Website optimization is not just about installing an A/B testing tool, creating some (random) tests and hope for the better. It’s one element of a testing process that builds on consistent gathering and testing knowledge about your customers and implementing all elements can seem a daunting task.
Last year I created a workflow to highlight the moving parts involved with website optimization to explain the process and resources needed and why it can take some time to implement properly. I used it in a public presentation (slide 29) as an illustration of the complexity of the testing process and how it was implemented.
Last week I found out that at least one agency is using this model for their optimization projects. And they told me they were quite happy with following my model. This was the first time I realized I had created a model for the website optimization workflow. WOW! ;).
The model might not be clear to everyone at first glance (besides the fact that the design could be improved). I think it is a good idea to highlight the different parts and explain the intention behind them. I tried to make it a model that is generally applicable, but I haven’t flattened it or tried “dumbing it down”. Dumbed down versions won’t help you in real life and I want you to be able to actually apply this. You need to know the nitty-gritty of the system and its use in real life.
PS1: I don’t claim this to be a perfect system, just my practical working experience with website optimization. If you have any ideas on optimizing my optimization model, please let me know in the comments!
PS2: When I say A/B testing, you can just as easily read Multivariate testing.