Things I am GRATEFUL for Learning During My Optimization Career

Roughly 15 years ago, I was honored and excited and nervous when I was tapped on the shoulder and asked to run the Optimization program for one of the largest financial institutions in the world. To up the ante a bit and make it even more challenging, no prior Optimization program was in place. So, in addition to driving the strategy, I also had to create the program from scratch.

 Since that fire hose start in the Optimization space, I went on to run the Optimization program for one of the largest sports retailers and then switched positions to helping others where I have guided dozens of clients in their Optimization journey.

 I want to share with you those things that I am grateful for learning, in the event it may help you in your optimization journey as well.

People Trump Process

I am grateful for learning, and can’t say enough about, how critical people are in running an Optimization program.

You need data-driven, analytical and curious people to help drive your program. You need creative folks that have amazing ideas. You need awesome developers to make magic happen before launching a test and during a test. You need advocates at the highest levels. You need test ideation from the grass roots.

 Catch my drift?

 Finally, don’t be afraid to hire someone outside of your department if that person is already an advocate of Optimization or shows a keen interest in the work of your team. I wouldn’t be where I am now today without two specific people who asked me to lead my very first optimization program.

Process Trumps Tools

I am grateful for learning about processes and how important they are to performing at a high level.

Several years ago, I received my certification in six sigma process excellence work. My next Optimization gig landed me at one of the largest sports retailers in the country. This is where process enters the picture. I was new to retail ecommerce. New to terms like revenue per visitor, average order value, product merchandising, etc. So, I did feel a step behind when I first started.

However, I stepped into a situation where the Optimization process was so mature and flying. The process was close to six sigma standards, just sayin’, even though I didn’t run the numbers.

This process enabled me to, well, work at my highest level to run and mature the program and drive improvements in both the online customer experience as well as the bottom line for the company. Your Optimization program will be in the fly phase of a maturity model once you have the right people and the right process in place.

33 STICKS ANALYTICS MATURITY MODEL

Just Because You CAN Test Something Doesn’t Mean You SHOULD

 

I am grateful for learning how to push back on low quality test ideas and challenge the test submitter(s) for higher quality ideas.

A role model of mine in life once said this, “Just because you can drive your car 140 mph, doesn’t mean you should drive your car mph.”

 Just because a large retailer may have tested rounded-off orange colored add to cart buttons on their site, doesn’t mean you should. Just because the CEO says test pop up modals that stop after the 3rd showing, doesn’t mean you should (well, maybe you should lol).

Any test ideas that your organization is considering launching live on the site should fit into the context of your business, your brand, your styling, your customers and your goals.

Just Because You CAN’T Test Something Doesn’t Mean You SHOULDN’T

I am grateful for learning how to identify when it is appropriate to think creatively for a solution that may help push through obstacles.

Yes, there are lots of barriers to getting high quality optimization tests out the door. Some of the most amazing test ideas I have been fortunate enough to have worked with in my career were test ideas that everyone in the room said, “This is amazing, love the idea, but we can’t do that.” This could be due to, among other reasons, code limitations, design constraints, resourcing issues or simply company culture.

My favorite example is, “We can’t test during peek season(s).” Say what? Why??? This is the best time to test!! If you have the right PEOPLE and PROCESS in place, there is very little risk to testing during peak seasons. If you don’t have the right people or process, there’s too much risk to test during peak seasons.

Story Telling

So, I am grateful to have very recently at 33 Sticks begun my journey of learning the art and importance of storytelling. Here’s an article I wrote earlier this year that dives a bit deeper into this topic.

Optimization involves statistics. It’s a fact, get used to it. Statistics can be….

Hard to explain

Hard to listen to someone explain

Confusing to explain

Confusing to listen to someone explain

.

.

.

I am grateful for learning how to be creative and tell relatable stories that explain complex topics such as confidence internal between test treatments, statistical significance, sample size, etc. The skill is critical for leading a top-notch optimization program, because you can safely assume that most of your audience does not know the definition of advanced statistics terms, nor do they understand why they are important in the context of the test results you may be showing to them.

Teaching Others

This may be the item that I am most grateful for learning during my optimization career. I just love to share and help others. It’s in my nature. It makes me feel good inside.

There’s nothing like guiding someone towards experiencing their “aha” moment in optimization. The flip switches for them. The light bulb goes off. They get excited!! Then, the coolest part is that they share with others.

And it is not just teaching and helping at the grass roots of the organization. A lot of these teaching moments and conversations are with people are at the senior leadership level.

As always, I have enjoy creating this content, and I hope it has been helpful to you. Have a wonderful Thanksgiving holiday.

There is so much to be GRATEFUL for in our lives.

Happy Working!!!

Jason B