How to expand your optimisation programme while winning over stakeholders

The transition from a “spray and pray” approach to a strategic optimisation programme can be the key to not just surviving but thriving. This article explores the critical aspects of scaling your optimisation programme, from the initial ‘spray and pray’ methods to a more sophisticated, strategic approach, while securing your stakeholder buy-in and driving your organisation towards digital excellence.

What can hinder your optimisation programme roll out

Before delving into the specifics of scaling an optimisation programme, we’d like to address five common beliefs that can hinder progress:

1. Perfection myth: Many stakeholders believe their website or product is perfect and doesn’t require optimisation. The reality is that continuous improvement is necessary to stay competitive.
2. Cost concerns: Budget constraints often deter businesses from investing in new tools or additional resources. However, many optimisation tools offer free trials or versions that can help prove their value before significant investment.
3. Time and resource constraints: The perception that optimisation takes too long or requires too many resources can be a significant barrier. Starting small with available tools can demonstrate quick wins and justify further investment.
4. Fear of redesign fatigue: After a significant website redesign, stakeholders might resist further changes. However, optimisation is about incremental improvements based on user data, not a complete overhaul.
5. Privacy and SEO concerns: Worries about data privacy and SEO impact are common. Educating stakeholders on the benefits of personalisation and the minimal impact on SEO can help alleviate these fears.

The Optimisation Maturity Model

The Optimisation Maturity Model is a framework designed to guide businesses through the stages of developing and refining their optimisation programmes. It outlines four distinct levels of maturity: Spray and Pray, Feeling the Groove, Now You’re On Fire, and The Future. Each level represents a step towards a more integrated, data-driven, and strategic approach to optimisation.

Level 1: Spray and Pray

The initial stage of the optimisation journey is what we call ‘Spray and Pray.’ At this level, efforts are largely ad hoc, experimental and unstructured. Teams may be testing various ideas without a cohesive strategy, aiming to gather data and prove the concept of optimisation.

The primary goal at this stage is to demonstrate the value of optimisation with quick wins:

• Prove it works: Use data to show stakeholders the impact of optimisation. This can help secure buy-in for more significant investments.
• Quick and simple tests: Implement easy-to-run tests using free tools like VWO’s [https://vwo.com/] free tier. These tests can provide valuable insights without requiring extensive resources.
• Focus on learning: Embrace experimentation and learn from both successes and failures. The objective is to gather data that supports future optimisation efforts.

Example: A company redesigning its website navigation might test different layouts or CTAs to see what resonates most with users at this stage. Despite the lack of a structured approach, this stage is crucial for gathering initial data and proving the potential ROI of optimisation.

Level 2: Feeling the Groove

Once initial successes have been demonstrated, the programme may start evolving into the next ‘Feeling the Groove’ stage. Here, efforts become more regular and structured, with a focus on integrating optimisation with the broader business objectives.

Some of the implementation suggestions may be around:

• Optimisation lifecycle: Implement a continuous discovery and delivery process. This includes defining success metrics, conducting research, ideating, prioritising, and executing tests.
• Cross-functional collaboration: Engage different departments in the optimisation process. Regular workshops and strategic objective settings can ensure alignment across the organisation.
• Measurement framework: Develop a framework to track and prioritise key metrics. This helps in focusing on what truly matters and communicating success effectively.

Some of the limitations to be aware at this stage are conflicting business and marketing priorities and low website traffic. Effective communication, including ensuring insights are shared across the organisation, and stakeholder engagement are essential to navigate these challenges.

Example: A company might hold quarterly workshops to align optimization efforts with business goals, involving multiple departments in ideation and prioritization sessions. This stage also sees the implementation of a measurement framework to track the impact of optimization on key business metrics.

Level 3: Now You’re On Fire

At the ‘Now You’re On Fire’ stage, optimisation becomes more sophisticated, incorporating personalisation and targeted experiences. The key focus areas are:

• Data integration: Connect various data sources to enable end-to-end user journey optimisation. This includes integrating email marketing tools, customer data platforms (CDPs), and on-site behaviour data.
• Personalisation and targeting: Tailor experiences to different customer segments. This involves creating more personalised and targeted campaigns.
• Long-term focus: Shift from short-term conversion goals to longer-term customer nurturing and retention strategies.

Some of the challenges that may arise at this stage are data quality, complexity of integrating multiple platforms and maintaining strong stakeholder collaboration across departments.

Example: An e-commerce company might integrate its email marketing tool with its website analytics to deliver personalized product recommendations based on browsing and purchase history. This level involves more strategic, long-term planning and continuous optimisation across the entire customer journey.

Level 4: The Future

Level 4 represents the highest level of maturity where optimisation is embedded in the company’s DNA, meaning you are optimising end-to-end across all touchpoints and departments. You may be leveraging advanced technologies like AI and machine learning to drive further continuous improvement, and enabling other departments to take ownership of some optimisation programme efforts:

• AI and advanced technologies: Leverage AI and machine learning to enhance optimisation efforts. While current AI tools may have limitations, their potential for future improvement may become more significant.
• Decentralisation: Empower other departments to run their own tests while maintaining overall governance. This fosters a culture of continuous improvement across the entire organisation.

While ensuring high-quality data and maintaining consistent governance across decentralised efforts can be challenging, the benefits of a fully embedded optimisation culture far outweigh these difficulties.

Example: A company like Netflix, which uses AI to personalise content recommendations and optimise user engagement in real-time. At this stage, optimisation is not just a function but a core component of the business strategy.

Scaling an optimisation programme from “spray and pray” to a strategic, data-driven approach is a journey that requires overcoming limiting beliefs, engaging stakeholders, and continuously evolving. By following the Optimisation Maturity Model, businesses can achieve significant improvements in their digital experiences and stay ahead of the competition.

No matter where your organisation currently stands, investing in optimisation at any level will yield returns. Start small, prove the value, and gradually scale your efforts. Remember, optimisation is a continuous process of learning and improving—embrace it and watch your digital experiences thrive.