So the Test&Target code is in place and you are ready to test! Your pro­gram needs to prove its value and show pos­i­tive impact to the busi­ness QUICKLY. How can you come up with a list of tests that have the best like­li­hood for suc­cess? How can you con­tinue to iden­tify test ideas as your pro­gram matures?

The hypothe­ses that you test need to have the best chances of pro­duc­ing ROI and solid learn­ings. These tests will most cer­tainly come from one of three sources.

Your Data
Your Site­Cat­a­lyst ana­lyt­ics is the best place to start hunt­ing for ideas.

  • Under­stand your vis­i­tors’ user flows. Look at entry and exit points to iden­tify pages with the best oppor­tu­ni­ties for test­ing. Pull the Fall­out Report to show you which pages to start focus­ing on in your fun­nel. Use the Next Page Report to under­stand where vis­i­tors go when they do aban­don to another page. This can indi­cate what infor­ma­tion has been miss­ing thus far in the user flow.  Pull the Exit and Bounce Reports and iden­tify pages that have the high­est leak­age. These pages are your best oppor­tu­nity to sim­plify or add new con­tent in order to push vis­i­tors to con­tinue their jour­ney. The more you can under­stand your vis­i­tors, their user flow and their fric­tions points, the bet­ter you can under­stand how to aug­ment your site to meet their needs.
  • Key­words are key. Pull the Paid and Nat­ural Key­words Reports. These can reveal vis­i­tors’ intent and product/category affin­ity per ses­sion. Pull the Inter­nal Search Key­word Report. These can reveal what information/pathing is miss­ing or hid­den within your page con­tent, specif­i­cally view key­words from entry pages. Respond­ing to high vol­ume key­words is a great oppor­tu­nity to add crit­i­cal con­tent and tar­get rel­e­vant messaging.
  • FAQs page inter­ac­tion reveals uncer­tainty. Are vis­i­tors reach­ing the FAQ page at all? Is there event track­ing on indi­vid­ual ques­tions? Which ques­tions are the most fre­quently clicked? Con­sider adding FAQ con­tent to pages within the typ­i­cal user flow.

Your Cus­tomers
Your cus­tomers are speak­ing to you, take action! Follow-up with cus­tomers to show you are lis­ten­ing and receive fur­ther feedback.

  • Reg­u­larly con­nect with your Cus­tomer Ser­vice depart­ment. Address fre­quent ques­tions to the call cen­ter to reduce call vol­ume. Invest resources in cor­rect­ing pain points com­monly men­tioned. If your callers are ask­ing the same kinds of ques­tions, con­firm this requested infor­ma­tion is present and clear on the pages. Test to bet­ter dis­play that infor­ma­tion. If your callers are com­plain­ing about site func­tion­al­ity, con­firm browser and loca­tion of callers. There may be tech­ni­cal adjust­ments required such as fix­ing a bug in one par­tic­u­lar browser.
  • Does your site have a site sur­vey or area for feed­back? Review these opin­ion reports to under­stand which parts of the site are per­form­ing well and repli­cate this in other areas of the site. Make adjust­ments based on neg­a­tive feed­back. Close the loop by reach­ing out to these visitors.

 

Your Busi­ness Ques­tions
Cut­ting costs can prove just as valu­able as increas­ing RPV. Test to col­lect learn­ings for cost savings.

  • Under­stand what aspects of your dig­i­tal pro­gram main­tain high costs. For exam­ple, test to under­stand if reduc­ing the num­ber of frames in a ban­ner ad from 4 to 2 will not neg­a­tively impact click-through or con­ver­sion. This could shrink the cost of the cre­ation of ban­ners as well as lead time.
  • Test high-level ideas rather than spe­cific imple­men­ta­tions. For exam­ple, will remov­ing “Sale” from the top-level nav­i­ga­tion reduce con­ver­sion rate but increase aver­age order value? Does the increase in aver­age order value off­set the decrease in con­ver­sion rate? Shy away from test­ing too spe­cific sce­nar­ios such as an image of this pretty model vs that pretty model. It’s bet­ter to test an idea such as lifestyle vs prod­uct so that the learn­ings will apply as the images are refreshed. The learn­ings from these tests may not only cut costs but also dic­tate how you should approach the next site redesign or influ­ence other channels.

I have seen repeat­edly that before div­ing in, paus­ing to look at your data, review cus­tomer feed­back, and con­nect inter­nally to estab­lish high-level cost sav­ing goals is worth the invest­ment in your time. Iden­ti­fy­ing oppor­tu­ni­ties through these means will con­sis­tently pro­vide you a wealth of test ideas. The next step is to pri­or­i­tize them.

Test­ing is valu­able as well as fun. Happy testing!

 

About the author: Christi Ter­je­sen is an Opti­miza­tion Man­ager with Adobe Dig­i­tal, a full ser­vice web opti­miza­tion team within Adobe Con­sult­ing. She helps clients in all ver­ti­cals increase con­ver­sion rate and pro­duce ROI through their test­ing pro­grams. She is a cer­tifed Adobe Test&Target expert based out of New York City.

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