We start by listening to the executive team about company history, unique challenges, and upcoming targets. We listen to what analytics data tells us about the business opportunities. We listen to third party research about the industry. Then to the sales and customer service teams, as well as gathering feedback from customers and prospects across social media platforms. Listening first builds the foundation for executing a meaningful strategy.
Identify
After much listening, we are positioned to identify bottlenecks and opportunities for growth. Our process provides clients with a prioritized list of opportunities that we’d like the tackle with them.
Solve
We’ve agreed on the prioritization of opportunities and it’s time to get creative about developing solutions. Solutions may include new paid campaigns to test, new landing pages or content concepts, as well as improvements to the website user experience.
Test
The only bad test result is one where the test was not run properly. A proposed solution that underperforms in a test is still a win; it provides valuable insights that guide the next round of solving and testing. Of course we also love test results that show improvements and more commonly see this as the outcome in our workflow.
Evaluate
What is measured will determine what we learn. Historically we were quick to jump to concluding metrics of uplift, revenue, or profit. The test either won or lost. The end. With experience we’ve discovered that the metrics in the middle, which show more of the full journey, can be as or more important for understanding how a test performed and where the future opportunities lie.
Next steps
Within every test is an opportunity to gain a deeper understanding of a client’s consumer and the opportunities for growth. We go beyond the immediate test result. We ask, what happened within the test? How did users interact at each stage? How will this inform future tests? Can the learning be applied to other channels, pages, or flows?
