After establishing website optimization as a crucial tool for measuring and assessing effectiveness of overall marketing programs, we needed to address the most productive methods marketers implement to design new customer theory.
We wanted to know the most popular testing and analytics tools currently in use, so we asked …Q: Which of the following does your company employ to learn about customers? Check all that apply
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As the chart shows, nearly 69% of firms use some form of internal metric analysis to better understand its customer base. Another 43% deploy more traditional methods of conducting focus groups and developing customer surveys to learn about audience preferences.
Testing was a significant customer development strategy, as well. We see 59% of respondents have used some form of single-factorial (split or A/B) testing to learn about customers.
Sequential (back-to-back A/B) tests, and multifactorial testing trailed the field with just 30% and 27% adoption rates, respectively.
Points to Consider
Is your organization currently using analytics to inform customer theory? Does your organization employ more complicated testing methods? If so, have you seen better results above simple A/B split testing? How do more traditional analytics, such as focus groups, factor into your future planning?
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Useful links related to this researchOnline Marketing: 4 sources of customer insight on your websiteInfographic: Customer experience in the digital ageMarketing Research Chart: Marketers' goals for website strategyDigital Marketing: Understanding customer sentiment