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by ac132
3718 days ago
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It's unfortunate to dismiss another view point as you're frustrated or inexperienced while ignoring the actual points made. The biggest point being #1:
Resources are finite. Time spent on A/B testing cannot be spent elsewhere. How you use your time determines your growth trajectory. A/B testing is a growth tactic, but it's not always the best use of your resources. There is absolutely no way to solve this problem. You'll always have a trade off to make when it comes to how you spend your resources and time. You shouldn't neglect that cost when deciding if a/b testing is necessary for your organization. Btw, keep in mind, I admit we still do some a/b testing. It's just not an key component of our growth strategy. |
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What I mean is that don't see it anywhere as a hidden cost in the true sense of that word as you know it takes resources and time, but more so about wrong priorities and business value.
As for the other points, they are so easy to solve:
>>Lost conversions
Trade off you need to make beforehand and need to be aware of with the end goal in mind which is to improve your main conversion metrics.
>>Performance
Most decent conversion platforms use fallbacks and also your way of setting up experiments makes a big difference.
>>Confusion
Letting other departments know what you're doing and what's running, might be harder in big corps though.
>>Speed
This goes for everything in a company I think (new feature/product releases, quick fix vs. proper solution etc.). I personally don't mind spending x amount of time to improve y % in conversion rate, so comes down to setting good KPIs and testing what really is important to your business.
>>Focus
Can be done with a proper conversion team that has all these roles covered (bit hard to set up but possible) or making the conversion department a client within the company. Also the teams mentioned work for other departments as well and improving conversion is a win across the board not just for the conversion team.