Experimentation in Conversion Optimisation
Suppose you fall ill and go to the doctor, who offers you a choice of two new drugs. One has been through an extensive process of experimentation: Patients with your exact symptoms were given the drug, and all rapidly recovered. Other patients with your symptoms weren’t given the drug (most likely they were given a placebo sugar pill) and got even sicker. The other drug hasn’t been tested at all, but the drug company reckons it’s safe and will work. Probably.
Which drug would you pick? It’s a no-brainer, right? The one that’s been evaluated through rigorous experimentation. It’s exactly the same for your website. If it’s a bit under the weather, you need a treatment that has been extensively tested and shown to work.
This is exactly what our experiments do at Endless Gain. Once we’ve diagnosed the problem, we come up with a hypothesis about what treatment to implement – on the basis of our extensive knowledge of findings and theory from psychology – and test this hypothesis in an experiment. Just like in the best drug trials, we set criteria in advance for figuring out whether or not the treatment has been a success.
This involves creating wireframes and/or high-fidelity designs that will run on the client’s testing platform. Every single experiment goes through 26 checkpoints in total from conception, through development to live deployment. After deployment, it’s subjected to a further 10 checks whilst running through to completion. This way, we ensure consistency for each experiment and maintain the high level of quality our clients expect.
Just like in any experiment, you can’t be guaranteed of a particular result (if you could, there would be no need to do the experiment!). But no experiment is a failure; you will always learn something that will help you to improve and grow, to iterate, to evolve. If you don’t, you risk your site ending up as dead as a dodo.