Analytics Experiments to Build Growth
We operate in a fast-moving world with ever-evolving technology and expectations. It’s no longer possible for businesses that want to grow to simply upgrade their site occasionally, it’s now become a continual process and a culture of SEO optimisation that responds to measured shifts in user behaviour.
The Mindset of Experimentation and Growth
With such a huge amount of data available, many online retailers are now adopting a culture of growth and optimisation where every change is tested and quantified in an a/b split test in real time and on real consumers. The leaders of this trend value data over opinion and do not see a non-productive change as a failure, but more a chance to learn and grow.
The Growth-Mind Culture
- Test Everything
- Value Data Over Changeable Opinions
- Keep Testing and Learning from Failures
For people to be allowed to take chances on an optimisation failing requires a culture shift within the organisation. It requires that if something goes wrong, the evidence is not hidden and blame is not dealt. Even failures reveal data that draws out where the problem lies, and occasionally throws up new, but unintended bits of information that can prove useful in understanding your customers’ experience.
However, it is crucial that management understand that small losses in testing are not catastrophic, and will be recovered long term through the improved functioning of the website and a greater understanding of the needs of the customer base.
Don’t Leave the User Experience to Engineers
With the marketing team in many cases becoming the leading team in many e-commerce operations, it is important that details of website operation are not left solely to the technical team. Analysis of Google Analytics data allows teams to produce in-depth data that shows how the changes you are making are benefiting sales revenue, and more importantly from the perspective of search engine listings, the user experience.
The design also improves the functioning of many sites. Easy to navigate layouts, smaller graphics files and taking out steps and obstacles that your customer needs to tackle before making their purchase can all improve the conversion rate. Key metrics to look for are
- An increased time on page (but not coinciding with an increased number of exits from the page)
- Lower page exit rate
- Lower bounce rate
For e-commerce sites, you are also looking to see an increase in the conversion rate and the conversion sales value for an optimised page. These UX improvements don’t just benefit your customers. With improved functionality and customer service, you are often able to increase social signals around your brand.
Taking sensible risks and embracing your experimentalism should be an important part of any business. Not only does it build skills within the team by encouraging people to try new things (with a side effect of increasing employee satisfaction, it can also throw up new business ideas and increases in profitability. However, there is a management mission underlying this. The challenge is to let go, without creating chaos.
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