If you are unsure that your website is performing as well as it could, there is no better way to find out than by testing. A simple A/B test can determine which headline, image, or Call to Action works best for your customers. Deeper testing can find which copy, layout and functionality are ideal. Creating and implementing a strategic plan for testing your website will incrementally increase revenues, as well as provide more information on your customers that traditional analytics won’t always provide. Without a strategy, A/B testing is nothing more than interesting tests that create little to no revenue increases.
Personalization goes hand in hand with A/B testing. Testing can give you the data you need to create personalized experiences on your website. If your customers feel that you care about them they will become loyal customers. Much of marketing is about giving the customer what they want, and personalization gives them what they want, in the way that they want it. As long as you aren’t “creepy,” personalization is one of the best tools to create customer loyalty and repeat business.
In order for A/B testing and personalization to be effective, a strategy must be in place. If there is no strategic plan in place, then you may feel like a hamster in a wheel, running and running without getting anywhere. The individual tests are tactical, and the overall goal is strategic. One without the other will leave your testing and personalization efforts
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu, The Art of War
Ben is very knowledgable with testing, personalization and reporting. As a client he moved quickly, tested a lot and acheived quality, incremental gains. Most importantly I really enjoyed working with him. He’ll be missed, but it sounds like things are already going very well at 2nd Beach.
Usability Analyst at Toll Brothers