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Likewise, highly specialized tools exist for online-usage testing, such as the web analytics software sold by Omniture and WebTrends and the free tools provided by Google Analytics. As of yet, unfortunately, no single software tool can help organizations with all testing types and contexts. To begin incorporating more scientific management into your business, you’ll need to acquaint managers at all levels with your organization’s process of testing.

Leadership must cultivate a test-and-learn culture, in part by penalizing those who act without sufficient evidence. Nothing but a success in a testing environment should be rolled out more broadly. Refine the hypothesis on the basis of the results, and consider testing a variation.

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Communication is an important part of any decision, whether you’re communicating with coworkers or with an audience. Of course, opening a dialogue with your audience is much more difficult than carrying on a conversation with coworkers. Next you need to consider actions you can take to reach your goal of increased engagement, such as revamping your website or your marketing campaigns to increase interest. From there you’ll have to gather relevant information through testing, surveys, and metrics to see if your efforts are having the desired result. Study attributes of test sites to determine whether rollout should be universal or differentiated.

Creating A Testing Mind

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From the outset, be clear on what you need to measure to produce a decisive result—and whether that’s a metric you even have the capability to track. Managers regularly implement new ideas without evidence to back them up. With the help of broadly available software and some basic investments in building capabilities, managers don’t need a PhD in statistics to base consequential decisions on scientifically sound experiments. Business goals and objectives just don’t get done when there's no time frame tied to the goal-setting process.

If at all possible, it’s always best to go right to the source and speak with audience members directly, which is why focus groups, commentary, and reviews are so important. The company has also built its own application, called the eBay Experimentation Platform, to lead testers through the process and keep track of what’s being tested at what times on what pages. Use software to analyze results and manage complex data from multiple test and control sites.