October 18, 2013
What's the best way to start testing in an organization that's not used to having a culture of testing? —John M., ecommerce marketing manager, Orchard Brands.
5 Steps to Starting a Testing Program
Starting a testing culture within your organization is never easy, and it can take a while until it catches on. But once everyone catches wind of the success that you're having with your testing program, it’ll take off.
To help guide you through this, I’ve put together a few key steps around implementing testing in an organization that's never done it before. Just remember, your unique culture should always be taken into consideration when building this program out.
Step 1: Gather key stakeholders. Involve them in brainstorming and prioritization discussions. It’'s much easier to be proactive with communication if they’re involved from the get go.
Step 2: Identify internal reservations and concerns. It’ll be a lot easier to build confidence and support around your testing program when you understand the reservations and fears that key stakeholders have. Ask questions like, “Have you experienced testing previously?” and “What’s valuable for you to learn?” to understand where the fears are coming from, and what will be considered a success the future.
Step 3: Start simple. While you’re focused on gaining support and traction for the new testing program, it’s important to move quickly and to start gathering data to support your initiatives. You’re looking for quick wins. They may not be the fanciest ideas, but once you have a handful of quick wins under your belt, it’ll be easier to gain support around more resource intensive campaigns.
Step 4: Share your success with others. Finding a way to communicate the success or learnings of your campaigns internally will help you gain momentum and support.
Step 5: Iterate and grow. Once you’ve gained momentum in your program, it’s important to continually improve, iterate, and grow your optimization efforts. Now that you’ve gained traction internally, continue to support long-term business goals through optimization efforts.
If you want more info on Website Optimization Governance, read this blog post by my fellow strategic services director, Will Harries.
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Ask Abby is penned by Abby Dineen, a Strategic Services Director at Monetate. When she's not busy working with clients like DestinationXL, DrJays, Nike, Verizon Wireless, and CVS, you can find her running 12 miles to work or corralling her puppy Franklin through Monetate's HQ.