With the new year less than a month away, chances are, you and your team are knee-deep in 2020 planning. A fresh start gives you the opportunity to recalibrate key objectives and test new ideas and strategies. And while figuring out where to start can be overwhelming, with the right set of tools to help you sort, prioritize, and launch campaigns, it doesn’t have to be.
Every testing strategy provides an opportunity to generate significant uplifts and personalize the customer experience, but there are a few things to consider to ensure you are able to max out the potential of each campaign.
The first requires an assessment of the effort entailed with deploying a specific campaign. This means taking note of which stakeholders will be needed and their level of involvement, the complexity of the code associated with building the experience, and the time needed to set up and QA each test, which can vary widely depending on the campaign.
The second is determining the level of the potential impact the campaign will have. In order to evaluate the potential of each campaign, review the following:
- Alignment with company objectives
- Estimated time to impact
- Affect on the purchase funnel
- Level of excitement generated
- Endorsement by an executive sponsor
- Ability to reduce costs
Once you’ve answered each of these questions, assess your results and chart each campaign idea along an impact vs. effort matrix:
For example, a high impact / low effort personalization campaign might be leveraging social proof, which showcases the number of views, adds-to-cart, or purchases on a specific product from other users on a site. Typically used to ease the minds of apprehensive customers and turn them into confident buyers, social proof campaigns require minimal development and are a quick win for all.
As a simple North Star:
- High impact + Low effort = Do it now
- High impact + High effort = Plan for the long-term
- Low impact + Low effort = Plan for a quick win
- Low impact + High effort = Drop
Eventually, you’ll end up with a scorecard for which campaigns to prioritize.
An effective testing roadmap can reduce design and development cycles, ultimately allowing your organization to become more nimble as it effectively implements meaningful campaigns at scale.