Selecting a new AB testing and personalisation platform

As a follow up to a recent article discussing what companies using Google Optimize should do next, now that the tool is being sunset later this year we've written a more detailed post on how to approach selecting a new platform.

When it comes to improving the performance of your website, there are few tactics as effective as AB testing and website personalisation. By testing different variations of your site against each other and personalising content for different users, you can optimise your site for conversions, engagement, and more. However, to do this effectively, you need a platform that can handle the complexity of testing and personalisation. In this article, we'll discuss how to select a new AB testing and website personalisation platform that meets your needs.

Requirements Gathering

The first step in selecting a new AB testing and website personalisation platform is to identify your requirements. This means figuring out what features and functionality are essential to your business, as well as any specific technical or business requirements you might have. It's important to get input from all stakeholders, including marketing, product, development, and analytics teams, to ensure you cover all the bases.

To gather requirements, start by brainstorming a list of features and functionality you would like to see in the platform. Then, prioritise these items by importance and feasibility.

Putting Together a Vendor Selection Criteria

Once you have a clear understanding of your requirements, you can start putting together a vendor selection criteria. This is a set of criteria that you will use to evaluate different AB testing and website personalisation platforms to determine which one is the best fit for your needs.

Your vendor selection criteria should include both technical and business requirements. Technical requirements might include things like ease of integration, scalability, and flexibility. Business requirements should include things like pricing, customer support, and ease of use. Your selection criteria should also take into account any specific requirements you identified during the requirements gathering phase.

Seek Stakeholder Approval Internally

Before you can start evaluating different platforms, you will need to get buy-in from stakeholders within your organisation. This includes everyone from the C-suite to individual team members who will be using the platform on a day-to-day basis.

To get stakeholder approval, start by presenting your requirements and vendor selection criteria to each stakeholder group. Be sure to highlight how each group's needs are being met by the platform you are considering. Also, be prepared to address any concerns or objections they may have. Consider speaking to vendors early to understand what their unique selling points and capabilities are, and how these are aligned to stakeholder requirements.?

Secure Budget for a New Tool

Once you have stakeholder buy-in, you will need to secure a budget for the new tool. This can be a tricky process, especially if you are asking for a significant investment. However, by following a few best practices, you can make a strong case for why the new tool is essential to your organisation. This is important, especially for companies that may be making their first investment in a new enterprise grade testing and personalisation platform.

Start by building a business case that outlines the benefits of the new tool, including improved conversion rates, increased engagement, and better customer insights. Be sure to include data and examples that demonstrate the potential ROI of the platform.

Consider also speaking to the vendors that have been identified as being a good fit based on business and technical requirements as many have total cost of ownership and return on investment calculators that can be used to ascertain the potential returns on offer.

An important consideration to bear in mind is how you plan on executing your AB testing and personalisation strategy. Decide early whether or not you will require outside expertise to assist you in implementing the platform, as well as executing your tests and campaigns on an ongoing basis. Don’t forget to factor these costs into your proposals. If this is something that the business has identified as being a key requirement, speak to agencies that can help provide a view on how they can assist as well as the cost of doing so.

Next, present your business case to the appropriate decision-makers within your organisation. This might include the finance team, executive team, or board of directors. Be prepared to answer questions and provide additional information as needed.

Evaluate Different AB Testing and Website Personalisation Platforms

Finally, you can begin evaluating different AB testing and website personalisation platforms. Use your vendor selection criteria to narrow down your list of potential vendors, then request demos and trials of each platform. Be sure to ask questions and get feedback from team members who will be using the platform on a day-to-day basis.

During the evaluation phase, keep in mind that the best platform for your organisation may not necessarily be the one with the most features or the lowest price. Consider factors like ease of use, scalability, and customer support when making your decision.

If you’re about to embark upon this journey and would like some assistance in deciding what solution is best for your organisation, then please do reach out and the team here at Leanconvert will be more than happy to lend their expertise. Good luck in your process!