How to Create a Learning and Testing Agenda
One of the most important elements of developing a great personalization strategy is determining what you know, pinpointing what you don’t, and figuring out what you want to learn. From there you’ll get to know your audience much better, and can easily refine and optimize campaigns to add more relevance and more value to your customers.
At the onset of any personalization initiative, you’ll want to create a Learning and Testing Agenda to stay focused on working through these questions.
1) Research and Learning Vision. First, at a fairly high level, document what drives your organization. What, at a high level, are you trying to accomplish through personalizing your site experience? This vision should help focus your organization on what you’re trying to accomplish, and can be used as a filter for all personalization and research requests.
2) Strategic Priorities. If they’re not documented already, write down your organization’s strategic priorities, and be sure to get buy-in from all key stakeholders. What are you trying to accomplish this year? Next year? Who are the main audiences or personas you’re trying to target from a business perspective?
3) Key Learning Questions. Create a document for each of your key personas, with 3 main sections:
- What do you know?
- What do you think you know?
- What do you want to know?
Within those sections you should be asking (or answering) questions like these:
- What challenges are your customers faced with?
- How does your brand provide them unique value?
- How do they view your brand today?
- What products or content resonate best with each persona?
4) Test, test, test! Once you have your Key Learning Questions, you can create campaigns designed to answer those questions and grow your knowledge base.
Developing a great personalization strategy is hard. Hopefully this framework will help your organization focus, achieve your objectives, and drive deeper relationships with your customers.