What To Do When You’ve Run Out Of Testing Ideas

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What To Do When You’ve Run Out Of Testing Ideas Posted: 15 Sep 2016 06:00 AM PDT If you’re running a testing program to optimize your customers’ experience, you’re already doing things right. Gaining valuable insights through testing will set you apart from your competitors and give you an edge on satisfying your audience. Throughout the process, however, it’s possible to get stuck — a sort of “writer’s block,” if you will — and draw a blank with what to test next. Have no fear; this is a completely normal feeling to get and the good part is that (usually) it means you’re doing a lot of testing! This post will help rejuvenate the ideation process and touch on a few ways to get the juices flowing again. Don’t Reinvent the Wheel If you’ve hit this “dead end” then chances are you have a slew of completed tests. Use those to your advantage! Take a look through your previous test results and answer the following questions: Take A Step Back Sometimes we get too caught up in the nitty gritty and, in an effort to come up with new test ideas, we create tests that change very specific content on the site. For example, have you done tests in the checkout funnel that work through every form field section? While this may serve to understand how people might be missing the Zip Code box, it doesn’t help with the bigger picture of why visitors are not completing checkout. Zoom out from your current perspective and see where you can create a test that takes on broader strokes. The Numbers Don’t Lie If you’re looking for some new low-hanging-fruit, one of the best ways to identify test areas is by sifting through site analytics. This is probably something your team did months or years ago when you first got started with testing. It served you well back then and still has the power to set you off running with the new ammo you need. Look for areas where drop-off rates are higher than industry standards or parts of the site where a user journey is taking a turn that the business would like to shift. Look at day of week and time of day to see if trends shift more during one spot than another. How about seasonality changes? Think about how the visitor’s priorities might change during the year and come up with some tests that try new features or designs that cater to these needs. Ask Your Audience When you’re part of the optimization team, or even leading the testing program entirely, it’s possible to lose sight of the progress you’ve made and miss some unseen opportunities. Spice it up a bit and get some new eyes in the room. Invite peers from other departments in the company to offer up some test ideas — you’ll be surprised what they may notice! The fresh perspective could provide some great new tests for you, and leave your colleagues feeling helpful, knowing that their opinions matter! One of the greatest things about customer experience optimization is that the job is never done. Even when it feels like you’ve tested everything on your site, turn over a new section and you’ll uncover a whole new area to test in.  With these suggestions and the CXO Buyer's Guide, you will be on your way past that mental dead end and closer to your goal of digital optimization. This ebook will give you more tips for testing and personalization for web, mobile, and apps. This posting includes an audio/video/photo media file: Download Now

Oracle Named a Leader for 5th Consecutive Year in Gartner Magic Quadrant for CRM Lead Management Posted: 14 Sep 2016 10:09 AM PDT Digital marketers are in a constant battle between driving leads and managing their CRM systems. With the ever growing and evolving CRM Lead Management market Gartner offers their Magic Quadrant evaluation of 17 providers to assist IT and Marketing Leaders to determine the right fit for their business. Gartner’s CRM Lead Management report assesses the industry’s leading Marketing Automation platforms. For the fifth straight year, Gartner has named Oracle Eloqua as the leading marketing automation platform. Based on Gartner’s criteria Oracle was chosen as a leader due to repeated completeness of vision, ability to execute that vision while showing continued growth. Here are some insights on how this report can provide strategic guidance for digital marketers, sales leaders, and IT.  What is CRM Lead Management? According to Gartner, "CRM lead management integrates business process and technology to close the loop between marketing and sales channels, and to drive higher-value opportunities through improved demand creation, execution and opportunity management." CRM Lead Management processes take in unqualified contacts and opportunities from a variety of sources, which may include web registration pages and campaigns; direct-mail campaigns; email marketing campaigns; multichannel campaigns; database marketing and third-party leased lists; social media; and trade shows. Key Insight:  As you read and evaluate Gartner’s CRM Lead Management report, consider the vendor offering and the breadth of features available, as well as the scalability of the platform and how it adheres to the needs of your business today and in the future. How did Oracle Achieve its 5th Consecutive Year as a Leader? Gartner again assessed Oracle as a Leader due to the breadth of features for lead management, extensive ecosystem of technology and service providers, and its ability to draw on other assets in the vast Oracle Marketing Cloud portfolio.  Digital marketers strive for speed to lead with efficient and accurate CRM data management. Oracle continues to strategically strengthen and extend its lead management capabilities, providing the industry’s most advanced lead qualification technology.  Oracle’s lead management and scoring spearheads the marketing automation pack in product features such as multi-factor scoring and workflow management. Oracle continues to innovate lead management capabilities with enhancements such as Program Canvas and Next Generation CRM, which allows marketers enhanced speed and flexibility for lead management practices. With the rapid evolvement in digital marketing Oracle follows Agile development practices to ensure we are working on the most important industry leading enhancements relevant to our customers. We are very proud of Oracle’s performance as a Leader in this report over the last five years. Oracle’s continued performance as a Leader shows a strong and persistent drive of execution and vision completeness, even through multiple acquisitions and major market shifts. This posting includes an audio/video/photo media file: Download Now

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