corporate network should be excluded when creating test groups.
Finally, with so much data and information at your disposal, it’s easy to go down a rabbit hole and try to find patterns where there are none. Hone down on your key metrics and focus around those.
What advice do you have for organizations struggling to adopt data-management marketing?
This is a great question, and it’s one that every organization has to ask themselves before making the jump. Committing to a data-driven approach may require some convincing, especially when there’s pushback from those who are so ingrained in traditional marketing philosophies.
My advice is to experiment on every part of your site. Be comfortable making mistakes. With accurate metrics and near real-time test results, you’ll be able to see quickly whether a change is a good idea or not.
There are a number of free and low-cost platforms out there available for multivariate testing. While SiteSpect isn’t the cheapest option out there, it provides us with the flexibility that we need and nothing else out there compares. It works for us and pays for itself many times over.