When I think back to where we were two and a half years ago, the biggest issue with our testing program was that we tried several small ideas in different places and didn’t iterate enough on concepts. Our ideas were driven by individual opinions and changes that we saw our competitors making, which is one of the worst ways to run a testing program.
Here’s our story of bringing experimentation into a $51 billion company with 71,000 employees spread across 96 locations worldwide.
While most companies are drowning in data, few have the strategy or cultural maturity to use it for accurate measurement, let alone to make decisions or drive business goals. And while two-thirds of executives think they need a data strategy, only a third are getting it done.
Should optimization folks be in a separate team? Or under product teams or marketing? There’s several different ways, and choosing which one works best for your company can be challenging. Here’s a rundown of the frameworks, their functions, and the benefits and challenges of each.
How do you convince people with little motivation—throughout the entire business—to focus more on your customers? We spoke to six customer-focused leaders in a range of businesses and roles to see how they got people in their businesses to care. Here are their top four recommendations.
When you consider the vast amount of different kinds of visual cues that are available, things become complicated. You could use arrows, lines, photos of people, borders, pointing fingers, bright banners, exclamation points, check marks...the list goes on. Which brings us to the real question: Are some visual cues more effective than others? This study explores that question.
When shopping online, you can't hold the product, test it out, or talk to a salesperson about how different brands compare to one another. For these scenarios, social proof is frequently used to guide shoppers towards the best product choice. Which brings us to the real question: Which social proof techniques are most effective? Are some of them totally ineffective?
Many people in the marketing space are trying to figure out how to best present their value proposition. Which copy works best? Which design? These are important questions because your value proposition is such a high impact area of your site - some would say the most important part. So even though many people are working on and researching value proposition presentation, we thought there was still room to investigate.
How do you order your pricing page: Cheap-to-expensive? Expensive-to-cheap? Randomly? For this study, we manipulated the pricing page for a survey tool, SurveyGizmo, to see if there are different patterns of user perception and preference (choice of plan) for various layout designs.
Achieving a great customer experience that delights demanding customers (and delivers for demanding stakeholders) isn’t easy—even in the most forward-thinking organizations. Follow this 90-day plan to get the right things in place and start delivering results.
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