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Lily Chiu

Optimizing Customer Support for Retention and Upsell

Personalization · By Lily Chiu On August 20, 2008 · Add Comment

For even those com­pa­nies who are most advanced in online test­ing & opti­miza­tion, one large part of their sites usu­ally remains rel­a­tively untouched: cus­tomer sup­port.  I’ve been try­ing to fig­ure out why the response is usu­ally lack­lus­ter at best when I sug­gest run­ning tests on cus­tomer care and knowl­edge­base pages.  One rea­son seems to be...

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The Art and Zen of Testing for Success

Personalization · By Lily Chiu On July 3, 2008 · Add Comment

It’s Not Just About Lift

I often see the def­i­n­i­tion of suc­cess in a test get whit­tled down to a sin­gle goal: lift. Whether it’s lift in con­ver­sion rate, rev­enue per vis­i­tor, time spent on site, or some other KPI, I get the sense that many com­pa­nies think test­ing is lift or die. While show­ing lift...

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‘Lost’ Online Advertising Opportunities?

Digital Advertising · By Lily Chiu On June 17, 2008 · Add Comment

I was recently feed­ing my Lost addic­tion on Abc​.com.  I ran into some tech­ni­cal dif­fi­cul­ties while try­ing to watch it in HD so I went through the process of open­ing the player sev­eral times.  Each time I opened the player there was a dif­fer­ent adver­tiser spon­sor­ing the show.  The dif­fer­ence in adver­tis­ing approaches was remark­able. ...

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Newspaper Editors Become Online Marketers

Personalization · By Lily Chiu On June 5, 2008 · 1 Comment

I love com­ing across sto­ries of peo­ple using test­ing and tar­get­ing in unex­pected indus­tries and appli­ca­tions. I recently heard a story on Pub­lic Radio’s Mar­ket­place about the new busi­ness mod­els that news­pa­pers are adopt­ing in order to sur­vive. The story focused pri­mar­ily on the Jour­nal News, a com­mu­nity news­pa­per cov­er­ing the sub­ur­ban coun­ties...

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How to Make Testing Successful

Personalization · By Lily Chiu On May 29, 2008 · 2 Comments

One of the ques­tions I get asked most often is, “How can I bring test­ing and opti­miza­tion into my com­pany suc­cess­fully?” I’ve been lucky enough to work with sev­eral com­pa­nies in both the begin­ning and con­tin­u­ing phases of site opti­miza­tion so I wanted to lay out some tips that I’ve seen work across most...

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