Testing Process
I recently posted about the importance of testing on your website – no matter what business you run online. This post is to help put a process behind your testing strategy.
VML Testing Process
VML Testing Process
- IDENTIFY – Leverage web analytics about your site to identify high opportunity pages that can significantly impact conversion and revenue. High opportunity pages are those that have high volume of traffic, involved in a conversion funnel, or directly related to conversion on the site.
- HYPOTHESIZE – Different test ideas are brainstormed about the page to improve KPIs on the page. The more ideas you have, the better. This gives you the best opportunity to test various levers for change.
- PLAN – Review your ideas internally and come to a consensus on the ‘best ideas’ for testing. Formalize these ideas into a test plan and be sure to include the actual creatives in the test plan.
- IMPLEMENT – Upon plan approval, implement the plan on the site leveraging technology from a testing platform like Omniture Test & Target, Autonomy Optimost, or Google Optimizer.
- ANALYZE – After the test has run for a planned duration of time, the results must be analyzed for a comprehensive understanding of the test.
- REPORT – A formal report should be developed identifying the winning creative as well as comparative analysis from the previous benchmark.
Good luck and Happy Testing!
