Tag Archive: trial & error economics
A/B split testing for you and me
A/B split testing is the scientific way to see if a change is helping or hurting your site. Or if the change is just a change. It is founded in the core belief that trial and error economics works far better than HiPPO marketing.
How does A/B testing work?
The idea is to change some part of [...]
38% improvement in conversion rate
We’ve recently completed a project in the Healthcare sector yielding a 38% improvement in on-site conversion rate whilst battling a 15% drop in overall traffic. Like many marketing departments, they had a view of what would and what wouldn’t work and for some time now had been following a very traditional but blinkered approach to [...]
Testing landing pages
For the commercial world outside of consumer e-commerce, focused landing pages are the fastest and easiest ways to improve all conversion points on the site. They are the heavy lifters of this world. Often the Landing pages, being small and light, means they are easy to work with, easy to optimise and easy to improve and as a result a typical company might change these once every month or so. But how can you tell if you are actually improving the landing page? What happens when you’ve done all the “normal” stuff? What happens when the conversion rate starts to fall again?
Web Kaizen
The art of improvement is simple; make a change and then test it. If it’s better then use the latest version as the best and then cycle round again
Effective use of online journey management in a commercial environment
Online journey management is the creation of a series of tailored steps that online visitors are able to go through incorporating a platform that is able to identify what stage the visitor is at and to deliver highly focused content that drives the visitor along his or her journey…
the rise of trial and error economics
As organisations become ever more fleet of foot it becomes clear that the “old world” approach of making huge, long range policy decisions is no longer appropriate. For some time now I have been advocating a “test, test and test again” approach mixed in with a quasi-Kaizen methodology when it comes to improving the performance [...]
‘Quantity Always Trumps Quality?’
An internal post on our extranet got me thinking about the argument that quality is a function of quantity. In the post (Coding Horror: Quantity Always Trumps Quality ) the idea was that better quality is the outcome if you iteratively do things over and over again – is this not just an application of [...]
