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Two additional points: 1) Be careful about what you're actually testing. More clicks or conversions is quite likely good, but over the long-term you want to t
by rscale 14y ago
Two additional points:
1) Be careful about what you're actually testing. More clicks or conversions is quite likely good, but over the long-term you want to track LTV. An effort that gets a lot of low-LTV customers will have great metrics at launch but will be disappointing down the road.
2) Consider segmenting your traffic on appropriate dimensions (campaign, referrer, previous behavior, platform, day of week, time of day), because it's common for a change to be amazingly effective (or ineffective), but only for one segment. Those opportunities can be lost if you treat your customer-base as a single segment.
- btilly 14y agoGood points, but those would be improvements for people who have more volume. As I indicated, tests of revenue (including LTV) are significantly harder to do. Also segmenting data makes it more work to interpret, and means you need to collect more data to draw conclusions. If you have the data, by all means do it. If not, then try not to be too unhappy that you can't do it yet.
- rscale 14y agoI'd argue that if you have enough traffic to look for 1-2% improvements, you have enough traffic to do basic segmentation and to start measuring value. That said, I agree with your greater point that you always need to make sure your tactics are aligned with your situation and strategy. For instance, if you're still seeking product/market fit, don't worry about micro-optimizations; just follow best practices for the big items and optimize them later.