If you run a testing program, it may be hard to collapse everything you know into a simple reply. But your leadership team will value your ability to do so.
One of the big motivations for conducting a website testing program is to figure out whether what you’re doing is having an impact on your business.
It’s a good business exercise to review what you’re currently tracking, versus what you would want to track if given the opportunity.
Even if non-purchase behaviors don’t track to immediate revenue, they do provide us with something that can be equally as important: clarity about our customers.
As digital marketing moves to being truly omni-channel and truly one-to-one communication, every digital experience should deliver joy.