The Importance of Customer Centricity in Evolving A/B Testing

Tweet When we talk about A/B testing, we often think about it on a test-by-test basis. While this singular focus is beneficial, it overlooks testing’s role as an ongoing system for optimization. At MarketingSherpa Email Summit 2015, Courtney Eckerle, Manager of Editorial Content, MarketingSherpa, sat down with Lauren Wagner, Senior Manager, and Tessa Srebro, Lead Generation and Marketing Associate, both of VolunteerMatch, to discuss how to utilize A/B testing to constantly evolve programs. Lauren and Tessa’s company, VolunteerMatch, is a nonprofit organization that is the world’s largest volunteering network. It also has an interesting funding model. The company sells a Software as a Service (SaaS) product to companies to help fund its organization and, so far, this model has generated almost $1 billion in social value each year through its work with nonprofits and volunteers. VolunteerMatch is also more than familiar with the benefits of testing, as evidenced by the subject line test it ran with MarketingExperiments. Watch the excerpt below from the MarketingSherpa Media Center to learn how keeping up with current trends and thinking like a consumer can help evolve your testing and your company.   Keep up with current trends and your customers Keeping up with current customer trends is one of the most important pieces of advice Lauren Wagner gave when asked how to keep a company’s A/B testing constantly evolving. Be sure that you’re keeping up with current trends in the marketplace, but don’t forget to take the time to learn about your customers. Lauren…
Source: Marketing Experiments
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