It’s all about the right approach and the right method.
The right approach involves having a tailored action plan that’s based on your category (such as e-commerce), your sales channel (such as omni-channel), and your vertical (such as retail). At its core, it’s about understanding your ideal clients, what motivates them, and providing clear segmentation and a personalised experience.
The right method is about using a robust, scientific process to ensure that proper research is done prior to testing, that tests are statistically significant, and your testing program produces a strong return on investment. Your testing program should be data-led, and highly structured.