When it comes to testing program success, lift is undoubtedly the most popular or most used metric to measure success. The reason for its popularity is that for executives or sponsors of the testing program, it is tangible and can be measured in dollars and cents.
That said there are many other less tangible ways of measuring success. Here at OpenText™ Optimost we believe it is important to recognize, and embrace, less tangible measures because they often signal current and future success. In this post, I’ll cover 8 additional ways you and your cohorts can measure the success of your program other than lift.
1. Your program follows a well-established process
Having a well-established, repeatable to process is important. Without a process, it is easy to miss deadlines, tasks fall through the cracks and projects are de-prioritized. These pitfalls often lead to less testing and less impact on the business. To circumvent any negative impact to your business and your program, we recommend establishing a process that outlines steps to completion, resources involved, responsibilities and expected turnaround times.
2. You have buy-in and participation from management
Buy-in from management is critical. Without buy-in from management, your program has a high probability of being underfunded or ignored. Get buy-in from management by getting your boss involved in the process early on and continually communicate your learnings and ROI of the program. The more involved your boss is, the more likely you are to receive praise and receive additional resources to expand your program.
3. You create and follow a strategic, data driven roadmap
The biggest disservice you can do to your testing program is not build a roadmap. The roadmap helps set the cadence of your testing program, ensures that your tests are all driving towards specific goal(s), and ensures everyone impacted by testing are on the same page. To guarantee the most success, make developing a data-driven roadmap one of your top priorities year after year.
4. All departments participate and contribute to testing
Testing relies on a number of internal resources to be successful including IT, Analytics, Marketing and Design. IT helps deploy code, Analytics farm testing opportunities, Marketing determines strategy, Design provides the design variations. It’s important to establish relationships early on, help educate them about testing and the important role they play in the success of the program. Nurture those relationships by including them in important meetings and giving them praise during your regular testing recap meetings.
5. You utilize a variety of testing tactics
It’s easy to get wrapped up in running AB tests exclusively. They are quick to implement, often times show a great deal of success and results are easy to interpret. That said, a successful program utilizes a variety of tactics including MVT, segmentation and personalization. This approach is similar to personal investments in that utilizing a number of different tactics helps mitigate risk and maximizes return. Spread the love.
6. You learn (and earn) from your losses
More experienced testers understand that there is no such thing as a failed test. Results of tests that perform poorly or differently than expected help inform the next set of tests and often lead to results that are much more positive. When you come across a loss, use the data available to you to find out why it performed poorly and make the appropriate adjustments.
7. You’re not afraid to take chances
Again, much like investing, the greater the risk, the greater the reward. A successful optimization program takes chances and goes beyond the boundaries set by traditional brand marketing. Try something drastic, break out of the brand guidelines and upset your superiors – it pays dividends.
8. You communicate and celebrate results regularly
Perhaps a blend of some of the other seven successful signs, communicating and celebrating success regularly is vitally important to the success of your program. Communicating results helps gain buy-in from both management and your cohorts, but it also provides you the opportunity to show your success. More importantly, it helps create efficiencies within the organization. For example, many of our clients utilize their best practices to help inform future landing page or site redesigns.
Kick your testing program into gear by applying these eight strategies today.
Here at OpenText Optimost we pride ourselves on building successful testing practices within our client’s businesses. We would love the opportunity to kick-start your program.
If you need help applying these eight strategies to improve your testing program, get in touch with us at email@example.com.