Another year, another epically productive Click Summit. In the weeks since Click Summit 2018, we’ve spent some time reflecting on the event and even our heads are still reeling from the depth and quality of each conversation.
This event isn’t your run-of-the-mill marketing conference. We strive to create an intimate and super-productive experience in our small group conversations. Of course, the true credit goes to our attendees and moderators for their candid participation. It takes a certain level of vulnerability to look to others for feedback and direction. Those types of conversations are where the true insights come to light.
Had to sit out Click Summit this year? You’re in luck. We’ve compiled the key takeaways from each of the 22 thought-provoking conversations into an easy-to-read, downloadable resource.
Here’s our summary of some of the insights you’ll find in this year’s Clickaways
1. Relationships are key to creating buy-in for experimentation. Get to the right meetings and make the right connections. Target influential leaders to gain traction and credibility for your program. Build working partnerships with other teams, taking time to understand their goals. Work with them to make testing and personalization part of the solution.
Finally, know that proving people wrong doesn’t create buy-in. Rather, invite other departments to participate in your program and frame your tests as an opportunity to learn together. Hold monthly or bi-weekly meetings with direct and indirect stakeholders to review test wins, brainstorm new tests and discuss any resulting customer insights.
2. Instill testing in your company culture through establishing a credible team and program. Trust is easily lost, so you really need to take steps to ensure your team is positioned as a source of truth for the business, rather than one that’s encroaching on other departments. Your team should not only be experts in optimization and behavioral economics, but also experts in your customers–know their behaviors online, what motivates them and what truly makes them tick.
Hold training sessions on best practices for testing, personalization and customer insights. Regularly communicate test results and any subsequent insights to the entire company. And when sharing results, consider your audience. It may be worth creating different reporting formats for different stakeholders
3. If you want to build an army of optimization evangelists, you’ve gotta get everyone on the same page first. So long as end-to-end optimization requires working across multiple teams, it’s important that you establish clear processes and governance. Develop a common language for testing terminology; abandon jargon in favor of words that are easy to understand and don’t have multiple contexts.
Set clear rules of engagement and expectations between all teams involved in optimization. This includes engineering, IT, analytics, marketing, creative and others. Make sure communication and reporting processes are defined and any associated technologies are being used consistently.Finally, take into account how success is measured for all these other stakeholders. Not all teams are incentivized with revenue targets or conversion goals. Connect your test strategy to their objectives to ensure a unified vision.
Like the information in this post? Stay tuned for part two next week. Until then, download this year’s Clickaways to access more tips, tricks and ideas from Click Summit 2018.