“We’ve learned way more from our mistakes than we have from our successful tests”
In this presentation, delivered at the eMetrics Marketing Optimization Summit Washington DC 2010, Dave Nelson shares three main lessons Dell learned on the Analytics and Testing journey:
- Focusing on a set of important pages (based on global experiences) can be more profitable than testing all pages equally;
- Even small user experience improvement on checkout and cart pages can bring a significant increase in revenues;
- Tailoring customer experience around customer needs and show them relevant content will increase their likelihood to buy.
Dave also shares examples on targeting and testing techniques they have used and the results from some of the campaigns.