TASIN REZA CRO director, RedEye
OPTIMISATION
Select The Right Platform 6
The market is your oyster. There are many platforms out there available to you, all with
their own unique characteristics and abilities. Whether you decide on
Optimizely, Monetate or Adobe, make sure you select the right tool for your needs. Check with the vendor if the tool is compatible with the tech stack you are using. Be savvy when selecting your tool.
Prioritise Before You Optimise!
7
You can’t do everything at once, so putting a prioritisation calculation in place is key.
Prioritisation eliminates the guesswork and helps you work out the easy wins. One way of working out what
your priorities should be is to look at your predicted uplift, monthly implementation. By focussing on these three areas you can be sure
Create A Roadmap to Success 8
So once you have your prioritisation nailed you can move onto creating a roadmap. Having a
roadmap is crucial so you don’t lose track of your testing plan that you so carefully prioritised. Having a clear roadmap will
also help you to manage back to back testing, while keeping everyone on the same page.
Play The Waiting Game 9
When your tests generate results, how
can you be sure whether they are a true
representative result, or a result that has happened by chance? Customer behaviour
changes like the wind, what your customer does on a
Wednesday morning could be
Learn From Your Results 10
Never disregard a losing test, use it and learn from it. If a test didn’t
generate the impact you were looking for, then you can use what you learnt from that and make small changes to generate an uplift you can be proud of. Order pizza and drinks (to
share the results of course…) The last, but very important step, is communicate the results with your wider team. You could
their own unique characteristics and abilities.
do on a Sunday evening. To make sure you can truly rely on your results, run your tests for at least one business cycle (week), but ideally two, depending on your most accurate results.
The market is your oyster. There are many platforms available to you, all with
competition with other departments to guess which variations won. Maintaining a clear processes and successes is important to keep everyone on the same page, so why not make it fun? Encouraging your organisation
to get more involved in CRO will ultimately create a testing culture, and in the long run it could also help you to secure more of that all-important budget to put towards more resource.
redeye.com
59 issue 29 winter 2016
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