SiteSpect will dedicate resources to the equivalent of a full-time employee to work with your team at your offices.SiteSpect will dedicate resources to the equivalent of a half-time employee to work exclusively with your team across any of the professional services.SiteSpect will dedicate resources to the equivalent of a full-time employee to work exclusively with your team across any of the professional services.SiteSpect provides on-site training sessions custom designed especially for your business and IT teams to help you achieve your business goals.SiteSpect has a curriculum of training modules and best practices that you can take advantage of to increase your team's adoption and mastery of the user interface.We offer training to get you up and running quickly, including test building courses & analytics interpretation.Take advantage of SiteSpect's premium help and knowledge portal where you will find FAQs, how-tos, and detailed step-by-step instructions for successful use of the SiteSpect platform.We offer monthly webinars on SiteSpect featured functionalities and best practices for increased value and success.Identify additional testing and personalization opportunities from the results of past campaigns.Our professional services team will work with you to create visualizations to demonstrate how SiteSpect affects your revenue.Optimization Consultants will provide full analytical reports on campaign performance, highlighting KPI impact, segment analysis, and key insights.Optimization Consultants will show you the best way to get the most out of your traffic across a large number of tests and personalization campaigns.Learn how to track and monitor running tests and personalization campaigns.Learn best practices for efficiently creating and executing tests and personalization campaigns.Design, develop, and optimize all of the components for your program.Learn how to structure experiments to maximize learning and efficiency. A/B vs. MVT, Controlled Experiments vs. Personalization.Add a workflow tool to integrate your prioritization and team workflow directly into SiteSpect.Your Optimization Consultant provides best practices and process recommendations for running a high functioning optimization program.SiteSpect will provide guidance and support for making decisions regarding scheduling tests in order to maximize efficiency and generate as much learning as possible as efficiently as possible.Working with key stakeholders in your organization, SiteSpect will provide test ideas that improve the customer experience and move the needle on your key performance metrics.Your Optimization Consultant will provide best practices for creating data-driven hypotheses that answer key business questions.Based on our experience and your analytics, your Optimization Consultant will help you identify optimization opportunities and establish a workflow for collecting and managing input from across your organization.Provided by your SiteSpect Optimization Consultant who understands your business objectives and works with you to achieve your testing goals and increase ROI.Number of hours SiteSpect professional services representatives will work on strategy, creation, or analysis for your optimization program.Enforce an optimization workflow with campaign administrators, builders and read-only roles.Custom integration with 3rd party tools such as Adobe Analytics, Google Analytics, CrazyEgg, Hotjar and more.Build and optimize the customer experience on iOS and Android apps. Build experiences visually, directly on your mobile device, leverage our SPAs or use API only solution.Leverage Custom Variables to capture dimensions about users, such as products purchased, categories viewed and items searched.Isolate users in single Campaigns or allow them in multiple overlapping experiences.Create a unified customer experience by connecting experiences for recognized users across devices.Automate your optimization program through our API: http://developers.sitespect.com/Test and deploy server-side functionality with on/off switches or progressive rollouts. Leverage cookies, headers or parameters for feature flagging. Test and optimize your CMS, recommendation engine, and other vendor tools.Leverage our SPA SDK to test and optimize your Single Page Application. Support for major frameworks such as Angular, React, and others.Modify the source code of pages on the fly with Regular Expressions, with zero impact to performance. Replace, remove, add in new functionality before pages are rendered in the browser.SiteSpect offers a number of capabilities for effective front-end testing. Use Visual Editor or Regular Expressions to modify source code, support SPA frameworks, define pages for reusability in tests, and minimize performance hits for users and servers.Use point-and-click actions to modify text, images, buttons, promotional banners, and styling. Create, move, rearrange, hide, and track behaviors across channels. Works with SPAs out of the box, such as React and Angular.Push winning Variations to all traffic to benefit early from wins. Push hot fixes your website to quickly resolve issues, to all traffic or segments of users.Respond to real-time alerts and in-product messages to proactively manage your campaigns. Known when a campaign has a winning variation, is hurting conversion, does not have any recent visits, or is disabled.Quickly analyze and understand relevant campaigns and outcomes. Measure conversion, KPIs, user actions, events, conversion funnels, and other key user interactions in our comprehensive dashboard.Personalize the experience for mobile devices, geo location, user types, and user behaviors. Build your own Audiences to align with your key segments of users and leverage your Data Layer.Experience our proxy architecture built from the ground up to avoid flicker and ensure fast experience delivery across desktop, tablet, and mobile devices.Training to get you up and running quickly, includes test building courses & analytics interpretation.Dedicated optimization consultant for strategic and tactical guidance. Your GoLive Report is a success plan to get your team up and running, including website audit, test ideas and optimization roadmap. You will also get ROI (return on investment) modeling backed by Forrester.Depending on which package there are countless tests, segmentations and optimizations within your control across almost any digital touchpoint.Run as many Campaigns as you want.Our optimization experts work with you to recommend 10 impactful test ideas to improve customer experience and impact your bottom line, and build 10 Campaigns so you can quickly benefit from our platform.Directly ingest SiteSpect traffic logs into your monitoring infrastructure to diagnose underperforming applications/servers and identify site errors in near real time.SiteSpect sends a sample of log data to Logz.io, a log visualization service. This service offers full flexibility to view and analyze logs relating to traffic health and routing. Your network operations center can also use this service to build your own visualization and dashboards or integrate into existing systems.SiteSpect is GDPR Compliant. The General Data Protection Regulation (GDPR) is a legal framework that sets guidelines for the collecting and processing personal information of individuals within or who are citizens of the European Union. More information about SiteSpect’s GDPR support is located on our Customer Notice On EU GDPR Support page.SiteSpect is HIPAA ready, which saves you time when you use SiteSpect in your HIPAA-compliant environment. SiteSpect obfuscates and encrypts visitor behavior and does not store any personal data. SiteSpect also offers on-premise and other deployment models to guarantee personal data never leaves your datacenter.SiteSpect supports Single Sign-On (SSO) authentication through Active Directory and SAML. SSO allows you to centrally manage SiteSpect permissions and login credentials. It also makes it easier for SiteSpect users to quickly log in and switch between their applications saving time and improving productivity.Restrict user access to SiteSpect by IP address.Restrict access to your websites by IP address. Create lists or ranges of IP addresses that allow trusted (whitelisted) users to access your websites or prevent access from disallowed (blacklisted) users.Two-Factor Authentication, also known as 2FA, requires not only a password and username but also something that only a user has access to, such as a token. Using a username and password together with a token makes it harder for potential intruders to gain access to SiteSpect.SiteSpect complies with both the EU-US and the Swiss-US Privacy Shield Frameworks. SiteSpect certifies that it adheres to the Privacy Shield Principles with respect to personal data. More information about SiteSpect’s Privacy Shield support is available on our Business Services Privacy Policy - GDPR and Privacy Shield page.SiteSpect includes a complete history of every user action. Quickly undo changes in the audit history list and audit any change as part of your change management process.SiteSpect maintains the privacy of all customer data by ensuring no test data is exposed and that data is not grouped with or shared with others in any way.SiteSpect leverages Alert Logic to monitor and track security vulnerabilities. This provides you with an additional line of defense as we will notify you of any detected threats or attacks on your website.SiteSpect supports nine different permission levels that provide control and configurable access. Set view and edit permissions on a per user basis for building, managing, and analyzing campaigns.SiteSpect fully supports encryption for all types of in-transit data such as end-user content, SDK and API transmissions, and business user data. We also support testing on HTTP and HTTPS websites.

The Key to Data-Driven Marketing: An Interview with Chris Hedick

September 18, 2019

Share

Optimization is all about data and the confidence to make sound decisions backed by numbers. But that doesn’t mean there is always a simple, clear cut answer. Even with a sophisticated experimentation program, you still have to juggle priorities. And there are a lot of them to consider, both internal and external. So, how do you navigate the ins and outs of optimizing your digital channels? What makes a really successful optimization program?

Chris Hedick is a long-time optimization professional with experience working both in-house and as a consultant, and is a seasoned SiteSpect user. I spoke to him about ways to maximize your approach to data-driven marketing.

Keys to Successful Optimization

As brands get more and more tech savvy and optimization becomes more ubiquitous, the challenges that optimizers face become more and more nuanced and range from navigating internal dynamics to really technical approaches to data analysis. These are some of the key points from Chris Hedick.

Your data has to be accurate

The more you optimize, the more important data accuracy is going to be for you. If you’re painting in broad strokes, maybe you can afford to sacrifice some detail. But, if you really want to understand customer behavior data accuracy will make or break your business. Hedick and I spoke about how websites now are to some extent templatized — customers have an expectation for what a product listing page is going to look like, for example. And, as optimization becomes a more sophisticated practice, experimentation gets finer and finer.

As Hedick says, “As the web gets more and more competitive it gets harder and harder to get new wins out of a website. So the accuracy of the data is really important. SiteSpect being the old dog for server-side testing, the data is just more reliable. So I think SiteSpect is definitely an industry leader in that area, and I would recommend it to any enterprise client.” Any faults in your data mean faulty decision making. Really audit your marketing tools to understand how they collect and organize data — tag-based tools are prone to misfires, and also lose data from Safari and Firefox anti-tracking features. Don’t just set it and forget it.

Look at the entire customer journey

Hedick says, you need to take “everything from engagement and the first Google Ad or Display Ad, or whatever that first engagement metric is, and optimize and every single point of the journey. Just focusing on the shopping cart funnel, or just focusing on the homepage or a landing page is not going to cut it anymore.” If you’re newer to experimentation and just starting to optimize your site, you likely will see some initial big wins focusing on conversions like purchase, registration, or other bottom of the funnel conversions. But, as you iterate, the smaller steps along the way are crucial for constant improvement.

Part of this process is also dealing with strings of flat or negative results — results that are still incredibly valuable to your business. You have to learn from the “losing” tests too: Hedick says, “even if we produce 10 tests and 8 of them are losers, out of those 8 losers we’ve still learned something. We’ve dug into the data, we’ve come out with something that we now understand about our customer and how they use our website, and now we have to iterate to create future wins.”

Know how the data fits into your business

In optimization and data science driven marketing, you hear a lot about the challenge of dealing with the HiPPO (Highest Paid Person’s Opinion). Hedick says, “this gets into a political problem at a lot of organizations.” It’s also something we talk about sometimes at SiteSpect — being able to empower all of your employees to take smart action with a good data background. The recurring theme in our conversation around the HiPPO was the possible conflict between data-driven decision making and brand-driven decision making. But these two sides of the scale should actually work together. As Hedick says, brands don’t want to “rock the boat by doing something that may be mathematically correct but might actually injure the brand.” Optimization and experimentation is a great way to understand and validate a brand image.

Ultimately, Hedick says, “At the end of the day in ecommerce the decision to buy something or not buy something is an emotional, human decision. We’re not robots. And creating a good marketing message and testing that marketing message, creating a good user experience and testing that user experience, that still matters. And I don’t think that’s going to go away anytime soon.” No set of best design practices or web templates can account for the specificity of how users behave on your website. With the ability to test and personalize with really sophisticated data, this type of data-driven marketing isn’t going to go away.

You can learn more about Chris Hedick here.

Share

Suggested Posts

iStock-92097136.jpg

The Best Testing Fail of the Week: When No News is Great News

blog_javascript

How JavaScript Tags Affect Site Performance

Online Sales from Tablets vs. Smartphones, Revisited

Online Sales from Tablets vs. Smartphones, Revisited

Leave a Comment

Your email address will not be published. Required fields are marked *