We all want an optimized solution for our constituents — whether they be visitors on our digital channels or citizens of Westeros — but the time comes when we have to weigh the costs and benefits of different solutions.
I recently attended the 2017 Click Summit conference produced by Brooks Bell. It was a fantastic event where testing and optimization experts came together to learn, share and connect. I was able to participate in four different panel discussions to engage and hear from the testing community. Two themes grabbed my attention: Single Page Apps and the Build vs Buy paradox. In this two-part series, I will explore both of these topics and discuss how they impact the customer experience through testing and optimization. Let's start with Single Page Apps or SPAs.
The evolution of optimization and testing is not unlike an endurance athlete chasing his or her next endorphin high. Maybe it all started with a local 5k, but the next thing you know the marathon medals are on displayed and the Ironman deposit has been made. The incredible feeling of accomplishment upon reaching a goal is only temporary as the thirst to push one step further grows.
Optimizing the customer experience to drive revenue, with the goal of connecting the back end to the front end, is not new. McKinsey wrote as much back in October of 2016, with some specific actions that digital leaders are taking to drive five times more revenue than their peers. Most marketers know what they need to do, and they know why they need to do it. The question is how to get it done, quickly, for maximum ROI?
Amazon’s AWS cloud outage last week is a good example of a rare lightning strike. Every cloud-based solution provider puts safeguards in place to meet that 99.99% uptime guarantee. But in Amazon’s case, it wasn’t a virus or malware that caused the disruption – it was just a simple human error according to this Fortune Magazine article.