Posts tagged with Experimentation

Just half of ecommerce companies do regular usability testing (but 60% planning conversational commerce)

With global ecommerce sales predicted to rise to over $4 trillion by 2020, competition between online retailers has never been more intense.

According to Econsultancy’s Ecommerce Performance report, published in partnership with Conversion.com and based on a survey of more than 400 ecommerce professionals, a culture of testing and experimentation is one of the key ways brands can optimise performance to reach true innovation.

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Co-written by Stephen Gresty and Minter Dial

Why digital marketing and salespeople urgently need to get together

Both the sales and marketing functions have been significantly impacted by the arrival of the connected customer plus a new set of digital tools, devices and platforms.

Brand marketers and sales teams need to adopt to the new world order or risk serious business consequences. At its core, the change required is one of mindset. There is no prescribed path, so brands need to experiment and teams need to be in a constant learning mode.

Whenever one tries something new, failure is a very real risk. Yet, it’s not because we might fail that we should not act.

These days, there is a plethora of choice. There are myriad new tools, platforms and systems from which to choose to help drive the business.

However, whichever digital option a brand selects, most companies are failing to act on one very central theme for survival: customer centricity.

While many senior executives are speaking about being 'turned toward the client' unfortunately, it’s a clear case of easier said than done.

What are the keys to converting into a truly customer-centric organization? This is the question that I'll explore in this article, co-written by Stephen Gresty...

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The New York Times adopts the Google Labs approach

Google is arguably one of the most innovative companies of our time. A big part of that is that, despite the fact that the vast majority of its revenue comes from a single revenue stream (online advertising), the company has been eager to experiment with new ideas not necessarily related to search.

One of the primary ways it has conducted its experiments in public has been through Google Labs, "a playground where our more adventurous users can play around with prototypes of some of our wild and crazy ideas and offer feedback directly to the engineers who developed them."

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