Test, learn & refine every experience. Make sure that you have a well defined process & ensure that you know what’s driving business value.
All organisations should have a well defined Conversion Rate Optimisation (CRO) strategy.
Below is a high-level summary of the things to consider:
🔗 Personalisation Value Chain:
Measuring Performance & Communicating Impact (6 of 6)
1️⃣ Capture Personalisation Ideas/Experiments (Hypothesis)
→ What is it that you are trying to prove/disprove?
→ Agree upfront what success looks like for each test (with all stakeholders).
→ How will you go about measuring this (against a default).
2️⃣ Create a Backlog & Continually Prioritise what to test
→ Leverage A/B Testing for this (A vs B vs C vs Default).
→ Simple to set-up & measure performance (against your Default experience).
→ Ensure variation details (A/B/C) are sent to your analytics solution.
3️⃣ Defined Audiences/Predicted-Intent
→ Ideally you can segment traffic (exposed to the test) by audience/predicted-intent.
→ Identify experiences that perform better by audience.
→ Ensure sufficient traffic through the test-page to reach statistical significance.
4️⃣ Document & Track All Outcomes
→ Whether positive/negative, ensure that all learnings are documented (i.e. don’t run a bad test twice).
→ Where positive → communicate far & wide to ensure ongoing support from execs.
5️⃣ Move positive experiments to permanent experiences
→ Where a positive experiment (for a specific audience) performed well.
→ Ensure that you have a process & the capability to author a permanent (personalised) experience for this audience.
6️⃣ Conversion Rate Optimisation (CRO)
→ Understand detailed conversion metrics (by campaign/traffic-source/audience/predicted-intent/etc)
→ Create real-time CRO Dashboards
→ Understand cash-in versus cash-out for paid traffic (ROMI)
Having a clearly defined CRO process, the required data/tracking/analytics in place & an agreed objective for each experiment will ensure that you are best positioned for this New World.
