Our experimentation testing approach is based on presenting virtual widgets (Vidgets) to customers.
So what are vidgets?
They can be anything you want to recommend or rank. Such as products, customer engagement messages, design constructs, special offers, etc.
Rather than selecting just one solution and missing the opportunity to exploit the rest, dynamic experimentation allows you to run multiple tests at the same time. You can test what resonates, what customers like and what they don’t like. And decide to go down a path customers respond to.
Vidgets could be the variations in message text you show to sell a product. Or different design frameworks to show customers when they log onto your app, from heading or text size. Or the order of menu items on your app. The options are endless.
Because you have evidence of real customer uptake and reaction to a range of different options, you are better equipped to come up with new ideas and recommendations. And because you’re experimenting in a production environment, you don’t need a sprint every month to predict what to do next. You test and learn while you engage as your recommender is permanently accessible and continuously configurable.