Lisa Frank

Ideas to Help You Expand Your Optimization ProgramAs an optimization leader, you know the value testing brings to your company. Your team is making decisions based on test results and each success leaves you hunting for more ways to optimize. But where do you look next?

To increase opportunity, we find that optimization teams are expanding their testing focus beyond just the look and feel of their site. They are testing deeper. They test new areas of their site such as search algorithms to optimize conversions or new features to help minimize risk.

Do you find yourself looking for ways to bring other teams into testing? If so, there are best practices about how to successfully bring these teams into the mix. Our Professional Services team can work alongside you and your team to make this transition a success.

It’s important to get everyone in your company on the same page. Or, as one of my colleagues likes to say, to make sure that everyone reads from the same sheet of music.

Here are some best practices courtesy of SiteSpect’s Professional Services team:

Document Your Program

Create a centralized document or presentation that highlights your optimization goals and recent successes. Include the principles that guide how the test results affect your decisions. Once you have documented your team’s mission, everyone knows what to expect. Are you looking for guidance on where to start? Our team has helped many world-class businesses translate their optimization ideas into a documented plan.

Share Your Knowledge

During a recent customer visit, one meeting attendee stated:

"We held an information session for our development team about our testing program, how we apply test results, and what it means to what they are working on. We need to continually reinforce this as we work together."

Educating your colleagues is very important. During your onboarding, SiteSpect delivers a custom training to your team. You can use what you learned to create your own training program. Be sure to provide clear examples that illustrate how the test results affect other teams.

For example, let’s assume a guiding principle is to test all new features prior to site-wide release. For one new feature, test results indicate the feature has a negative impact on achieving your site goals. The team decides to not release the feature because of the impact. So what do you do next?

Involve Your Product and Development Teams Early On

If these teams are actively involved in your optimization program, the conversation will be much easier. When you talk to the developer, they will already have an understanding about why the feature may be pulled. It's important to reiterate that the decision has nothing to do with the work and everything to do with the data.

Find Testing Champions

Chances are, as testing continues, you will find a few optimization enthusiasts on other teams. These colleagues can be your greatest advocates within their own teams. Establish a dialogue to gauge the level of team interest and identify any areas of concern. If worries surface, work together to improve the situation. We have a lot of experience helping organizations develop, foster, and promote a culture of optimization. We can help you do the same at your company.

Invite the Team to the Table

Work with your champions to cultivate an ongoing dialogue between teams. Collaboration works much better than division. Share your test plans on a regular basis and be open to any test idea suggestions they provide. Their views may provide unique perspectives or help you develop tests more efficiently. Once you have cultivated a list of test ideas, our team can help you vet and prioritize your testing options.

Share Your Successes

You learn something from every test you run. Perhaps a recent test made your company money or even stopped your company from losing money. When that happens, let everyone know. SiteSpect includes several reports to help you share your results. If you have a standard analytics tool, you can also use the SiteSpect API to pull necessary information from SiteSpect and create your own custom reports.

These are just a few ideas on how you can expand your optimization program and keep everyone singing along. We have an experienced and talented Professional Services team to help you along the way. Do you have any additional ideas to add? Or experiences to share? If so, we’d love to hear them!

By the way, if you are attending Conversion Conference, our own Doug Cohen, Director of Professional Services, is presenting on how to “Optimize your Testing for More Valid Outcomes.” Doug’s session is scheduled for Wednesday, May 13, at 11:25 a.m. While you are at the conference, be sure to stop by our exhibit at Table 7 for the chance to win a Bose Bluetooth Speaker!

Tags: Best Practices