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A firmly rooted culture of experimentation is the key to success of some of the most famous ecommerce websites, such as Amazon, Jet (later bought by Amazon), Booking.com, and more. And which ecommerce wouldn't want to be as successful as them?
Experimenting with everything is the only way to make the most of your store’s potential.
To succeed at establishing a testing culture, you’ll need to start off with a successful conversion rate optimization program to foster confidence in the optimization process and gain experience in researching and testing.
Efforts to build an experimentation culture must be deliberate and methodical at every level of your company. It’s important for management to be convinced that optimization and testing brings results. If a process has no tangible or measurable results, management won’t see the value in it.
Plus, your marketing staff needs to gain experience in conducting research and interpreting the data they obtain. Smooth, efficient processing of customer data greatly enhances the entire CRO effort.
The critical factor here is cooperation between all the different departments in your company: conversion optimization is a multidisciplinary effort.
The marketing and web development departments are the most involved, and you’ll also need input from management and financial departments.
Your store’s financial department will need to provide exact data on costs and revenues in order for the CRO team to have a base for comparison. This department can also provide information on your store’s ability to offer benefits (like discounts or coupons) to customers.
Management needs to be an active part of the process from the beginning, and it is important that they keep an open mind to every idea. The imposition of pet ideas and HiPPOs (Highest Paid Person’s Opinions) is one of the greatest dangers to successful CRO outcomes.
When properly established, a testing process is the best way to reduce the risk inherent in making changes and discarding those that don't perform as well. It can also prove concepts and help you iterate to the best possible performance.
“Even if you’re not testing, you’re going to make changes to your business. That’s the nature of business, after all. You’ll change your web properties, your app, your messaging, your checkout process — you’ll change all of that at some point, because you understand that businesses can’t stagnate. Things move too fast. You need to iterate.You need to stay ahead of complacency.”
Dedication to continuous improvement is the most important aspect of ecommerce success, and a well-established testing culture can help you achieve that.
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