Testing, Optimisation and Attribution in Ecommerce

Chapter 3 of Ecommerce Best Practice: Measurement

Teams must make ongoing efforts to test and optimise the ecommerce experience to ensure it is fit in changing climates. This chapter outlines an approach for experimentation. It also looks at the models for attributing value to different channels.

By Neil Perkin

5 minute read

Ecommerce teams must constantly test their offerings to ensure their key goals are being met, and to identify the combination of content and assets that drive success. This chapter outlines a practical approach for testing and experimentation. It covers:

Building a hypothesis: What three elements comprise a simple, but robust, hypothesis that can be tested?
Methods of testing: What testing approaches should teams adopt to identify the best combination of content and assets, which in turn allows them to optimise against key goals?
Attribution: What are the main four attribution models that determine how credit or value should be assigned to individual touchpoints on the customer journey, and what factors should marketers keep in mind in their approach to attribution?