Podcast: Advanced Testing with Eric Hansen

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In this episode of LPO, SiteTuners CEO Tim Ash discusses testing methodologies with Eric Hansen, CEO of SiteSpect. Eric talks about the advantages of going beyond split tests, and using more advanced techniques to conduct tests on new features, and generally improving usability and meeting business KPIs beyond changing headlines and CTAs.

Tim and Eric talk about server side, client-side, and intercept-based tests. They also discuss dynamic content and behavioral targeting, and how new technologies allow marketers not just to fix problems, but to get ahead of the curve. Eric discusses the opportunities of serving customized content using dynamic content techniques by changing what’s presented - from grid layouts versus columns to different products featured based on inventory. Erik also talks about the opportunities in site search.

Tim and Eric talk about site side targeting that personalizes visits. Erik discusses common personalization segmentation data, like new and returning visitors, and how different experiences can be served for each. They also go into how other sources of data can help with personalization, Eric’s affinity for musical mash-ups. 

First Air Date: July 16, 2012

Listen online or download the podcast from WebmasterRadio.fm