Every year, the (Dutch) Shopping Tomorrow initiative brings together a large group subject matter experts (450 this year) to tackle specific busnisess challenges about — you guessed it — how consumers are shopping in the near future (tackling both online and offline).
2016 I was part of the ‘Revenue Optimization’ group for the second time.
Together with 18 other experts improved on the process of optimizing
on-site revenue that we first created in 2015.
Here I’d like to share the main findings that we published in our (Dutch) whitepaper [download].
Looking at the CRO version of Maslovs piramid, we made the following choices:
example: if you find a SSL security issue during a usability test,
you’re not going to A/B test how that impacts conversion: you just
implement it. But when there are issues with usability of functionality,
it depends on the issue if you want to test it or implement it
Final take-aways from the expert group
Create your list of potential improvements always on basis of (qualitative or quantitative) data instead of gut feeling
Also use data to prioritize your list in order to get maximum impact in your KPIs with minimum effort
Validate potential improvements through A/B testing and setup processes to continuously learn from your target audience.
Hope this is useful to you, if you have any specific questions about the Dutch resources I linked to, let me know :).
One final personal note I want to add: At Euroflorist
I’m working with all of the above and a great help with all of this is
our CRO Project Management tool: Effective Experiments. We are very
happy with how this tool structures the process, guides the CRO team,
documents everything and (partially automatically) keeps the rest of the
organization involved and informed about what is going on in the
optimization team. If you are a level 2 or higher, I’d highly recommend
you give it a try!
In rapid changing online environments, continues business experimentation is a great way of constantly learning what works and what doesn’t. But then the question might arise: how far do you go? What do you test? And is it sometimes ok NOT to test something?