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  • Writer's pictureJonny White

A final note on testing

This assignment asked for content that would provide the most benefit to consumers at each stage of their customer journey. The words “most benefit” are intentionally vague and leave a wide range of possibilities, for instance concerning whether we mean “increased benefit” on top of what already exists, or what content that we currently use generates the “most benefit”. I’m grateful for the ambiguity as it allowed me to surface a variety of ideas, but I’m big on testing, so with each idea I’d want to have a measurable outcome in mind (click-throughs, views, time on page) so that we could iterate on the content to hit the specific and measurable outcome that we’re after and test improvements or variations to gain insight. This is simpler than it sounds, and we’re starting to do this directly with the front end engineers, but you have to know your goal in order to have something to measure. This creates clarity in the objectives of the content and enables optimization.

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