A/B testing and optimization does not always sound like a sexy subject to talk with someone (if that someone is not an analytics practitioner). Neither is going to the dentist for some people.
But just as people do make an appointment with a dentist, managers need to make an appointment with their analytics teams to understand what content and app features are working to attract customers. Thus managers need to have discussions about testing and optimization plans.
In starting discussions about testing and optimization, a few simple questions are worth asking.
- What testing is needed in the overall digital strategy? What website elements, qualities or user actions are repeatable to warrant testing and optimization? These questions highlight what the test is meant to accomplish – essential asking “What is the test for?” The questions also highlight what element in a website or app is being questioned.
- Which internal organization owns the Testing / Optimization process? In short, who is running the test and responsible for the reporting?
- How can this testing support the analytical needs of the marketing campaign? In other words, how does this support a goal for the organization?
- What obstacles hinder testing? What resources are needed?
Consider the following as those thought-starter questions that can lead to a healthy discussion and decisions on how to best approach a digital presence for an organization.