What would happen if you approached your beliefs as assumptions that could be tested? You could create hypotheses for which you could design experiments to find out where the real truth lies.
To build a culture of optimization in your company, that's exactly what you need to do.
Adopting experimentation as a mindset will enable you to test more ideas, brainstorm more alternatives, and maximize what's possible
The best part is that experimentation is not limited to your marketing initiatives; it includes other parts of your organization and can therefore encompass the entire customer experience.
Some companies are way ahead of the game in creating and nurturing an organization-wide culture of optimization. The highly competitive online marketplace has driven companies to pioneer the experimentation mindset beyond the digital marketing, analytics, and testing teams to include product marketing as well as the user experience and development teams.
Although those teams may have very different goals, this new mindset allows them to unify behind one common goal of experimentation, which leads to a better customer experience and increased engagement, conversions—and revenue.
So, how might companies actually put this new mindset into action? First, they can apply experimentation and optimization to their entire Web and mobile presence. By carefully examining what they believe to be true and then testing alternatives, they can discover where the real truth lies.
Website Optimization Ideas
Consider the content, features, and functionality of your site to discover what works and what doesn't. For example, you could experiment with the following:
Font, color, and size
Features and Functionality
Customers are no longer tethered to their desktops, yet they expect an optimized browsing experience on their mobile device; so, you'll want to test all aspects of your mobile site, including load times, search, and checkout, to deliver an optimal experience.
Experiment with different mobile experiences such as...
Test how different types of mobile content influence user behavior, and ultimately, site profitability. Test, measure, and deliver the content, layout, and promotional offers that are most effective for each mobile device category.
Also, consider targeting your tested content using a combination of static and dynamic criteria, including the following, for example:
Experimentation does not end with testing; it also extends to segmentation and targeting strategies to enable you to target your tests. Target visitors based on criteria including the following:
Even as the CMO of an optimization solutions provider, I am often presented with the opportunity to test something I hadn't thought of before. I was recently wrangling with a couple of new taglines when my CEO (the founder of SiteSpect, Eric J. Hansen) said, "That would make a great A/B test." And he's right: Rather than an executive deciding on what the best tagline is, let's test it and have our audience use their clicks to tell us what they like.
That is experimentation as a mindset in action!
This article originally appeared in the April 2015 issue of MarketingProfs. You can read the original version here.