How Sky and RS Group built testing and experimentations programs that actually deliver

Testing and experimentation are cornerstones to constructing an amazing buyer expertise—however how do you be sure to’re testing the correct issues? We acquired some strong insights at a panel dialogue hosted by Optimizely at a current CX circle London event

The panel consisted of two testing and experimentation specialists—Natasha Senior, Senior Digital Supervisor at Sky and Stewart Ehoff, Head of Experimentation on the main supplier of business and digital options, RS Group.

Through the session, the duo stuffed us in on how they get concepts for testing, what instruments they use and the largest merchandise on their testing agenda for 2023. 

Right here’s a round-up of Natasha and Stewart’s professional insights and finest recommendation for anybody seeking to take their testing recreation to the subsequent stage within the new yr.  

How has experimentation advanced within the final couple years? 

Natasha from Sky has seen experimentation develop from a purely marketing-focused initiative to a cross-functional tactic. At Sky, they use experimentation throughout the enterprise to cut back contact heart calls, enhance net accessibility, and even optimize their offline buyer expertise. 

“Experimentation is turning into the center of every part we do. Folks suppose it is only one division that owns it—like product, tech or advertising and marketing—nevertheless it’s not. It is our complete enterprise tradition.” — Natasha Senior, Senior Digital Supervisor at Sky

And Stewart from RS Group agreed, highlighting how experimentation continues to develop as an organization-wide apply. 

“Over the past three years, experimentation has been extra extensively adopted, so there’s much more expertise within the house,” stated Stewart. “I hope that someday, experimentation may have the identical stage of significance as search engine optimization—the place you merely wouldn’t construct merchandise, providers or options with out it.”

The place do you get your check concepts from?

For Stewart, it’s essential to contain as many key stakeholders as attainable to construct a powerful and efficient experimentation roadmap. That’s why RS Group is on a mission to develop experimentation ideation horizontally throughout the enterprise. 

If individuals don’t perceive the facility of experimentation, it may possibly restrict the variety of good testing concepts produced—as a result of these concepts actually can come from any division. 

“There must be an outreach course of in place, the place you are taking your stakeholders by way of the worth of experimentation and educate them on the chances,” stated Stewart. “This offers you extra concepts to check and be taught from, which is nice for experimentation!”

For Sky, the very best experimentation concepts come from exterior the experimentation workforce—particularly, from their contact heart, which has a front-row seat for a way the enterprise’ tech impacts its prospects.

“We attempt to go to the contact heart a couple of times a yr to take a seat with the advisors. They typically give us nice testing concepts as a result of they’ve sat speaking to the shopper all day, day-after-day,” stated Natasha. “Their insights are invaluable.”

How have Optimizely merchandise helped you construct a tradition of experimentation? 

Experimentation groups are nice at creating (and—as we’ve seen—sourcing) concepts for experiments and understanding which of those are price pursuing; however they have a tendency to not have the deep tech experience required to combine these experiments right into a enterprise’ tech stack.  

Optimizely’s Characteristic Experimentation product has helped RS Group embed experimentation throughout the enterprise and guarantee experiments are constructed, not by their experimentation workforce, however by their engineers. As an alternative, Stewart’s experimentation workforce is ready as much as empower different groups to make use of their testing instruments and methodologies to drive their very own outcomes.

“You possibly can’t construct a tradition of experimentation by merely sticking an internet snippet on a web page and having just a few individuals run some checks. It needs to be deeper than that. Testing needs to be essentially ingrained into your tech stack.” — Stewart Ehoff, Head of Experimentation at RS Group

Most of RS Group’s experiments are delivered server-side, constructed by their engineers. 

The identical goes for Natasha’s workforce at Sky, who’ve a long-standing partnership with Optimizely.

“Studying how you can use Optimizely Full Stack is a part of each developer’s coaching after they be a part of us,” stated Natasha. Identical to RS Group, Sky’s experimentation workforce is not concerned in constructing experiments, as an alternative, it’s ingrained within the growth workforce’s means of working. 

What instruments are you utilizing to extend your experimentation capabilities?  

Alongside Optimizely, Sky makes use of Contentsquare’s digital expertise analytics platform to create drawback statements and construct hypotheses for experiments. 

“Your drawback assertion cannot go wherever with out knowledge,” stated Natasha. Contentsquare’s digital expertise analytics cloud platform gives Sky with distinctive buyer habits insights to assist construct a pipeline of sturdy, data-driven experiments that the complete firm can get behind. 

Contentsquare’s integration with Qualtrics, a Voice of Buyer (VoC) suggestions platform, permits Sky to validate errors flagged in buyer suggestions by rewatching affected periods in Session Replay.

“A/B testing tells you whether or not a check has labored, however not why. Contentsquare and Qualtrics give us the ‘why’ we have to successfully iterate our testing. — Natasha Senior, Senior Digital Supervisor at Sky.

For RS Group, the method of bettering experimentation practices continues to be in its early levels. “One in all our greatest challenges is round how you can improve our understanding of our prospects and the issues they’re having to make sure our testing is rooted in sturdy knowledge and hypotheses,” stated Stewart.

At the moment, RS Group makes use of VoC surveys, suggestions from buyer providers and Adobe Analytics to acquire the quantitative knowledge they should perceive their prospects. In addition they work carefully with their consumer expertise analysis workforce, which is a “wealth of data and knowledge,” stated Stewart. “That’s why bringing experimentation and consumer expertise analysis collectively is so highly effective.” 

What’s subsequent on Sky and RS Group’s experimentation roadmap for 2023?

Sky plans to put in Optimizely into their telephonic techniques utilizing Optimizely Agent. “We need to begin doing A/B checks end-to-end,” stated Natasha. “If somebody lands on, makes use of the bot after which calls in, I need to monitor and experiment on the complete journey.” 

Contentsquare will assist by offering wealthy, contextual insights into how prospects really feel at every stage of that digital journey—from begin to end, web page by web page. This can assist the workforce at Sky make knowledgeable selections about which checks may have the largest influence on bettering the digital expertise of their prospects.

Alternately, RS Group is specializing in course of and automation to get experimentation velocity to the subsequent stage. Stewart’s workforce has spent this yr constructing an experimentation program administration system in Airtable to assist align stakeholders from totally different enterprise models. “This system will assist us develop our testing roadmap and start automating our experiments,” stated Stewart. 

“To scale correctly, we have to scale back the guide time spent analyzing experiments, writing emails, responding to Slacks and constructing experiment scorecards.” So, for RS Group, it’s all about constructing repeatable, scalable and automatic experiments that save time.

Watch the session on-demand 

Feeling impressed? There’s extra the place that got here from. Watch Natasha’s and Stewart’s session from CX circle London on Contentsquare’s on-demand page to get extra inspiration to your experimentation technique.

And in the event you’d wish to be taught extra about how Contentsquare might help you skyrocket your experimentation program, get in touch with us immediately. We’d love to indicate you the way our digital expertise analytics platform provides you all of the instruments it’s worthwhile to construct knowledgeable checks that really ship.


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