Part 3: Bargaining, Depression, and the Continued Need for Testing
If you’ve been following this blog series, you know in a tongue-in-cheek way, we’ve likened the emotions Google Optimize users are going through to the well-documented 5 Stages of Grief:
Part 1: RIP Google Optimize
Part 2: Denial, Anger, and Needs Assessment
If you’re through the first couple phases of your Google Optimize loss and have moved on to assessing your organization’s needs for its replacement, you may have had to answer this question from management or even from yourself: “What’s the value of our testing program?” Users of Google Optimize 360 (the paid version) already have an existing budget associated with a testing platform. So, to some degree, at one point and likely annually after that, they’ve justified that ROI. However, Optimize users leveraging the free version may now find themselves having to justify continued investment in their testing program for the first time. For some of you, this conversation brings you to the bargaining and depression stages of the 5 stages of grief. This post should help you put a fine point on the ROI of your testing tool and efforts, and give you ammunition for that conversation. Benefits of an optimization program supported by a true enterprise solution include:
- Improved decision making: A/B and multivariate testing allow for a direct comparison of two or more options, providing clear insight on which will be most effective.
- Increased conversion: By testing different website or product variations, organizations can better meet the needs and preferences of their target audiences. This results in higher conversion rates and loyalty.
- Better customer insight: A/B testing provides insights into customer behaviors and preferences. This allows businesses to better tailor offerings to their target audiences.
- Risk reduction: A/B testing allows businesses to test new ideas and changes before fully implementing them. This reduces risks across a broader audience related to poor user experience, and performance issues. It also saves time that would have been spent developing and implementing production-level solutions that won’t benefit the business in the long term.
- Website and mobile app optimization: A/B testing can be used to optimize website and mobile app design, layout, navigation, and other elements that positively impact user engagement and conversion.
- Personalization: Improve experience and conversion by creating personalized experiences and product recommendations for customers via a data-driven understanding of tendencies, preferences, in-session behaviors, and pre-dispositions.
- Improved customer engagement: Build stronger connections with customers by providing them with relevant and useful information, recommendations, and experiences.
- Increased loyalty: Increase repeat visits and loyalty program subscriptions via more satisfying and enjoyable user experiences and brand connection.
- Improved ROI: A/B testing platforms are not a “cost” of doing business, they are “revenue generators”. For example, SiteSpect guarantees lifts in conversion and average order value when a company switches from Google Optimize to the SiteSpect platform.
- Increased upsell and cross-sell opportunities: A/B testing, personalization, and product recommendations based on browsing and purchase history help businesses identify opportunities to upsell/cross-sell products and services to customers.
- Better targeting of advertising efforts: Ensure you are reaching the right buyer, the right way, at the right time.
- Professional consulting: Platforms like SiteSpect include professional services to augment your team, add additional skills to your organization, and bring to bear the experience of working with many varied companies within your industry.
- Risk-free proof-of-concept engagements: Companies like SiteSpect are willing to offer proof-of-concept engagements that make switching to the platform a risk-free endeavor for any organization moving from Google Optimize.
- Competitive edge: Your competitors will not stop their testing and personalization programs. Not replacing Google Optimize or choosing the wrong solution, will mean they’ll gain the above benefits before you do.
Now that you understand the immense value of your testing and personalization program, let’s move on to how to choose your replacement solution.
Read on for the last part in our 5 Stages of Grief: Part 4: Acceptance & Resolve – A Better Solution, A Better Day!
If you need help demonstrating the value of A/B testing and personalization to your organization, schedule some time to speak with one of our experimentation experts: CLICK HERE.
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