‘Four factors that define a successful web optimisation test’ – ‘Econsultancy’ Blog
David Moth says, “When seeking to optimise a website, what is it that defines whether or not a test has been successful?
It would be easy to fall into the trap of thinking that a test is only successful if it results in a positive uplift of some sort (e.g. higher conversion rate), but in fact the truth is far more complex.
Our recent report, The Past, Present and Future of Website Optimisation, published in partnership with Qubit, examines on a more granular level what are the characteristics of a successful test.
The report details real, on-the-ground experiences of marketers from a variety of different industries.
It is based on in-depth interviews with senior-level executives working within ecommerce, online and marketing departments, from companies including Topshop, Ann Summers, Shop Direct, Schuh, Best Western Hotels, and LV”.
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