Previously, I wrote about five steps you can take to start testing and how to grow a successful testing program. Once you've decided to take the plunge into continual optimization, the next step is choosing a testing platform to run your A/B and multivariate tests. With lots of options and maturing vendor solutions, companies in Asia can bypass the hurdles that Western markets have faced over the last five years and start taking advantage of more complex testing strategies right away.
Implementation - the Big Hurdle to Agile Testing
One of the biggest hurdles testing programs have faced is around technical implementation. Simply put, testing doesn't just start and stop with a good idea. There are multiple steps to getting a test off the ground and live on a site. Too often, test ideas lose momentum when the actual implementation needs to take place because developers typically have other responsibilities. So, if testing requires constant code changes, you'll notice a big delay every time you want to run a campaign.
However, if you're only planning to run a few tests per year, don't immediately close the door on tools that require test-specific implementation. The greater point is that if you don't want implementation to be an issue, you should:
The good news is that many testing vendors have realized that implementation is a big factor to how their tools are used and have begun structuring their interfaces and support systems with the average digital marketer in mind.
Other Factors to Consider
Technical implementation isn't the only thing to consider when you're looking for a testing platform. To make the best choice for your business, you'll also want to understand the following:
How to Get Started
The Future of Testing
Testing will become more of a core component of companies' overall marketing strategies. As a result, tools will continue to evolve quickly. Already we are seeing big changes with leaders in the market to integrate their specific solutions into full optimization suites that will hopefully begin to crack the question of, "What do we do with all this big data?"
We will also see the progression of more sophisticated testing scenarios to keep up with the rise of the omni-channel marketing that spans pages, domains, devices, and locations.
Ultimately, over time we should see a more personalized experience that's not just based on a wide set of segmentation factors, but the specific needs and behaviors of every individual user.
Image on home page via Shutterstock.
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Breanne Maliniak is a user experience and conversion rate optimization consultant. With over 5 years of experience in the digital space, her passion is balancing business and consumer needs to improve her clients’ profitability. With years of consulting for clients of all sizes in B2B and B2C industries, she firmly believes that a company’s success relies on happy customers and works on helping organizations discover and connect user experience to every facet of their business. By doing extensive research, Breanne’s passion for creating targeted data-driven optimization strategies has led to successful projects with marquee clients such as SAP, Four Seasons Hotels & Resorts, Yves Saint Laurent, Hewlett-Packard and Aberdeen Asset Management. In 2010, Breanne was recognized with the HSMAI Adrian Award for the Best Search Marketing Strategy.
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