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Optimizely Knowledge Base

Create an experimentation roadmap

THIS ARTICLE WILL HELP YOU:
  • Organize your list of test ideas from first-to-run to last
  • Create a meaningful timeline for running your experiments
  • Implement a process that prioritizes your test ideas automatically

How do you decide what to optimize and when? To figure out which experiments and campaigns to run first and what to expect in terms of impact, create a testing roadmap.

A full testing roadmap moves beyond a basic prioritization framework by including an implementation schedule and a breakdown of the experiment workflow. You can create this framework with spreadsheet or with a project management tool.

A well-structured roadmap clearly communicates the intent, value, and timing of your optimization program. It will allow you to make clear statements such as:

During the next month, we'll be running these two tests on the product page, these two tests on the shopping cart page, and this test on the payment page. We’ve secured buy-in/resource support from merchandising and relevant Product Managers. Our tests are planned into the next two sprint cycles.

Download a template for an experimentation roadmap: 

For more downloadable resources, check out the Optimizely Testing Toolkit.

A roadmap helps you clearly define the key features of your testing program.

Use it to track:

  • What you’re testing

    • Which experiments will be implemented, in prioritized order

    • Do we have a balanced testing schedule (U/X theme, location, tactics, goals being pursued)?

  • When you’re testing

    • What’s our timeline or schedule for executing these tests?

    • Will any of these tests interfere with one another or other planned campaigns, like sprint releases or promotional campaigns?

  • Who is involved in testing

    • How do workflow dependencies fit into the schedule? (resource allocation, reviews, approvals)

    • How do we maximize the availability of our resources based on other company timelines and strategic campaigns?

  • How your tests align with company-wide strategic objectives

    • Are we testing throughout the funnel / important user flows?

    • Do these test ideas have a common strategic theme in line with our KPIs?

A full roadmap can incorporate resource management, plan for dependencies, and accommodate business priorities. It may reveal opportunities to embed A/B testing and personalization into other major initiatives to increase the visibility of your program across the company. It can also help you coordinate optimization efforts with development sprints, marketing initiatives and campaign launches, and user research or focus groups at scale.

Testing programs are sometimes susceptible to delays when other company initiatives take precedence. For example, if there's a scheduled code release is rolled back or the developer/UX resource you work with is unavailable, your program may be stalled.

In your backlog, plan a few tests that can be launched with minimal effort like simple headline or messaging changes. In these instances, take the opportunity to launch lower effort tests (which may still be highly impactful)!

Learn more about Roadmap Prioritization in this 24 minute video.

 

Check out more of Optimizely's workshop series.