Getting the organization to take part in generating test ideas
Do you all have any specific tips or tactics to get your whole organization bought into testing? I've read many blog posts from Optimizely about how to prioritize testing ideas submitted by colleagues, but I am curious....how to you motivate people to submit these ideas in the first place?
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Besides that everybody is like usual always able to come up with new tests. As most of your organization usually is involved in coming up with new features or improvements to your product in most cases you could say that they're A/B tests as well.
Everyone loves free food. I do monthly brainstorming lunch; everyone in the office is invited, but the price of admission is presenting a new testing idea. I'll send out an email about a week in advance, announcing the site that I'm soliciting ideas for. That gives everyone time to prepare their documentation. After the session, I collect all the ideas, add them to the client's testing plan, rank them, and then share them with the client during our weekly meeting.
As the session moderator, I try to currate the ideas and encourage new lines of thought. I'll (gently) call people out for leaning on the same test idea across multiple sites, or for regular re-use of test ideas. I also have a documentation template prepared for everyone to use; that makes it easier for information standardization and thoroughness of presentation.
I would actually encourage you to take a look at the slides from the recent San Francisco User Group that @Pauline led. Chris Seaman from Atlassian shared some really great ideas on how to motivate his whole company to get involved in testing. Essentially, his optimization team hands out "kudos" to people who have demonstrated an interest in testing. Autodesk also shared some thoughts on how they were able to transform from a team that does no testing, to a team that gets input from many other teams on ideas.
We had 2 initiatives that have worked very well to generate ideas from everyone in the company:
1) Big Test Challenge: one month to submit A/B tests ideas, the ideas selected got Starbucks giftcards, if the test was a winner we gave extra giftcards.
What do you have to do? posters in the office, google form to submit ideas, wiki page with the rules of the challenge, lunch & learn about A/B testing
Results: over 150+ ideas submitted
2) Dogfood: There is a distribution list that people can use to submit any feedbacks about Hotwire. The product team wants every single employee who uses our product to send us feedbacks (positive or negative); it can be bugs, A/B test ideas or feature requests.
What do you have to do? We created posters #MakeASplash and put them everywhere in the office. We also gave prizes for the best feedbacks (most detailed/ most constructive / most inspirational / most bold....)
Results: We receive approx 15-20 emails per week, not all of them are optimization ideas but it is a good way to engage employees with your product in general
Cost: free to $$$ depending on the prizes
We have a file on our network that people can update to add possible test ideas. Then our testing team has meetings weekly to go over those ideas and any others that we come up with
Bi-weekly or monthly meetings with Products, MKT and Sales team to talk about prior and upcoming tests. This gives us the hability to talk about new ideas and see if they are looking relevant
Ideas are scored by PIE framework and every week we review next test prioritized by this score and launch them
At WiderFunnel, we use the PIE framework to prioritize these ideas. You can learn more about the PIE framework here: http://www.widerfunnel.com/how-to-prioritize-conversion-rate-optimization-tests-using-pie/
Director of Optimization Strategy @ WiderFunnel