Test & Target

What is Test and Target?: Personalization based on customers’ experiences so that maximize revenue on your web and mobile sites, apps, social media, and other digital channels at the segment and individual levels. In simple words, easy personalizing anything on the website to check the impact of change in percentage

Why “test & Target”? To explain better lets proceed with a scenario: On the shopping website, something as simple as “Filter” button to customers refereed by website when you search from a search bar. From the market study it was found very few customer clicks on “Filter” button. To examine further change in name to button text as “Refine your search” via campaign. Report was generated to check “How many people are using this button?” Report displayed a massive increase in % just because of a text change. This survey made business understand a change in word/text can lead for betterment to the customers.

How is it Beneficial: Small change in website leads to better accessibility to customer and more usage and better performance. Another advantage is that, by creating campaign the result displayed is the real time impact on the website accessed by the customer. This campaign is to experiment the impact on the changes, if the result leads to positive, than business can think of changing on the website at code level. Thus it can be ensured of effective functioning. Once the surveys are done these campaign can be disabled or expired.

How do we do this? Create a campaign and add java script that could be a five line codes. Different or sub Campaigns can be created for different pages. Campaign allows you to immediately see the impact of delivering different content such as change in buttons, text, images, logos, background colors, change in link names, change in button text name, etc on different web pages. Once the personalization made on website, check the analysis of reports such as change in increase or decrease in percentage of usage based on changes,(determine based on testing parameters) etc.

What we need to test here? Well, changes created via test and target is reflected correctly on the defined web pages. This can be divided based on site level ( changes made to be displayed on all pages of website) or web page level (Change on the corresponding pages).