Testing

This article, written by Neil Mason, was originally published on Clickz.com on 13/08/10 and is republished here with permission.

I don’t know whether the number is right or not but a while back I heard that sophisticated marketing companies such as the world’s leading brands spent about 10% of their marketing budget on research and measurement. Irrespective whether the number is accurate or not, it’s a good benchmark I think – 10% feels about right. Read more…

The application (app) market is booming. The advent of the iPhone and its application concept just three years ago generated new ground for online revenues. Thanks to this development of the smartphone market and the emergence of app marketplaces such as Ovi (Nokia) and Android Market, the app business is at the exciting beginning of its story. Read more…

“Never try, never fail, those are the words I live by”, or so says Drew Carey’s character Crank in the animated kids film ‘Robots’. I heard these words coming from the back of the car a few days ago as I headed off on holiday with the family for a week in North Devon. You could run a business by that motto but I’m not sure it would last long or be an exciting place to work.

On the contrary,  it is the belief of both my team and I that we must try, that sees Foviance opening for business in China this quarter, with a new office in Shanghai. Read more…

This article, written by Neil Mason, was originally published on Clickz.com on 14/01/10 and is republished here with permission.

In my last column I reflected on 10 years in digital analytics and how far the industry had developed in decade in some ways and how there was still room to grow in others. I commented that I thought that one of the issues was that the online marketing world had been “data rich and analytically poor” and this week I want to explore some of the areas where I think there is work to be done to enhance the quality of insight that digital marketers get from their investments in data capture and reporting technologies. Read more…

A few weeks ago, Foviance was commissioned by a major UK retail bank to conduct user testing sessions on online application processes. The main objective of the research was to compare the newly designed process with the current one. And from there, stemmed a finding that challenges one of the most profound customer experience beliefs: the simplest way is not always the best. Read more…

It has been 14 years since I first surfed the web using a PC, so it is no surprise that it is increasingly rare for us to observe novice users of the Internet (yes, while they do exist, they are becoming fewer in number, and are less likely to volunteer to take part in research involving Internet use than more experienced Internet users). However, the same cannot be said for mobile Internet users. Read more…

You might well have come across multivariate testing techniques before in your explorations into customer experience measurement, but for the uninitiated, here is a brief definition that puts the methodology into context.

Multivariate testing, or MVT, is an experimentation process by which a series of possible design variables are tested at once to see what effect, if any, they have on website performance. It’s a complex form of split, or A/B testing, employing algorithm-based software and constant monitoring of web analytics data. Small changes are made to single variables (such as the position of a menu, the colour of a background) and the impact of each change is measured. From series of changes, optimum design configurations can be narrowed down as a result of measurable evidence. With MVT it is also possible to experiment with structural, business rule and database driven elements, as well as cosmetic changes. We can even employ advanced rule-based targeting capabilities, including targeting by geographic location, traffic source (such as search engine versus email campaigns), cookies, and more.

Read more…

We’ve all been there. Sitting round a conference room table discussing with our colleagues about the design of the website, the flow of a particular user path or the layout of a particular page. Opinions differ on what would work best, whether the call to action button should be red or blue, square or round, flat or bevelled. We all know best, because we’re experts. Aren’t we? In some cases it may not matter how expert we are, because the loudest voice will win or the most important person’s opinion will be the one that counts. Read more…