Hit­ting the bulls-eye in archery is not just about how easy it is to bend the bow; it also depends heav­ily on an accu­rate assess­ment of con­di­tions and a strat­egy for aim­ing the arrow. The same is true in hit­ting your mark or tar­geted audi­ence in dig­i­tal mar­ket­ing. Unfor­tu­nately, with all of the respon­si­bil­i­ties on our plates these days, it’s tempt­ing to over­sim­plify test­ing. The real­ity is that with­out the abil­ity to effec­tively tar­get in real-time, it’s nearly impos­si­ble to con­sis­tently drive con­ver­sions and max­i­mize ROI across a diverse cus­tomer base.

What’s miss­ing in many opti­miza­tion tools is a step-by-step frame­work for set­ting up an effec­tive test, and clearly defin­ing the depth and breadth of your results to max­i­mize return in real-time at a gran­u­lar level. At the same time, it’s nec­es­sary to acquire data to clearly define the next steps in grow­ing your opti­miza­tion pro­gram efficiently.

Using an over­sim­pli­fied opti­miza­tion tool puts your efforts at risk because it over­looks cus­tom tar­get­ing and met­rics, or the fine-tuning of a test design to achieve accu­rate, desired results. In this case, test­ing is lim­ited to a broad swath of the user pop­u­la­tion. Sure, you might see a lit­tle bit of lift, but you’re essen­tially cre­at­ing a dis­con­nected “opti­mized” expe­ri­ence that’s tar­geted toward an “aver­age” customer—one that may not even exist within that broad pop­u­la­tion. Mar­keters run the risk of over­look­ing huge seg­ments of their user base that may be behav­ing in a dif­fer­ent way and are likely not receiv­ing the right set of expe­ri­ences to drive con­ver­sion.  They also run the risk of not being able to deter­mine pro­gres­sive, rel­e­vant expe­ri­ences across touch points and chan­nels by test­ing and deter­min­ing the best per­form­ing series of experiences.

We rec­og­nize that effec­tive test­ing and tar­get­ing is best achieved through a guided frame­work with best prac­tices built in, and cus­tomiza­tion at your fin­ger­tips. It’s a bal­ance between hav­ing a quick set-up process while also facil­i­tat­ing an orga­nized approach that allows the non-technical mar­keter to iden­tify the essen­tial steps or refine­ments that they need to achieve their goals. This requires a step-by-step, visual test design method­ol­ogy that is focused on cre­at­ing the most effec­tive tests. Instead of over­sim­pli­fy­ing the process, it’s impor­tant to make it as easy as pos­si­ble to set up an effec­tive test using on-screen levers as well as out-of-the-box para­me­ters and rules that allow dig­i­tal mar­keters to con­tin­u­ally fine-tune their tests.

It’s not just about hav­ing a tool that pro­vides ease of use. Rather, it’s about how you can aim your bow, acquire the rich data you need to define a pro­duc­tive opti­miza­tion strat­egy, and hit the mark in terms of your imme­di­ate KPIs as well as the long-term growth of your pro­gram and com­pany. There’s much more to come from us, so please do stay tuned in and in touch.

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