With the holidays fast approaching, it generally means -- among other things -- a bump in site traffic, sales, and offers. Now is the time to start thinking about testing and experimentation plans for the holiday.
Whether your company is risk averse and likes to run only minor tests, or allows more freedom to run significant content changing experiments a plan going into the holiday season is crucial to achieving your goals.
So, how do you get the most out of your holiday testing plan? We suggest looking at these five main considerations.
Look at prior year's metrics and testing plans
Before you do anything else this should be where you start. Consider what tests were run last year and also look into key metrics changed -- or were affected -- as a result of those tests.
Answer questions such as:
- How much additional traffic did we receive during the holidays?
- Were there any key segments that made up a large percentage of traffic (i.e. mobile)?
- What tests did we run?
- Which tests worked well, and which did not? For the tests that worked well, why?
- How has traffic or the traffic from specific segments changed this year? What is the projected traffic for holidays?
- What site changes have been made since last year that could affect testing?
Based on your answers to some of these questions you can begin to create a plan. There may be a logical next test that can be run, or a test that did not work well due to poor implementation. This information will represent the groundwork for your holiday testing plan.
Re-read your testing charter and goals
If you have a charter (in other words, a mission statement) for testing and business goals tied to your testing program re-read them. Along with the previous consideration of looking at prior metrics and test plans your testing goals should give you a basis for coming up with a few hypotheses for testing.