optimisation maturity model (with many thanks to janco klijnstra)

Ad Hoc

Local HeroesChaotic Good

Level 1Starter Level

GuessingA/B testingBasic tools

AnalyticsSurveys

Contact CentreLow budget

usability

Outline process

Small teamLow hanging fruit

+ Multi variateSession replayNo segments

+Regular usability

testing/researchPrototyping

Session replayOnsite feedback

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Dedicated teamVolume

opportunities

Cross silo teamSystematic tests

Ninja TeamTesting in the

DNA

Well developed Streamlined Company wide

+Funnel optimisationCall tracking

Some segments Micro testing

Bounce ratesBig volume

landing pages

+ Funnel analysisLow converting

& High loss pages

+ offline integration

Single channel picture

+ Funnel fixesForms analytics

Channel switches

+Cross channel testing

Integrated CRO and analyticsSegmentation

+Spread tool useDynamic adaptive

targetingMachine learning

Realtime

Multichannel funnels

Cross channel synergy

_______________________________________________________________________________________________

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Testing

focus

Culture

Process

Analytics

focus

Insightmethod

s

+User Centered DesignLayered feedback

Mini product tests

Get buyin

________________________________________________________________________________________________Missio

nProve ROI Scale the testing Mine value Continual

improvement

+ Customer sat scores tied to UXRapid iterative

testing and design

+ All channel view of customer

Driving offline using onlineAll promotion

driven by testing

Level 2Early maturity

Level 3Serious testing

Level 4Core business value

Level 5You rock, awesomely

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Thanks to @JancoKlijnstra