Brands are hesitant to test during the holiday season. Code freezes and other organizational priorities take effect, while testing initiatives are left to collect dust until the New Year. It is an organization’s appetite for examination that determines their approach to testing during the holidays. But only those who choose to carry on testing at this critical time stand to gain a unique set of insights.
Are you afraid to risk testing inferior experiences that may lead to lower conversion rates or average order values during the holiday season? Remember, the holiday season is only one piece of the larger customer journey. The testing initiatives you take now provide insights that will help you improve the customer experience year-round.
We understand holiday testing is not right for everyone. But it’s still important to take a look at what you stand to gain & how to mitigate risk during this heavily trafficked time of year.
How to Mitigate Risk
The decision to test during the holidays is different for every organization. Before you decide (as with any thoughtful testing strategy) find how what you stand to gain, how to be prepared for adjustments, and what you hope to learn.