Site Optimization Requires Marketing Process ChangesIn addition to adding the right resources, organizations need to evolve their marketing approach to consider integrating testing into the overall marketing strategy. Testing is a discipline that requires planning and process to successfully execute, so organizations that are looking to get into testing need to evolve their marketing campaign and creative processes to consider building the assets and setting up the site to test. Think of swimming as a metaphor as you’re either wet and in the pool or dry and out of the pool.
Site Optimization Continuum – OngoingOrganizations that move beyond organizational inertia are the ones that are well positioned to capitalize on the broader opportunities afforded by testing. Those that are challenged with marketing teams that refuse to evolve should strongly consider hiring an external services partner, or deferring the activity until it can become an organizational priority.
Marketing Should “Own” OptimizationAlthough some pundits in the industry view optimization as an extension of web analytics, we advocate that optimization is owned and fully integrated into a company’s marketing team. Offers, audience, UX and creative is at the heart of what needs to be optimized and given marketing’s ownership of these areas, key optimization roles need to exist within a marketing team. Insight into broader marketing efforts and investments help to inform areas of opportunity and focus for optimization making the alignment even more important.
Organizational RequirementsAssuming your company’s website plays a strategic role in your marketing mix and receives sufficient resources and your team has achieved a basic level of competency with a web analytics, you are now ready to consider the team members required to build a successful program. Here’s a breakdown of the high-level key roles that need to be aligned with optimization if you’re going to have the foundational resources to succeed.
Organizational Requirements for Success
The SponsorExecutive sponsorship should be viewed as an organizational prerequisite to building an optimization program. This person is typically the VP of Marketing, CMO or Director of Digital Marketing. The sponsor is responsible for:
- Evangelizing the value of optimization
- Owning the budget and resource commitments
- Defining the overall KPIs and success conditions
The Optimization AnalystOf all the team members, this role is the most critical as they serve as the overall project lead and owner. Again using sports as a metaphor, this is the QB, center midfielder or point guard of your team. The experienced person tapped to own this role should have the following characteristics:
- Experience with digital marketing and web analytics
- Insatiable seeker of continuous improvement
- Strong cross-departmental collaborator
- Strategy and planning – e.g. the optimization road map
- Analysis and reporting
- Project management
The Creative LeadOptimization creative is more specialized and considered than general creative design as they need to develop conversion focused layouts and creative assets with an objective of driving a desired action. The creative lead is responsible for:
- Creative strategy for testing
- Asset generation
- Test build
- Page or site optimization tool setup
- QA across browsers and devices
Project ManagementWhen your organization clears the initial stages and sees increasing demand from different areas of your company, it is time to consider adding a project management resource improve the efficiency and focus of your team. The project manager is responsible for:
- Workflow and overall coordination