Table of contents

Table of contents

Quick insight

Sitecore’s Engagement Value Scale helps tackle the complexity of testing and optimization, and helps keep you on target with your business goals.

Chapter 1

Optimize for value, not just clicks

When companies evaluate their digital marketing ROI, they often look at click-through rates or specific conversion increases. These numbers will give you a sense of what’s happening, but there’s a problem: they don’t really tell you whether your company is progressing toward your specific business objectives.

This is where using Sitecore is a gamechanger. You set up your metrics starting from the top — your strategic objective, or the end result you want to achieve — and drill down into clear marketing objectives that will help you get there. You then break down each marketing objective into specific digital goals. Because of this top-down process, it’s easy to see the direct correlation between your digital goals – like watching a video or signing up for a newsletter – and your strategic objective.

Each digital goal is then assigned an Engagement Value, which tells you how much that interaction is worth to your company in terms of reaching your overarching strategic objective. Once you’ve defined the Engagement Value of your digital goals, you’re ready to test your content to make sure it’s delivering maximum impact.

Testing and optimization
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Chapter 2

How testing works in Sitecore

With Sitecore, each engagement is assigned a value based on how much closer it brings you to your goals. For example, suppose your strategic objective is to increase sales. You know that when customers call you, you have a much higher chance of making a sale compared to when they visit your home page.

Since this type of interaction is very valuable, you’d want to set the Engagement Value of a visitor clicking the button to request a call very high — say, at 100. On the other end of the spectrum, the value of a visitor simply visiting your home page, reading an article, and downloading a specific document would be very low since it’s not really a direct pipeline to a sale. Let’s set this at 10.

Now, everything that happens between that first low engagement of 10 and the high engagement of 100 is where you’ll be doing your testing. Imagine that after that first document download, a visitor goes on to sign up for your newsletter, for which you set an Engagement Value of 25. Or, they go to another product page, fill out a form, and get an Engagement Value of 50.

At these points — which lead the way to high engagement and value — you’ll be testing different variations of your content, page layouts, personalization levels, and more.

As more and more people visit your site, you’ll add up the Engagement Value of all your visitors and track the variations you showed them. That’s when you’ll be begin to see which content is delivering the highest Engagement Value and bringing you closest to your strategic objective, and where you should be focusing more of your efforts.

Chapter 3

Which pages to test

You’ll want to spend your time where it really matters, optimizing where you’ll get the most impact. In general, there are three main types of pages and content that you’ll want to test for optimization:

  1. Impact pages: These are the pages where you have a lot of traffic.
  2. Entry pages: These are the pages that get people to your site, such as specific landing pages or your home page.
  3. Decision-making pages: These are pages where your visitors are just about ready to fill out a form or make a purchase — wherever your high Engagement Value lives.

By optimizing these pages, you’ll be able to drive more engagement and ultimately get closer to your strategic objectives.

Chapter 4

Understanding test metrics

With Sitecore, seeing the results of your testing is really simple. No matter what you’re testing — for example, personalization, or a specific message for first-time visitors — all you have to do is look at the Experience Effect result for the test.

The Experience Effect is a percentage based on the relative change in Engagement Value since the start of the test. If the Experience Effect metric is up, it means your company is benefiting from that extra amount of business value from the item that you’re testing. You can also drill down into all the other metrics that contribute to Engagement Value.

Testing with Sitecore gives you unparalleled clarity on how your marketing efforts are bringing you closer to your strategic objectives, as well as the information you need to drive maximum engagement with your customers.