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.
Mastering Big Data: Best Practices, Dos & Don’ts
Big data offers big opportunities for marketers, enabling them to deliver the most relevant website experiences possible to visitors. But there are hurdles to overcome. Find out how to avoid big data missteps and stay on the path to success. Download your free copy today.
More Business articles from Business 2 Community:
- Does Your Company Give Mobile Content Marketing Enough Attention?
- Christmas Marketing Ideas For 2013
- How Do You Know If Your Copy Is Any Good? (My 4 Step Process For Copy Testing)
- Other Than LinkedIn, Why Are B2B Marketers Still Unsure About Social Media?
- How To Do Conversion Optimization With Very Little Traffic?