Creating compelling customer experiences that surprise and delight users whilst creating maximum business value is a key objective for any digital marketing team. However, realising this ambition is no easy feat.
In order to create superior digital experiences, organisations must first commit themselves to getting closer to their end users, establishing what their users are seeing, thinking, feeling and experiencing as they interact with their business.
Establishing appropriate mechanisms to turn this user insight into digital optimisation initiatives can feel like climbing an insurmountable mountain. There are many challenges around which tools to use, which metrics to gather, and establishing the necessary analytical skills to get the best from your data.
Our Optimisation Programme brings you closer to understanding your end users and delivers insights to continually refine your digital proposition. On a monthly basis our expert team of consultants work with your digital team to define, plan and execute research assignments from analytical reviews to user testing, IA audits to A/B testing to help deliver the business insights you need, as and when you need them.
Our optimisation programme is tailored to your organisation. Therefore, if you’re just starting out on your optimisation journey and need support in helping to establish working processes, or if you’ve already embarked on your optimisation journey but are struggling to see the business benefit – this programme is the perfect fit for you.
Our Optimisation Process
Our optimisation programme operates as a consultancy service. Each month you will be allocated a pot of consultancy hours. Our consultants will then work with you to define and execute a series of concentrated research/optimisation activities focused around what you are looking to achieve.
To ensure the service we provide is tailored to your business needs, we start by running a half-day kick-off meeting.
The kick-off meeting provides the perfect conduit for all key stakeholders to gather together and discuss the organisations aspirations processes and challenges.
Throughout the meeting we will address a number of open conversations around your organisation's objectives, digital strategy, aims and aspirations, as well as exploring business challenges, internal resources and key calendar events.
Following the on-boarding process we’ll produce a document with our key findings and recommendations of next steps to set the direction for our Optimisation Programme.
BI-MONTHLY REVIEW & PLANNING SESSION
As we move into the research/optimisation process we’ll reconvene to discuss what the business is looking to achieve, measure or understand over the next 6-8 weeks.
First we’ll discuss and share the progress of the previous round of optimisation testing, taking some time to talk through the key results and trends along with lessons learned. We’ll also take a wider look at industry and market trends to provide a more holistic view into the state of the digital.
Then we’ll talk through the organisation's objectives in the short and long term, whilst capturing a series of research/optimisation ideas to put into a roadmap. We’ll then close the session with hypothesis generation to prioritise the testing method to focus on.
TEST DEVELOPMENT & DATA COLLECTION
Following the review meeting, we will go away to build a test plan that is tailored around the test hypothesis generated. The test plan will document the test hypothesis and objectives as well as outlining the testing tool we will be using to conduct the test and any business support required.
Once signed-off, we’ll move into a setup phase to configure the set up tasks necessary to start data collection. As we move throughout the setup and data collection phase you’ll be kept constantly up to date through weekly progress report emails.
Once we’ve captured all the information we need to we will then start to bring the test to a close. Once we close a testing period we will provide you with a summary of what was tested, the testing process, data collected and key findings as well as making recommendations for further optimisation test ideas.
TESTING TOOLS AND METHODS
We use a variety of tools and methods to provide your business with the insights it needs. The tool that will be used to provide the insight will vary depending on what your business is looking to achieve or understand. Typical research methods include but are not limited to:
- Analytical Audits / Reviews and Implementations
- User Replays and Heat mapping
- User journey and persona development
- Information Architecture Reviews
- Remote User Testing
- Customer Surveys
- Focus Groups
- Conducting Stakeholder Workshops
- Competitor Analysis
Companies with significant increases in sales are completing 6.45 A/B & MVT tests per month.