Imagine this scenario: you’ve just run your first few A/B tests and taken action based on the results. The primary call-to-action button on your homepage is now orange instead of gray. Extra steps in your checkout funnel have been removed to reduce friction. You’re wondering: where does the next great idea come from? Maybe you have several ideas; which do you choose?
There’s a good chance these questions sound familiar to you, even if you’re part of a mature optimization organization. Many teams, no matter the size, face a shared set of challenges when it comes to building an impactful, data-driven practice. These challenges include how to research, ideate, plan, develop and interpret the results of tests and campaigns to maximize impact.
Optimizely makes it easy to A/B test and personalize your website. Below, we offer a series of articles to guide you through A/B testing strategy and practice of experience optimization.
There are five major stages in the Optimization Methodology:
Your team works through each of these stages, from ideation to production, with every test or campaign it creates. This iterative cycle helps your testing organization continually learn from and improve your site experience, to drive business goals.
The articles below help you plan more effectively through each stage. So, when you analyze results in production (stage 5), you can monitor how improvement in one test affects other valuable revenue sources on your site -- because you set up monitoring goals in design (stage 3). Or, you can turn interesting data in your results into the next great idea you'll test (stage 2).
Read through the series to learn about the strategy behind experience optimization. Dive deeper into individual articles to take action on a specific step.
In this series, you’ll find:
- strategic recommendations for building a powerful, sustainable program
- actionable templates to help you jump right into prioritizing, designing, and sharing your experiment and campaigns
- resources to help new teams and more mature testing organizations build a strong, data-driven culture
If you'd like to learn about strategy in a step-by-step, interactive format, head over to our Strategy Essentials course in Optimizely Academy.
First, establish an optimization framework that prepares your team for longterm success. You’ll complete this phase once and revise only based on significant program or company-level changes. But you’ll consult the resources often to orient your efforts. So, tackle these steps early.
Once you set the direction for your program, it's time to research and brainstorm ideas for testing and personalization.
- Create a business intelligence report to drive ideation
- Use direct data to drive ideation
- Use indirect data to drive ideation
- Use analytics data to inform your hypotheses
- Drive ideation for your optimization program
- Create an idea submission form to build an optimization culture
- Design a hypothesis that drives your business goals
Next, you’ll prioritize, plan, and design individual tests.
Create your experiment in Optimizely. Before you publish it live to the world, QA to make sure it’s set up the way you want. Then, launch it!
Analyze your results, and take action based on what you find. More importantly, use the insights that you’ve generated from your winning, losing, and inconclusive tests to design the next round of tests and campaigns.
- Interpret your results
- Take action based on your results
- Share your results with stakeholders
- Work with a developer to implement changes in production
Every optimization team is different. As your program grows, the iterative cycle from ideation to production will help you adapt your process to meet the changing needs of your testing organization.
If you’re interested in discussing A/B testing strategy and Personalization strategy with other experience optimization professionals, join the Optiverse Community. Subscribe to the Optimizely Blog for more tips from experts in the field. Happy testing!