Developing A Culture Of Optimization And Testing | Speakers Eric Allen & Jeff Giddens | NIO Summit is a FREE course courtesy of NextAfter
1 Lesson / 17 Minutes / FREE
Eric Allen, Director of Onsite Marketing and Testing at Ancestry, and Jeff Giddens, President at NextAfter gave some helpful insight on building a testing culture within an organization at our annual NIO Summit.
In Eric’s early days at Ancestry, it was a battle to convince people to use data, but they let good tests and data drive them. Every time they found a cool piece of data that someone in the organization would like, they took it right to them and got them excited about the results. They created champions of testing throughout the organization. They proved that the tests were beneficial, and their CEO bought into that mentality.
Data speaks for itself when you’re using it properly.
Their testing program started when one employee just wanted to try it. No one had done it before. He ran one test and crushed it, and then people wanted more. They still had naysayers, the people who just didn’t get it. But when you can get wins and you gather good data, you can defend how valuable it really is.