7 Best Practices for Testing and Targeting
Testing is one of the most important factors in driving conversion and elevating customer experiences. It turns insightful data into useful information. The e-tailing group and Amadesa recently conducted an online survey of 160 merchants, Testing Ready: The Merchant's Cheat Sheet for Testing and Targeting, to try and help them improve their testing experience.
The survey revealed that 38 percent of respondents test every once in a while, 33 percent actively test and 28 percent test monthly. The main reason given for a lack of testing? Budget issues.
In order to improve testing and enhance merchants’ experience, the report outlined seven best practices for testing and targeting:
1. Try it. Testing benefits both large and small businesses, and neither can afford not to test (despite any budget restraints they may have). Get started with testing and keep learning along the way. Nike's "Just Do It" campaign serves as a great example here. The report suggests the following steps:
- keep a comprehensive list of testing ideas and share them with your team;
- start small by looking for quick wins rather than more complicated strategies;
- reach out to industry peers for advice; and
- adapt to changes along the way.
2. Think big, start small. Reach for the stars, but start with your feet on the ground. The marketing power of testing shouldn't be underestimated; a lot of thought should go into the plan you're going to put in place. The report suggests dedicating the following resources:
- establish a testing budget for a realistic plan;
- integrate an approach into e-commerce time lines;
- gain support at the highest levels of your organization, ensuring everyone is on board with your plans; and
- pull together internal resources to support development through analysis.
3. Seek short-term wins. Testing can become a drawn-out process that's made harder than it needs to be. Start with short-term wins that deliver real results. Be ready to react to the results you get based on strategic goals. This can be done by testing your most trafficked pages — e.g., your shopping cart, homepage, product pages, "add to cart" buttons and call-to-action messages. The study suggests the following: