And, the answer? That\u2019s what we\u2019ll talk about in this article. We\u2019ll give you 10 touch points you\u2019ll want to consider before deciding on one of the most crucial tools in your ecommerce toolkit.<\/p>\n\n\n\n
Here\u2019s a preview: spending more doesn\u2019t mean you\u2019re getting the best solution. It\u2019s entirely possible you\u2019d be better served to budget less on your testing tools, not more.<\/p>\n\n\n\n
![\"testing](\"https:\/\/thegood.com\/wp-content\/uploads\/testing-platform.png\")
<\/figure><\/div>\n\n\n\nSave Time and Money When You Choose the Best Testing Platform<\/h2>\n\n\n\n
Peak performers, no matter the business, sport, or discipline, have one thing in common: they are masters of the fundamentals. Typically, there are just a handful of factors important enough to rank as absolutely necessary, but those factors are \u2013 to a point \u2013 essential to your success.<\/p>\n\n\n\n
For instance, the best basketball players are excellent at dribbling, passing, shooting, screening, rebounding, and defense. They don\u2019t need to be showboats at any of those skills, but they must know how to perform them at a high level.<\/p>\n\n\n\n
Ecommerce success also requires adherence to the fundamentals: traffic, products, testing, conversion optimization, selling, and follow-up. We find that many ecommerce managers, though, are focused only on traffic and sales. That\u2019s a mistake.<\/p>\n\n\n\n
Every ecommerce strategy should include a testing platform aimed at increasing the conversion rate. Testing and conversion rate optimization (CRO) are the two ends of the stick called \u201cSales.\u201d You can get sales without paying attention to testing and CRO, but you\u2019ll never get the sales you could be getting if you forego the basics. You\u2019ll always be a junior varsity player.<\/p>\n\n\n\n
We\u2019ve published extensively about conversion rate optimization elsewhere. We\u2019ve also talked considerably about A\/B and multivariate testing.<\/p>\n\n\n\n
For now, we\u2019ll suppose you\u2019re convinced of the value regular testing can deliver to your bottom line results, and that you\u2019re on the lookout for the best testing platform you can find.<\/p>\n\n\n\n
Before you invest in a testing solution, though, read through the suggestions we offer in the 10 steps below and ask others on your team do the same.<\/p>\n\n\n\n
Knowing which testing platform is best for your ecommerce website can both save you money and earn you money. That\u2019s a tough combination to beat!<\/p>\n\n\nSpending more on a testing tool doesn\u2019t guarantee the best solution. Check these 10 steps to getting it right. <\/a><\/span>Share on X<\/a><\/span>\n\n\n Use this checklist as the backbone of your strategy for choosing a testing platform or service. Spending some time to run through these questions with your team now will keep you from expensive mistakes and lost time later.<\/p>\n\n\n\n Do you have backend capability for coding complex tests, or will you need to rely on a turn-key WYSIWYG<\/a> product that requires no additional coding? Does your team already possess significant experience with setting up and interpreting tests, or will this be a maiden voyage? Questions like these help you determine the user-friendliness factor you\u2019re going to require. Don\u2019t get something so complicated you can\u2019t operate it. That can lead to a disaster.<\/p>\n\n\n\n You looked at your team in the first step, now look at the tool you\u2019re considering. Is it simple to customize, or will it take a developer\u2019s touch for every change? You\u2019ll quickly see there\u2019s a trade-off here: More power normally means you\u2019ll need more technical expertise. Ease of use normally means you\u2019ll sacrifice capabilities. It may be that your best path is to begin with the training wheels version, then upgrade after you\u2019re comfortable with the testing process and procedures.<\/p>\n\n\n\n Those who reach too high, in the beginning, often get bogged down and give up on creating a rigorous testing program at all. Keep the bar low enough to handle easily. Begin testing. Get results. Build enthusiasm. That way, you\u2019ll be able to identify champions on your team who understand the vision and are willing to put in the hard work necessary to conduct more complex tests. Don\u2019t overload people in the beginning. Set them up to succeed, then stoke the fire.<\/p>\n\n\nThe wrong testing tool can bog down the work and frustrate your team. Use these 10 steps to find your CRO sweet spot. <\/a><\/span>Share on X<\/a><\/span>\n\n\n The best testing platform for you may be the one easy to learn and well-supported. More advanced teams may be ready to dive deeper and need very little hand-holding. Don\u2019t just take \u201cfully supported\u201d to mean you\u2019ll get what you need, though. What some companies call \u201cfull support\u201d is really just a customer service person who can look up information in the knowledge base and read it to you. That\u2019s more aptly known as a frustrating waste of time.<\/p>\n\n\n\n Find out the level of support offered by the vendor, how long it takes to speak with someone who can answer technical questions and guide you through the process, and how much the support you need is going to cost. Premium support usually comes at premium prices. One more consideration: what days and hours is technical support available, and do those times match your probable needs well?<\/p>\n\n\n\n Enterprise solutions often come with an appointed support liaison who can get you out of the weeds fast. This is a good place to balance your actual needs with your allotted budget.<\/p>\n\n\n\n Especially important here is the ability for your testing tool to \u2018talk to\u2019 your analytics tool. You don\u2019t want to have to transfer data by hand. There should be seamless integration between the two. This, of course, assumes you have a robust analytics program in motion \u2013 or at least Google Analytics \u2013 and that your team knows how to make it hum.<\/p>\n\n\n\n It\u2019s also helpful to employ a testing protocol that directly integrates with your shopping cart and checkout procedure, your email marketing program, and other parts of your ecommerce business. And don\u2019t forget that you\u2019ll want access to usability testing and other user feedback tools to identify problems with your site.<\/p>\n\n\n\n Another part of the puzzle is making sure your testing tool and integrations don\u2019t significantly hamper the loading speed of your pages. That can defeat the purpose of testing and skew results so badly you can\u2019t trust them.<\/p>\n\n\n\n The more capable your testing tool is of functions like knowing where the visitor came from (referral source), how many times the visitor has been to your website before, which pages are browsed and for how long \u2013 the list of capabilities can get quite granular \u2013 the more you\u2019ll understand about your prospects, your customers, and their behavior.<\/p>\n\n\n\n As your testing protocols become more advanced, you can even find out what happens (for instance) if someone ready to leave your site is suddenly presented with a pop-up offering a limited-time BOGO offer<\/a> or Before you get too excited about all the bells and whistles the tool you\u2019re considering offers, stop to reflect back on the first three steps and ask this sobering question: Do we have a real need for and are we capable of utilizing all the features available?<\/p>\n\n\n\n We often find companies where the tools far exceed the ecommerce team\u2019s ability, needs, or time to utilize. That\u2019s a breeding ground for discouragement and despair.<\/p>\n\n\n\n Your company\u2019s requirements, culture, and goals may not call for all the features the tool you\u2019re considering offers \u2013 or you may be better served with something more robust. Getting the right fit between your needs and the tool\u2019s capabilities is a balancing act of primary importance. Keeping an eye on the sweet spot here will help you weed out the wrong tools and quickly get to a shortlist of candidates.<\/p>\n\n\n\n Versatility is a big issue here. Will you be conducting basic A\/B testing<\/a>, A\/B\/n testing, or will you be running multivariate tests as well? Don\u2019t make your decision based on which tool offers the most. Base it on which tool offers what you need.<\/p>\n\n\n\n Look closely at the reporting functions of every tool you consider. Are reports easy to generate, and do they provide all the data you need for further decision making? Or are they difficult to configure and will need a developer\u2019s help to customize? This was mentioned in the fourth step, but it\u2019s way worth repeating: will the tool integrate directly with your analytics tool? That gives you an instant leg-up on better insight and makes analysis of your tests and results a whole lot easier.<\/p>\n\n\n\n An example of a client-side (front-end) process is a testing platform rendered by Javascript in the visitor\u2019s browser. Potential downsides to client-side operations are infrequent security risks and when used incorrectly they can be a drag on page loading speeds. On the upside, client-side tools can be less expensive and easier to operate.<\/p>\n\n\n\n Server-side tools live and run on the server hosting your website. They can be more robust, run faster, and offer more security than client-side tools. They can also be quite expensive and complicated.<\/p>\n\n\n\n These are generalities, though. Look closely at the tools you\u2019re considering to weigh the pros and cons.<\/p>\n\n\n\n You\u2019re getting right down to the nitty-gritty now. There are three primary options to consider:<\/p>\n\n\n\n For most non-enterprise ecommerce websites, it\u2019s more efficient, more effective, and more cost-conscious to find and work with a qualified CRO company for testing and conversion rate optimization. That\u2019s the shortest, quickest path to a return on investment. Working through this checklist will help you decide the best path for your business.<\/p>\n\n\n\n Many enterprise-level companies run their own server-side testing, but still contract with CRO providers to help them fine-tune conversions and bring a new perspective to their testing roadmap. Getting a fresh set of eyes on your operation is sometimes the way to find stuck points that have been hiding in plain sight.<\/p>\n\n\n\n You\u2019ve taken an inventory of your capabilities and your needs. You\u2019ve looked at the available tools and services from several critical angles. You\u2019ve culled out the unsuitable options, and you\u2019ve honed in on the five or so top contenders. Now list the pricing beside each. Be sure to include the total cost of the tool and tech support, the cost load on internal resources that will be committed to testing. Don\u2019t forget training time and implementation time.<\/p>\n\n\n\n Pay close attention to the structured tiers provided by the vendors. Is there a significant discount for paying yearly versus monthly? What if you\u2019re not satisfied with the tool or service\u2014what is the cancellation policy and potential penalty?<\/p>\n\n\n\n Will you be charged a flat rate, or will your cost vary according to the amount of traffic your site gets and the number of tests conducted? Are some tests more expensive than others? And if you are engaging testing service provider like The Good, can they provide you with discounted partner pricing on the platform?<\/p>\n\n\n\n How much help is available on the conversion rate optimization end? Are you on your own, or will you have 24\/7\/365 support? Will the vendor help you see the project completely through to the next testing cycle, or will you get the report only, with the interpretation and next test design completely left up to you?<\/p>\n\n\n\n Now\u2019s the time to ask every lingering question and make sure you fully understand the ramifications of each choice.<\/p>\n\n\n\n It\u2019s quite common for an ecommerce brand to purchase a testing platform that\u2019s far more advanced (and more expensive) than current needs require. That\u2019s not only a drain on resources, but can add unnecessary confusion to the testing process.<\/p>\n\n\n\n When it\u2019s managed correctly, testing is an eye-opening, profit-boosting experience. When those charged with establishing tests and leveraging them for growth are overwhelmed by the tools and the demands, testing can become a hardship and a nightmare.<\/p>\n\n\n\n You\u2019ve just escaped that fate, though. You\u2019ve worked through the ten steps and you know exactly what will work best for your company.<\/p>\n\n\n\nThe 10 Essential Steps to Choosing the Best Testing Tool or Service for Your Needs<\/h2>\n\n\n\n
1. What level of skill does my team have?<\/h3>\n\n\n\n
2. What level of IT requirements and resources are necessary?<\/h3>\n\n\n\n
3. How much support is available?<\/h3>\n\n\n\n
4. Will it integrate with your other tools?<\/h3>\n\n\n\n
5. How much targeting and segmentation is available?<\/h3>\n\n\n\n
6. Will I be using all the features this tool offers?<\/h3>\n\n\n\n
7. What are the reporting capabilities of the tool?<\/h3>\n\n\n\n
8. Are you best served by a client-side or server-side tool?<\/h3>\n\n\n\n
9. Should you choose a managed tool, a self-service tool, or a CRO agency?<\/h3>\n\n\n\n
10. How do the cost comparisons pan out?<\/h3>\n\n\n\n
Now You\u2019re Ready to Select the Best Testing Platform<\/h2>\n\n\n\n