Here’s something scary, according to MECLabs & Magento’s 2014 eCommerce Benchmark, only 13% of those studied base their testing on extensive historical data.
The sad part is, the same study found that in almost every revenue group – with the exception the $0-10k group – companies that test changes based on extensive historical data were proportionally the most likely to be more successful.
Yet, in our own qualitative survey, I frequently see, “I don’t know where to start testing.” “How do I do CRO the right way?” & “How do I know what’ll have the most impact?”
Please don’t tell me that you’re a part of the 87% (from this study at least) that have yet to embrace the ” Test changes based on actual data.” approach.
To Test Based On Data, You Must First Understand Your Data
To be fair, there may be other forces at work. Maybe you haven’t sold your boss on CRO, or there’s bureaucracy, or your HiPPO doesn’t believe in using real analytics…
Indeed, over half of the companies surveyed in the MECLabs benchmark admitted to having little to no guidelines for measuring performance through analytics.
Or, maybe your company is ready to embrace the testing culture, but you genuinely don’t know what data to look at to know where you should start.
If that’s the case, I’d highly recommend checking out these three articles:
- Peep’s “10 Google Analytics Report That Tell You Where Your Site Is Leaking Money“
- 7+ Underutilized Analytics Reports
- 10 Optimization Experts Share Their Favorite Google Analytics Reports
In order to prioritize any sort of meaningful test, you must first understand:
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