A well-structured experimentation document will save the CRO practitioner a great deal of time and will create great reporting for stakeholders on an experiment’s details.
In my years of conversion rate optimization testing I’ve seen some remarkable test results, remarkably good, and, unfortunately some remarkably bad.
Someone told me that "best practice is pooled ignorance." They're right! Here are a few examples of best practices that run counter to the usual thinking.
Most segmentation strategies focus on things like gender, geographic location, race, weekend vs. weekday traffic and the like. However, I have found that segmenting by user action is far more effective at driving conversion.
For the vast majority of task oriented online marketing it all comes down to the button.
Testing for testing's sake is all well and good, but to really understand your customer you should have a strategic plan and calendar that creates long lasting lessons you can draw on.
Sometimes your test results are so stunning you don't have to wait for more testing.