We previously wrote on our website about the Fast and smart optimization process at our client MoneYou. Together, we presented this process earlier at the Web Analytics Congress in Amsterdam and then we had the opportunity to explain in Emerce magazine what exactly we are doing and achieving.

Quick optimization

We previously covered the rapid optimization. Of course, this is not the end point, but the beginning. The only way to make and keep the dialogue on the Web site of high quality is to keep continuously optimizing the site based on user input. To enable this process, we also made a number of technical improvements during the rapid optimization. On the one hand, we made sure that the pages from within the CMS are set up much more component driven. On the other hand, we made it possible to easily place online analytics javascript codes on every page. This allows us to quickly test AB, run a survey or create a heatmap of a web page.

Smart optimization

Erik Idzenga, channel manager at MoneYou: “Right now, together with Online Dialogue, we are teaching every marketer how to smartly optimize. What is the right process to make small improvements dozens of times a year and, as a result, have an ever better dialogue?”.

1. Who and where
   From our target dashboards, planned campaigns, or customer complaints, we determine which product needs attention. Through visitor segmentation, we can determine for which group of visitors dialogue enhancement will be most effective. For this group of people, we get to work. In that place on the website where, according to the analysis software, it is most obvious.
2. What
   What we are going to improve depends entirely on the additional qualitative and quantitative information we can easily gather through all kinds of tooling via our custom CMS. Based on hypotheses, we design page variations that we can then very quickly test on live visitors.
3. Why
   In the evaluation, it is of course good to see back what the variations bring to the bottom line, but even more important are the answers to the hypotheses. What have we really learned and how can we use these learnings on the website and within the organization from now on?

In order to spread the knowledge properly and also keep everyone involved and motivated, we recently started working with a large real-life process board in our shared workspace. Because all current, most recent and best-scoring tests can be seen, we keep everyone up to date. In this way, we continue to continuously improve our service with great attention and also keep our communication simple.

The entire presentation of this MoneYou case can be found at our 1st article on this case or can be found here download directly as PDF.