I'm a direct marketer at heart which means I like numbers and I absolutely love testing. The other day I found the Mozilla Blog of Metrics via a FriendFeed post by AJ Batac. The blog is subtitled 'When in doubt, sample it out ...' and gives me yet another reason to like, perhaps even love, Firefox and Mozilla.
Mozilla is moving forward with multivariate testing but wanted to crawl before they walked. So, they conducted a simple A/B test on the call to action on their download button.
Now, I probably could have told you that 'Download Now - Free' would outperform 'Try Firefox 3' However, they admit that the test was more about validating the tool and process rather than about the actual test.
What's exciting (to me at least) is that Mozilla is going to run these tests and (hopefully) follow a fact-based decision making process. Do any of us want to sit through another meeting where the merits of design or copy are debated endlessly? Too many organizations continue to design based on instinct, opinion and best practices instead of testing their way to success.
You and your team are not the target market, and best practices may not be best for your particular product, site or audience. What worked at your last place of business may not work again. In fact, what worked last year may not work now, which is why organizations should always re-test assumptions via challengers.
If we’ve piqued your interest, please note that we’ll soon have some exciting findings related to a currently ongoing multivariate test at the main Firefox product page (www.mozilla.com/firefox).
Yes, you've piqued my interest! I'll be eager to see the results of multivariate testing and hope that Mozilla can help usher more organizations into a test-and-learn, fact-based decision making environment.