Post-Click, Big Testing & Momentum

Last week our entire organization came together to (formally) kick off 2013 at our headquarters here in Florida. In addition to a scavenger hunt, a science fair and an “adult” pizza party, we also spent a lot of time brainstorming product innovation cross-departmentally. It was a great experience for ionians new and old, and fun was had by all.

My personal favorite part of the week was a presentation that our co-founders Anna, Scott and Justin gave to the entire staff in our [busting at the seams] conference room. While I can’t share all of the exciting topics covered in this meeting, I can say that hearing our fearless leaders talk about the year ahead was inspiring.

I walked away not only inspired, but also pumped to share three key takeaways from our summit. So, pay close attention, because this is important!

Post-click is back. 
Well, in reality, it never really went away. Everyone just started going landing page cray cray! However, cliché “landing pages” are notoriously (below) average experiences. For most of our customers, formulaic landing pages (headline, content, call-to-action) aren’t an option. Savvy marketers need more – and they deserve more! Since 2007, we have been focused on highly targeted, personalized, post-click experiences. Oh sure, we do landing pages, but we also give you the opportunity to go beyond landing pages, way beyond. Post-click isn’t new, but its back and its better than ever.

Big testing is “it”.
Big data is, well, a big topic. It raises big questions for marketers, mainly, “how do we use this data to grow our business?” But we believe that big testing may be more important than big data. Because testing big ideas 1. drives meaningful learning 2. empowers teams and 3. fosters a culture of experimentation.

Post Click, Big Testing & Momentum image big testing 3 parts 600Post Click, Big Testing & MomentumImage courtesy of Scott Brinker, Search Engine Land

Big testing is about experimenting with big, bad, bold ideas. It means breaking free of the iterative state of mind and innovating for big results. If you aren’t testing, you are status quo. And if you aren’t innovating, you won’t be able to stay ahead of your competition. Big testing empowers teams to run their own tests and not be afraid of “the big bold test.”

Momentum = Mass x Velocity.
Now, I am by no means an expert in physics, but I do know that momentum is the product of an object’s mass and velocity. Mass contributes to momentum, so a large object, moving at a faster speed has greater momentum than a smaller one moving at a slower speed. Momentum can mean many things to many people, but for me, it means moving the needle quickly and efficiently. It means planning a quarterly or monthly roadmap for customer testing or campaign initiatives. But, it also means having the agility to tackle a challenge, define an objective and execute upon a solution within hours or days, not weeks or months. It means brainstorming an idea in the morning and launching it in the afternoon. It’s blowing through 20 test waves in 4 weeks and lifting conversion rates over 300%. Yep. ”I’m kind of a momentum guy…” (says CEO, Justin Talerico).  Me too, Justin. Me too.

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