Hosted by Serena Ku, Senior CSM at AB Tasty

Featuring Tom Shephard, UX Lead at David Jones

In the fast-paced world of digital commerce, A/B testing and continuous optimization are important processes allowing brands to refine strategies, improve customer experiences, and increase conversion rates over time.

One huge pitfall many businesses face is they look at what their competitors are doing and assume that it will work for them too. But remember, things are not always as they appear. 

In this third episode of our CX Optimization Web Series, Tom Shepherd, UX Lead at David Jones joins Serena Ku, Senior Customer Success Manager at AB Tasty to discuss the importance of Continuous Optimization in A/B Testing.

Discover how a business perspective can shift from “we think” to “we know”.

Episode #3:

Why is it important for brands to run A/B tests?

The main benefits are improved content engagement, increased conversion rates and reduced bounce rates. 

If you’re not A/B testing, you may already be behind your direct competitors. This by itself is a compelling motivation for why brands should start testing. Speeding up the time it takes to bring an idea or a concept to market is another benefit worth considering A/B testing.

Take note, businesses need to level up and be able to keep up with behavioral changes and look for opportunities where experiences are not achieving the results they  should be.

The Role of AB Tasty to empower David Jones’ CRO strategy

In a traditional UX setting, it is quite frustrating when you invest a lot of time mocking up experiences, taking those to customers, and later finding out that they just don’t work. 

The Australian luxury department store, David Jones, takes experience optimization seriously. They look closely to understand their customers in all facets. Using GA4 and FullStory, they can draw out ideas and build solutions that will make an experience more seamless, removing friction. With AB Tasty, they launch these experiences quickly and expose them to their customers to gather valuable insights. 

As a discipline within the user experience team, David Jones leverages AB Tasty and analytics tools to marry quantitative data with qualitative insights delighting every customer.

Winning customer loyalty

Customer loyalty is all about the experience. Its essence in the e-commerce landscape is where the digital store has made each customer feel highly valued.

Perfecting the art of customer loyalty requires both creativity and precision.–That is why, like your local store attendant, EmotionsAI helps brands understand the emotional needs of audiences to bolster your Experience Optimization roadmap with effective messages, designs and CTAs that activate your visitors.

Factors to consider when testing?

Truly knowing your customer demographics and understanding their behaviors online will allow you to create a well-formulated hypothesis. Consider the time of the year when you launch a test. Is it an off-peak season, are you running promotions, or clearing stocks?  Analyze your data and focus on where your conversion points are. 

Tom suggests iterating and running as many follow-up tests as possible. If you tested something that worked, you might be up to something even greater. So test more iterations to unlock more results.

The wrap:

The strongest path to customer loyalty, higher conversion, and a customer base nobody can touch is having ‘differentiated experiences’. Start with a deeper knowledge of your industry and beyond. Know your customers and empathize with them. Be mindful that behaviors and preferences are ever-changing. Continuous optimization helps you adapt, execute strategies, and stay ahead of the game.

Share on

LinkedIn Facebook Twitter

Hosted by Julia Simon, VP APAC at AB Tasty

Featuring Ben Combe, Data Director, Optimization & Personalization APAC at Monks

Conversion Rate Optimization (CRO) is a user-centric approach that emphasizes long-term benefits over just leading customers to click on certain elements or CTAs. To achieve this, understanding your data through the use of experimental and scientific methods is key. In this episode, Ben Combe, Data Director, Optimization & Personalization APAC at Monks joins Julia Simon, VP APAC at AB Tasty to discuss CRO techniques and best practices. They find answers to where companies should start, what to prioritize, which methodologies to use, and how to execute a compelling optimization roadmap.

Whether you’re just starting your CRO journey, or you’re already a CRO expert, this session is for you!

Episode #2:

Where do you start?

Ideas flow from everywhere in the business as data collection happens perpetually. Knowing what your top priorities are is where you should start. You don’t just change the color of your CTA from blue to red because it’s Valentine’s Day and you have a gut feeling.

Ben points out to first take a look at how the business is doing and where you can focus on for the most impact. Should you focus on acquisition, retention, or loyalty? Identify what and where are the pain points that need solving. Secondly, dive into your customer data by looking at your conversion points. Draw a parallel to where your customers are dropping off and mix them with your qualitative insights. Thirdly, brainstorm with your team to come up with ideas.

Prioritization Frameworks: PIE or ICE?

In CRO, time and resources are finite, therefore every experiment counts. You need clear guidelines to choose what ideas to test and what to leave behind. So it’s essential to prioritize – but should you use PIE or ICE?

If you’re just starting your experimentation journey, Ben recommends taking a look at traffic, value and ease. It’s basically like answering how many people are visiting a webpage, what is it worth in dollars, and what are your development resources. If you’re mature in CRO, a bespoke checklist tailored towards your business needs is recommended.

The importance of UX

Running A/B tests is a great way of conducting UX research while your product is live. It helps you decide on what works and what doesn’t work for your customers. By testing different design options, designers are able to gather valuable user feedback. This can then be used for design improvement that is more user-centric, and that leads to increased user engagement and satisfaction. Keeping the UX Team in the loop is essential for continuous learning and improvement.

The Quick Wins

Looking into easy, quick wins in the beginning of your experimentation strategy will bring you good results. Once you pick all the low-hanging fruit, Ben encourages you to shift your mindset towards a more innovative approach. Think outside the box, analyze your segments deeper, and iterate.

Synchronizing AB Testing and Personalization

AB testing allows you to understand the effectiveness of your personalization strategies by comparing various content, design elements, and offers. This insight allows you to deliver an experience that resonates best with customers, leading to higher engagement. It’s important to take note that no personalization goes live without being tested. Behaviors change and it’s necessary to continuously experiment in order to validate that your personalization is still relevant.

Share on

LinkedIn Facebook Twitter