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About The Author

Lily Chiu

Day 1: I Just Got a Testing Platform. Now What?

Personalization · By Lily Chiu On March 11, 2009 · 4 Comments

Take a deep breath. Before you start think­ing about the imple­men­ta­tion and what you can or can­not do with the plat­form, begin with your data. Look for pages with the high­est bounce rate, steps in your fun­nel with the great­est fall­out, land­ing pages with the low­est con­ver­sion rate. These should be red flags help­ing you...

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Testing Social Media Traffic

Personalization · By Lily Chiu On February 10, 2009 · 2 Comments

I have a con­fes­sion to make: I’m not a Twit­ter­holic. Not even close. I could shut Tweet­Deck down for a few days and con­tinue stum­bling blindly through my life with­out the tweets of friends and strangers stream­ing by out of the cor­ner of my eye. But I digress.

Twit­ter has taught me there is a...

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My 2009 Optimization Wish List

Personalization · By Lily Chiu On December 30, 2008 · 2 Comments

With 2009 pre­dic­tions whizzing around the web, I decided to write instead about what I’m wish­ing for in 2009. I’m hop­ing for an “if you build it, he will come” moment. With­out fur­ther ado…

1) Agen­cies Get On Board

Aside from the hand­ful of agen­cies that spe­cial­ize in test­ing and con­ver­sion opti­miza­tion, I’ve seen far less progress...

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Who Owns Optimization?

Personalization · By Lily Chiu On December 9, 2008 · Add Comment

I’ve been strug­gling with this ques­tion a lot lately as I talk to com­pa­nies try­ing to fig­ure out how to orga­nize inter­nally for test­ing. Some com­pa­nies want to own test­ing and start run­ning from day one, while oth­ers want to ramp up slowly with a few resources work­ing part-time on it. Some are con­tent to...

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It Takes a Testing Village

Personalization · By Lily Chiu On December 4, 2008 · 5 Comments

Test­ing is inher­ently col­lab­o­ra­tive. It feeds off the behav­iors of your vis­i­tors, but it also requires coor­di­na­tion among mul­ti­ple groups for suc­cess­ful exe­cu­tion, includ­ing mar­ket­ing, cre­ative, and devel­op­ment. Those who begin test­ing for the first time can truly ben­e­fit from the expe­ri­ences of those who went before them. So it begs the ques­tion —...

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Highlights from Pubcon: People are Testing, They’re Really Testing!

Personalization · By Lily Chiu On November 17, 2008 · 1 Comment

I spoke on a Land­ing Page Opti­miza­tion panel at Pub­Con in Las Vegas last week, and the big learn­ing I came away with is that more peo­ple are test­ing! It was pretty excit­ing to poll the audi­ence on who’s cur­rently test­ing and see well over 50% of the room raise their hands. Of those...

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Election 2008: Who’s Working on Relevancy and Engagement?

Personalization · By Lily Chiu On October 23, 2008 · 4 Comments

There’s been a lot of talk about what the Obama and McCain cam­paigns are doing in both paid and organic search opti­miza­tion, but not as much on what they do with that traf­fic once vis­i­tors land on the site. Cam­paign sites pose a unique chal­lenge because they have mul­ti­ple goals for vis­i­tors who land from...

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Building a Business Case for Optimization

Personalization · By Lily Chiu On October 17, 2008 · 1 Comment

We have to go back to the basics. I gave a sem­i­nar on Tues­day about opti­miza­tion to a group of mar­keters in Los Ange­les, and it really opened my eyes to the cur­rent state of online site mar­ket­ing today. While it was a great, inter­ac­tive ses­sion, the slide that got the most nod­ding heads...

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Optimization Is Greater Than the Sum of Its Parts

Personalization · By Lily Chiu On October 9, 2008 · Add Comment

Opti­miza­tion is a fuzzy word. It’s been used to describe every­thing from decreas­ing page load time to improv­ing user expe­ri­ence. I’m guilty of using it as a catch-all as well, but today I want to focus on two key com­po­nents when it comes to opti­miz­ing your site for conversion:

1) Test­ing — the process of...

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Fractional-Factorial vs. Full-Factorial: An Ideological War?

Personalization · By Lily Chiu On August 27, 2008 · 8 Comments

There’s been quite a storm brew­ing around the best method­ol­ogy to use for mul­ti­vari­ate test­ing: fractional-factorial vs. full-factorial. (For a quick primer, def­i­n­i­tions of both are included at the bot­tom of this post.) I have to say that some of the argu­ments I’ve heard bor­der on ide­o­log­i­cal in both their pas­sion and rigor....

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