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 — why isn’t there more collaboration going on out there?
I could hypothesize that it’s because testing is still a competitive advantage at this point. I certainly have some clients who feel this way and are very protective of their test designs and results. But I believe they’re in the minority.
The best conversation I’ve read about testing in the last year took place in Avinash Kaushik’s blog comments recently. And while I love all the responses the post stirred up, I can’t help thinking that there’s got to be a better place to keep the conversation going.
Toward that end, I’ve created a group focused on web optimization where I’m hoping a lot more collaboration will take place. This is a group for marketers interested in or currently testing and optimizing their sites today, regardless of platform or vendor. I invite companies, agencies, and vendors to join the conversation.
I’ll most likely be creating discussions there around best practices and adding a lot of the questions I commonly get around testing. Even though it’s fun to blog here, I get a little lonely banging around on my laptop alone. I’d much rather get more feedback from those of you on the front line and I’m hoping we can all find ways to help each other as the testing community continues to grow.
I encourage anybody interested in testing and optimization to join the group today and participate! Participation is key.