The vast ecosystem of tools and platforms available to improve customers’ experience on your site is growing all the time and as a result, the decision to add a fit guide tool, an algorithmic search tool, a recommendation widget, a personalization engine or any number of other tools is increasingly difficult. Whether your goal is to improve overall customer experience, increase average order value or reduce cart abandonment, the challenge is in selecting the best vendor for your business needs. The answer, of course, is testing.
By creating a variation for each similar tool, it’s possible to arrive at an objective determination of which one is best suited to your site, business, and customers.
It may seem strange at first that tool vendors like testing—after all, they’re going head-to-head with competitors for a promising contract. But actually, testing provides a huge value to tool vendors. Here are three reasons:
1. Testing Provides Product Insight
A preliminary test period allows tool vendors to evaluate any potential areas of opportunity in their product. Launching at 25 percent traffic, for example, provides an opportunity to refine server performance. It also gives insight into the hurdles associated with implementation.
2. Testing Requires Unique Support
Testing multiple tools is easiest when proper support and implementation documentation exists. Participating in tests allows vendors to identify the common questions that arise and develop clear implementation documentation—including placement guides with real-world visuals—for future clients.
3. Testing Proves ROI
Perhaps the biggest reason tool vendors love testing is that it provides a clear and decisive illustration of the value of the tool itself. Often hard to quantify measures like revenue versus return rate are essential to accurate and effective tool comparison—measures that can be objectively verified through testing—and help all vendors justify the expense of acquiring, implementing, and maintaining their tools.
This kind of testing is far from simple, but provides the best means of maximizing your return on technology investment. Testing often requires a balance between the needs and interests of different stakeholders. After all, the process and outcome can set the direction for the growth of a website and business. As the one managing the test, it’s important that you ensure every vendor gets equal and fair treatment.
See how Brooks Bell executed a test for a fashion retailer where True Fit provided a 5.2% lift in total revenue, and a 10.8% increase in revenue per visitor over the control. Download this guide, which provides 10 steps to not only get you started, but ensure you build fair, reliable tests capable of driving decisions.
Brooks Bell helps top brands profit from A/B testing, through end-to-end testing, personalization, and optimization services. We work with clients to effectively leverage data, creating a better understanding of customer segments and leading to more relevant digital customer experiences while maximizing ROI for optimization programs. Find out more about our services.