|Double the Value of Your Online Testing|
|Thursday, 28 October 2010|
Double the Value of Your Online Testing: Don't just get a result, get the maximum customer insights
Though a test may improve a page’s performance, its greatest gain often comes from what it teaches you about your visitors. This is because the value of customer insights extends far beyond a single test. However, often the potential insights of a test are overlooked, and consequently, lots of revenue is being left on the table. So, in our October 20th Web clinic, Dr. Flint McGlaughlin provided a robust methodology for proper test interpretation to ensure the greatest long-term return on marketing investments.
In this Web clinic, we studied a live experiment from our research laboratory and conducted a hands-on, workshop-like analysis of the results, revealing the insights we discovered from the experiment. We walked-through this case study – which produced a 23% increase in revenue-per-visitor – from the unique vantage-point of one of our own research analysts.
Dr. McGlaughlin then taught the three key questions that must be asked of every test in order to maximize the insights gained:QUESTION: What does this test say about my visitors?
Finally, Dr. McGlaughlin and the MECLABS Conversion Group team conducted the first-ever “Test Strategy Recommendation Session” of audience-submitted campaigns. Looking at the test history of audience-submitted online Web pages, we recommend future test strategies based on a decade of optimization research.
You can view the clinic replay, or listen to the audio recording (mp3), to learn how to begin gaining more insight (and ultimately more return on investment) from your own tests.