How to get the right mix of experiments in your programme

How do you get the right mix of work in your optimisation programme? Think of it like a cake! Let me explain...

We often get lots of requests or ideas for testing, and it's our job to determine which ideas we will take forward and in what order we will do them. All ideas have varying degrees of complexity, research, insight and area of impact. Over the years, I've found that having the right mix of tests leads to creating some of the best customer journeys. This is where the cake comes in.

Best practice: This is the sponge. It's the foundation you have to get right. It won't make you stand out on its own, but get it wrong, it leaves a bad taste for customers. Customers expect you to get this bit right, and it's up to you to find out what sponge works best for your customers. 

Conversion drivers: This is the icing. This is where you try different flavours and different textures and really get to the heart of what sets you apart. It's what can get customers to choose your cake over the competition. Over time you learn what your customers love and what combinations work best. It's the type of change that can have the most direct impact on customers picking your cake. Traditionally, this is where a lot of time and effort is spent in CRO programmes. 

Delighters: These are the sprinkles. The unexpected, thoughtful touches that create memorable moments. They lift the whole experience. They wouldn't make a measurable difference on their own, but tied in with the entire cake, they can elevate the experience to the next level. These often get left out or overlooked, but they can be the parts that customers often remember. During user testing sessions, delighters have been the stand-out features for customers. 

To create the best journeys, you need a mix of all these elements. Using an experimentation programme to try different ingredients is a great way to find a 'cake' your customers love.