Test&Target is a very pow­er­ful test­ing tool, with many great fea­tures to help test, opti­mize and per­son­al­ize your web­site. There are quite a few areas of the tool in par­tic­u­lar that can really help you gain even more ROI from it and help you squeeze even more con­ver­sion juice out of your tests — some of which you may have for­got­ten about or not real­ized the impor­tance of. There­fore, I have put together a list of the top 5 power user tips to help refresh your mem­ory on some impor­tant very use­ful fea­tures of the tool.

  1. Use the ‘Ideas List’ to sub­mit and orga­nize your test ideas
    One of the most impor­tant things for cre­at­ing effec­tive tests is to gen­er­ate great test ideas, and to orga­nize and pri­or­i­tize these many ideas. To help you do this, there is a great fea­ture in Test&Target called that Ideas List that helps you sub­mit test ideas and key infor­ma­tion needed, like hypoth­e­sis and likely value, and then to help you orga­nize and pri­or­i­tize these ideas. Hav­ing some­one ded­i­cated to man­ag­ing and pri­or­i­tiz­ing these sub­mit­ted ideas will make sure you put them to good use.You can even down­load the Ideas browser but­ton from this sec­tion of the tool (found under the Ideas menu item) that will allow you to add an idea more eas­ily — great for when you find a great test idea while brows­ing other web­sites. Very use­ful!
  2. Use the ‘Notes’ fea­ture to improve test com­mu­ni­ca­tion and learn­ings
    Another one of the very use­ful but less well known parts of the tool are notes, which show up in the news feed in the tool. These allow you and oth­ers to keep up to date with what is hap­pen­ing regard­ing the tests that you are cur­rently run­ning. In its sim­plest form, an auto­mated note is added every time a test is launched, changed or ended. But to make bet­ter use out of it, notes should be added when­ever some­thing of inter­est is noticed regard­ing test results (e.g. not­ing any con­ver­sion spikes asso­ci­ated with traf­fic source changes), and should also be used to add sug­ges­tions for test iter­a­tion and improvements.Notes can be entered on any test’s spot­light page, and are stored on this page too for easy read­ing and track­ing (in addi­tion to the being shown on your launch pad when first log­ging in). This brings us nicely on to the sub­ject of the spot­light page!
  3. Make bet­ter use of the ‘Spot­light’ fea­ture
    You will prob­a­bly have seen the spot­light page with­out real­iz­ing the impor­tance or use­ful of it. Any­time you click on a test to learn more, this is the first page that you will see. It stores key infor­ma­tion and results about each test. To get bet­ter use out of this, you should com­plete all the impor­tant aspects of it, like the ‘objec­tive’ and ‘result’ sec­tion, add rel­e­vant notes, and upload snap­shots of each variation.Then once you have com­pleted these key details, you should use the ‘email’ but­ton to send this spot­light to your test­ing peers and senior execs — it forms a great visual sum­mary of the test result. It also allows any­one else you send this to view it with­out hav­ing to cre­ate a Test&Target account first.
  4. Use the seg­ment fea­ture in the reports to find bet­ter win­ners
    When you are ana­lyz­ing your test results, don’t for­get to use the ‘seg­ment’ fea­ture to look for vis­i­tor groups that may have much higher con­ver­sion rates for par­tic­u­lar vari­a­tions of your test — don’t just push­ing one test win­ner live to all your vis­i­tors. Doing this seg­men­ta­tion is a sim­ple way to really boost your web­site con­ver­sion rates. For exam­ple, you may find that your repeat vis­i­tors engage and con­vert bet­ter with one test vari­a­tion, or your paid search vis­i­tors might con­vert bet­ter for a dif­fer­ent ver­sion. There is even a but­ton to help you push live mul­ti­ple win­ners in the reports page next to each test variation.And don’t for­get add some high value seg­ments in advance for each test when you are cre­at­ing tests (and get cre­ative with these and don’t for­get use the high value ones you already have in Site­Cat­a­lyst). If you for­get to set some up, unfor­tu­nately you won’t be able to per­form seg­men­ta­tion on your resuts (look for improve­ments soon though!)
  5. Use the Pro­files fea­ture to cre­ate more pow­er­ful tar­gets
    The tar­get­ing aspect of Test&Target is an incred­i­bly great way to increase your con­ver­sion rates by show­ing more rel­e­vant con­tent to your vis­i­tor groups. There are some built in seg­ments that you can tar­get eas­ily in the tool, like by source or by repeat/first time vis­i­tor. How­ever, there are even more pow­er­ful options to cre­ate cus­tomized seg­ments to tar­get, called the ‘pro­files’ fea­ture in the tool. These pro­files are used to col­lect infor­ma­tion and data about vis­i­tors that you can then use to tar­get, for exam­ple what pages or prod­ucts a vis­i­tor has seen, or whether they are a reg­is­tered user.You set these up in the ‘pro­files’ part of the ‘tar­get­ing’ menu, and then use them as tar­gets when you are a set­ting up a test, just like you would for a nor­mal tar­get (shown under ‘vis­i­tor behav­ior’ tar­gets). They require some cus­tom cod­ing help to cre­ate the pro­file, but I def­i­nitely sug­gest you use these to help tar­get and per­son­al­ize your web­site bet­ter. We have even pre-setup a very pow­er­ful pro­file for you in the tool, called Cat­e­gory Affin­ity, that tracks which con­tent your vis­i­tors see most often, and often per­forms very well for clients that use it as a pro­file to tar­get.
    So there we have the top 5 Test&Target power user tips — hope you find this post use­ful and a great refresher!
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