Each week at Brooks Bell, we have a short meeting Friday morning with the entire team. During the meeting we get updates on tests and the company, and award a “Star of the Week.”
This week, our Star is senior optimization analyst Taylor Wilson! We’ve recently established a Passion Committee, which is responsible for bolstering passion for all things testing and optimization. As a member of this committee, Taylor has taken the reins and made things happen. Congratulations Taylor!
What advice do you have for companies stuck in a testing rut?
For companies with less-than-ideal test results – test everything and consider a strategy change. We’ve had spells of flat tests, just like any testing program and have learned that its important not to stop – test every change that could make a difference. Oftentimes we’ve tested the position of elements or the UX of a form flow many times, only to see our lifts drop or become flat. Change strategies, not just in terms of the element you’re changing, but in terms of how you approach the problem. Do you need to be more emotional with your design, as opposed to just changing color, and begin testing value prop or urgency messaging? Certain funnels, and devices for that matter, require a different approach. We are constantly evolving our testing strategy, and gradually learning when it’s time to stick with a strategy or change course all together.
What is the key to good analytical reporting?
Transparency. It’s important to be clear and concise so that everyone has something to take away from a report. There are always items that you may not know, be it because of time, tracking, knowledge, etc. – but it’s vital that the audience understands where the data and recommendations are coming from. Most everyone reading or hearing a report will be a bit skeptical about one or more items. With this is mind, if you face these concerns upfront by doing things as simple as stating a date range or data source, trust is gained and it becomes more of a conversation. Some of the best reports I have given are because I’ve been the one asking questions in regards to data and conclusions, while pointing out items needed to be looked into further.
At Brooks Bell we value a healthy lifestyle. What do you do to stay healthy?
I run most every day, including at the Brooks Bell running group on Wednesdays. I ran a marathon last fall and have another coming up in a couple months. Perhaps running a marathon is not the best thing for one’s body, but I enjoy it. Maybe a triathlon will be in my near future.
The Brooks Bell Star of the Week is a team member who has gone above and beyond typical expectations during the week. The award is designed to empower our team and ensure everyone’s hard work is appreciated and recognized.
The winner receives a large trophy they get to keep for the entire week, fully equipped with extra Nerf darts (extra protection for those impromptu Nerf wars). They also get the honor of selecting the following week’s winner.
Sound like fun? Check to see if we’re hiring.