As the testing and Conversion Optimization of websites becomes more widely accepted and practiced, the technologies that enable testing (A/B and Multivariate testing software) are getting better and cheaper. There is good competition in the testing tool market, so it’s a great time to be a company looking to start a formal testing and Optimization program.
With all the choices for testing technology, a common mistake is for companies to simply buy/license a testing tool and assume that they can “handle” the needs of testing and be successful.
Many companies that go down this road fail after a short time due to the difficulties of setting up valid tests, getting measurable results, and coming up with new testing ideas. Even companies that are somewhat successful at taking on testing without any outside help tend to “plateau” after 6-12 months and aren’t able to get sustainably positive test results.
While I can understand a CMO’s desire to reap the touted rewards of Optimization “on the cheap,” this post will explain why you need staffed Optimization expertise to be successful in a formal testing program. Continue reading