How would you design the experiment itself? What would you define as a good testing process / culture? What are the key metrics you’d pay attention to? How will you define success?
Sometimes I get questions from people about my work. If relevant to a wider audience, I also post the answers here :)
A good testing process involves all stakeholders, is structured and facilitates an easy flow of the experiments from ideation to reporting. At Euroflorist I implemented an online tool to which everyone has access and involves them in the experiment process. It also provides a clear overview of all past research, learnings and reports making it an essential database of our customer knowledge.
Roughly the experiment process follows these stages:
Idea → Hypothesis → Complete test plan → Designing → Development → Q&A → Approval → Live → Analysis → Report.
See also slides 48–54 In my presentation on building an optimization dream team.
Key metrics for experiments will mainly follow company wide KPIs and the micro conversions that lead to these main KPIs:
Important elements for a good optimization culture are:
For more on culture, see my presentation on Optimization Culture.
In the end success will be determined in how much we contribute to the main goal(s) of the company.
Ideas on the above? Let me know in the comments!
Recently I've seen some (often absolute) statements going around, generally in the line of "open source commerce platforms are a terrible idea". Now of course different solutions always have different pros and cons.
A hierarchy of evidence (or levels of evidence) is a heuristic used to rank the relative strength of results obtained from scientific research. I've created a version of this chart/pyramid applied to CRO which you can see below. It contains the options we have as optimizers and tools and methods we often use to gather data.