agile marketing

How many goals do you set when you’re designing a split test for your website?

We’re goal-crazy here in the lab at Conversion Sciences. It is not unusual for our tests have dozens of goals. Why is that?

We see split testing as a data collection activity, not a tool that gives us answers. It’s not like wikipedia. The split-testing software on the market to day is amazingly agile when it comes to tracking, targeting and snooping on visitor behavior. We certainly want to track transactions, revenue and leads. But we learn so much more from our tests.

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In my new Marketing Land column The Multi-Goal Magic Of Split Testing Software, I describe how we use some of these goals to find sweet spots in a website.

  • Find out how to “light up” a funnel that is invisible to analytics.
  • Discover the pages are most influential in converting.
  • Segment your audience based on their behaviors.

You can listen to the column or read it for yourself.

Levitation 3I’ve written about being the “Cheerios Guy” of your organization; that is, running around talking up what you’ve learned as you’ve tested things on your Web site. Yes, it’s can be irritating, but it is VERY necessary.
The real question is, how do you equip your CMO to be the Cheerios Guy? You can’t show him or her the charts, spreadsheets and test results. When they get button-holed by the water cooler or broad-sided in the board room, they need a little swagger. You need to tell the story that lies in the data.
You need to give them a Book of Swagger.
Rose Holston takes us through the Book of Swagger, a device invented by digital communications guru Korye Logan in The Agile Marketer and the Book of Swagger.

The aim of the “Book of Swagger” is to be simple:

  • A prologue. A short narrative that sets the stage for the story. Statistics and web analytics define a baseline from whence we came (the past) and where we are today (the present).
  • Conflict and resolution. Talk about the drama of “wins” and “revelations” as the team completes scrum after scrum.
  • The future. Your communications toolkit becomes the basis for looking to the future. This is where your “Book of Swagger” illustrates the wins and losses that feed our mid-management and C-suite folks with information that helps to set the agenda.

Read the entire article
Photo courtesy bizior.