The only one thing is clear from the past year: the trend will continue towards brands recognizing data driven optimization strategy.
Obstacles in 2013
While it is a privilege to work with a range of major worldwide brands that have a multichannel operation. The companies with legacy system are more focused on traffic acquisition rather than on-site conversion. This is going to be tough to change.
Another challenge is that although there are people within a business who have benefited from the testing culture, until your senior management has bought the idea and in some cases the CEO, the changes in the on-going optimisation work are hard to introduce.
The year 2013 saw organizations that were not always investing in the right level of resource for implanting advanced configurations of their analytics and then being unable to allocate sufficient resource for improvement and data analysis.
The good news from 2013
The year 2013 saw many retailers developing a new responsive experience and later moving to a continuous website optimization. The beginning of 2014 has marked a wide range of retailers who during 2013 have delivered a responsive experience for their visitors.
Opportunities in 2014
1) Testing is important, but so is gaining customer insights to help deliver higher impact. Ensure you allocate budget and resource to your analytics solution for data insights along with your on-going testing efforts, once your configuration is fit for purpose.
2) When you involve a senior most person in the organization along with the people at lower levels, a testing programme can give really positive results. If you get the developers involved in the concept of becoming a data driven, it will help a lot in your success.
You can do these test without technical involvement, but if you want to create experiences which affect user behavior you will have to get your developers on board to support the process.
3) Ask people who are close to the business’ USPs and their customers to give their views on how they feel a key page could be reworked to provide a more persuasive experience for visitors. Collaborative sketching also melts barriers within a business and gets people to search for solutions by understanding form the minds of the users.