Retailers shift their ad spending from TV, radio and print ads to digital ads.
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More than one-third of the retailers taking part in the survey—38.9%—rely on one-on-one feedback as their primary way to test a new design. That compares with 36.5% that use A/B testing, in which a retailer tests two versions of a web page, a specific page element or ad copy against each other; 20.9% that use multivariate testing, which helps retailers determine the best combination of new text and images; and 19.4% that use focus groups.
“When it comes to design, a lot of retailers are working on a budget and they are testing more to make sure they are getting the biggest bang for the buck,” says Judy Foster, executive creative director of design firm Grand River Interactive. “Testing makes perfect. These days with design, retailers don’t want their customers taking too much time to think. What they want shoppers doing is being engaged and completing transactions.”