I think most of us would agree that flexibility and the ability to adapt are important, but we perhaps don’t realize how much we rely on this. Take for example our eyes – our pupils open and close to adapt to the amount of light in our environment, and we can see small differences of color in bright daylight, while still being able to make out shapes in low light. Even more impressively, our retinas manage the amount of brain power we need to see by communicating only the changing parts of our environment to the brain – and when we move somewhere new, the retina dynamically adjusts how it does this: known as Dynamic Predictive Coding .
So what does this have to do with conversion rate optimization? For a CRO programme to be truly effective, it needs to have the same effortless flexibility that our eyes have. The seasons change, your business changes, your customers change, your competitors change – and your CRO activities need to adapt and – like our eyes – use resources efficiently to react only to those changes that matter. In this series, I’ll talk about a number of ways that you can develop your own version of Dynamic Predictive CRO to keep your CRO program adapting quickly whenever it needs to.
In this post, I’ll start out by covering why you need a flexible toolbox that can quickly adapt to each situation. In later posts, I’ll go into how you can prime your program to be flexible when it comes to technical implementation, resources, time planning and the ability to react immediately to important changes outside of your control.
Flexibility to choose the right type of test
Remember when you test that you are trying to solve a problem for your users, and you need to pick the right tool to fix that problem.
Think of this like DIY. If you want to knock a nail into wood you reach for a hammer but if you want to paint a room then you need paint, rollers and brushes. If you want to test two different concepts for a landing page then reach for an A/B test, but if you want to understand how positioning of multiple elements on your high-traffic product page affects sales, plump for a multivariate test. If your problem is that users don’t understand how your product solves their problems, try segmenting and serving personalized content. If you don’t know what your problem is in the first place, turn to your analysts and analytics or set up some user testing.
You will almost certainly have lots of different problems to solve, and these will keep changing as your site and your customer base evolve, so it stands to reason you will need to have a toolbox with multiple tools. Trying to answer every question with a two variation A/B test is like trying to paint a wall with hammer!
In summary, take a look in your toolbox and make sure you have access to variety of tools, for example self-service and complex A/B testing, multivariate testing, personalization via audiences, customizable analytics and user research capabilities.
When planning a campaign or test, start with the problem and then choose your tool rather than the other way around. In the next post, I’ll cover more on the technical capabilities to you’ll need to use your flexible toolset to maximum advantage.