September 29, 2014 | Written by: Sameer Khan
Categorized: Customer Analytics
Share this post:
Recently IBM ExperienceOne and distinguished business partner Maxymiser hosted a joint webinar on multi-variate testing. In it, IBM Vice President Kevin Bishop (@brandmaster63) and Maxymiser Founder and President Mark Simpson (@MarkJ_Simpson) walked through three key opportunities likely not utilized in today’s realm of A/B and multivariate testing. Be sure to watch the on-demand replay: http://get.maxymiser.com/gU0Q7Ia0p002JR06R000xdD
I’m curious which, if any, of these you do today and how they have benefitted your marketing campaigns. Let us know in the comments!
1. Are you testing in the right areas of your site to generate real business value?
Many marketers today focus their testing on high-level campaigns at the top of the funnel typically driving to the homepage. However, Mark noted that the real money and value is in running campaigns deeper into the funnel. As you can see by this heat map, the highest value comes from testing and optimizing one step away from the check out process as likelihood of closing the sale is greatly higher than focusing four steps away in the browsing phase.
Mark gave another great example of re-focusing testing efforts based on its client Wyndham Hotel Group who conducted multivariate testing on their homepage booking widget to ensure it was optimized and discovered, among other findings, that adding destination messaging increased its booking confirmations by nearly 5%!
2. Is your testing leading you to personalize experiences?
Mark highlighted one dashboard as an example of how testing results should help refine your targeting capabilities going forward to deliver exceptional personalized experiences for your users. For instance, you can see below that married visitors using Chrome browser had a far better experience than single users on Firefox. How would you use these findings to differentiate the experience across the varying \demographics and technical usage sets?
3. Are you testing your widgets?
Mark strongly believes that half the benefit of marketing is in making a recommendation, and the other half is testing it (to validate or refute said recommendation). This can be done by crafting a strong list of questions against the recommendation to determine if it is indeed optimized. One example set of questions is Maxymiser’s client Mothercare who did a series of testing against the six questions shown here. In doing this testing they discovered that larger images drove more sales and that the ability to easily see reviews and availability was critical to driving to a complete purchase.