Testing Content for Engagement and Conversion
What
Content testing to optimize interactions on sites and apps.
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Why
Drive UX improvements to reduce friction and increase value.
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Impact
In FY2018, our team drove A-B tests that lifted gross-brooking channel revenue by $61 million.
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User data drives all of our work...but it's essential for content strategy to shape user experience.
We started a specialized Testing & Optimization practice within content strategy
for rapid user testing... leading to better UX and happier users.
We started a specialized Testing & Optimization practice within content strategy
for rapid user testing... leading to better UX and happier users.
Most Tests Start with a Hypothesis
The hypothesis offers a starting place.
And is refined as data reveals impacts.
And is refined as data reveals impacts.
Data Drives Re-Shaping of Content
Create Content to Test
Content strategy shapes
the content for our tests. |
Track Engagement
Our testing team leverages multiple tools
to record real-time results. |
Compile Results & Share
Analysis of the results is required to capture the impact and determine next step.
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PROJECT POV
Our Disney content strategy team started an in-house rapid user testing
and usability lab to test and optimize our content. It produced consistent wins
for our team and a steady stream of new work driven by an ability to prove content ROI.
Our Disney content strategy team started an in-house rapid user testing
and usability lab to test and optimize our content. It produced consistent wins
for our team and a steady stream of new work driven by an ability to prove content ROI.