DECEMBER 2023retailtechinsights.com8In my opinionIn the ever-changing world we are in, adaptability is key. But how can we adapt to an environment that is constantly changing? How quickly can we learn and shift strategies? Who could we ask for guidance if this is new to everyone?We've experienced the outdated method of making decisions based on gut. Data driven decision making is the new norm. It's also a popular phrase, sure to win you points in any business meeting. Being an analyst, I respect the desire to make data driven decisions. After all, facts are facts. They are the guiding light and the framework that grounds us.No matter how you feel, or what you think or believe in, or what you really want - facts remain facts. Thoughts and emotions are irrelevant. This is a powerful thought and what makes A/B testing beautiful. A/B testing enables us to make changes in a controlled environment so that we can confidently understand the impact a change has to customer behavior, conversion, engagement, etc. Think about how many times we wish to implement a change on the website or create an experience or add beautiful content or phrase marketing a particular way. We might be confident that what we are putting out there is easy to understand, or witty, or a seamless experience. However, we lack different points of view. We see things through our own lenses, through our own experiences. This is where testing comes in. It allows us to make a change, to track the impact, and to learn whether we were right or wrong in our thinking. When we are right, we move forward. When we are wrong, we avoid mistakes and learn big lessons about our customers.How to begin testing:Start with a problem you wish to address or start with an idea to improve something that already exists. Let's follow one example all the way through: We believe that the "Add to Bag" button is not visible enough so we wish to move it up in the product pages within our website. I LOVE BEING WRONG: THE BEAUTY OF A/B TESTINGBy Marcela Gutierrez, Global Head of Digital Analytics and Optimization, Fossil Group
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