What would happen if you approached your beliefs as assumptions that could be tested? You could create hypotheses for which you could design experiments to find out where the real truth lies.

To build a culture of optimization in your company, that's exactly what you need to do.

Adopting experimentation as a mindset will enable you to test more ideas, brainstorm more alternatives, and maximize what's possible.

The best part is that experimentation is not limited to your marketing initiatives; it includes other parts of your organization and can therefore encompass the entire customer experience.

Some companies are way ahead of the game in creating and nurturing an organization-wide culture of optimization. The highly competitive online marketplace has driven companies to pioneer the experimentation mindset beyond the digital marketing, analytics, and testing teams to include product marketing as well as the user experience and development teams.

Although those teams may have very different goals, this new mindset allows them to unify behind one common goal of experimentation, which leads to a better customer experience and increased engagement, conversions—and revenue.

So, how might companies actually put this new mindset into action? First, they can apply experimentation and optimization to their entire Web and mobile presence. By carefully examining what they believe to be true and then testing alternatives, they can discover where the real truth lies.

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ABOUT THE AUTHOR
image of Kim Ann King

Kim Ann King is the CMO of Web and mobile optimization firm SiteSpect. A B2B software marketer for nearly three decades, she is the author of The Complete Guide to B2B Marketing: New Tactics, Tools, and Techniques to Compete in the Digital Economy (May 2015).

Twitter: @kimannking

LinkedIn: Kim Ann King