Choosing Your Testing Goals

Whenever I’m engaged by business leaders to help them with website optimization (a/b testing and the like), there’s usually an awful lot of time defining the success metrics. It might go something like this:

Business Leader 1: “This is my test and the goal of this test should be to increase units of Product X.”
Business Leader 2: “But without decreasing units of my Product Y”
Channel Leader: “And without shifting any sales out my Selling Channel into the Web channel.”
Etc.

Website Conversion Rate In the Crapper?


XChange Redux: "In Analytics We Trust"?

trust1_0_0.jpgReading Brooks Bell's Insights From XChange post caused me to contrast the last three years of XChange. Brooks and I both attended the huddle entitled "Testing, Testing, Testing : Building Consensus and Evaluating Results" led by HP's Matthew Wright.

Web Analytics & Website Optimization Presentations from Jared Waxman



Conversion Rates: How High Is Up?

conversion_rate.jpgIn my role at Intuit colleagues are always asking me what a “good” conversion rate is, what the “average” is, or what ours “should be. If you want people to take action on your data insights, you have to put it within the right context, and the fact is that many business folks don’t have the right context for their conversion rate.

Web Analytics Benchmarking Study - Aug 2008

web_analytics_survey_results.jpg

Here are the results from this year's study. Click on Page 2 below to begin reading the detailed findings.

Thanks to all the companies that participated. The results here are presented in aggregated and by subgroup. There are scores for overall competitiveness as well as scores for each of the four competencies or dimensions probed for within the survey.

Are you an Analytics Competitor?

Obama_Clinton.jpgShortly after Eric Peterson invited me to lead a few of the XChange conference huddles this year, I realized something slightly ironic... We collect tons of data about our customers, but we have far less cold, hard data when it comes to ourselves. In other words, what are the KPIs by which we can benchmark our own analytics practices against similar organizations?

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