Are you the sole person at your company who uses an A/B testing & CRO tool such as Optimizely, Adobe Test & Target, VWO or Google Optimize?
Do people call you either:
Chances are if you answered yes to the above, you’re a Lone Ranger of Experimentation responsible for trying to get the most out of your testing platform — with limited help — to drive impact to your business across your digital properties.
Wearing lots of hats is nothing new, people across all disciplines experience this. However, as the sole person driving experimentation internally, there is a lot to juggle. Most likely you are providing support across various business owners throughout the company: product teams, revenue management, sales, marketing, operations, etc as it relates to launching test. There is likely no shortage of ideas on how you can help them or what they want to test. That’s a good thing. But there are also likely to be opportunity gaps that nobody is owning. It might be in improving the user experience of the checkout flow on your app– making improvements to your deployment processes–to surfacing customer service knowledge, in context on your site, so that customers are happier and more likely to convert. This can also include gaps on the operational side of testing such as program management, backlog creation & curation, test performance analysis and reporting, etc. It’s hard to enforce processes across all of these functions when you are a Lone Ranger.
Do you feel you have the juice internally to tackle the opportunities that you see?
Are you trapped as a solo practitioner because there is no budget to expand or team members available to help support you?
Does your manager share your frustration but not understand the nuts and bolts of what you do?
Does your business simply not fully grasp the importance experimentation can have on driving bottom-line impact to your business (e.g. conversions, retention, etc.) and what is required for you to successfully do that?
Here are some ideas about how to both help your company and hopefully your career throughout this journey!
Ultimately — you do not want to remain a Lone Ranger of Experimentation forever. Whether you build a team around you or leverage other resources, your job will be more rewarding if you can find ways to influence more direct business impact (e.g. revenue, customer loyalty, etc) while helping the rest of your organization understand the importance of experimentation through measurable results. This is a recipe for success in elevating yourself and showcasing the value you bring to your business