Video Transcription


Hi, I’m Slimer, product marketing manager at Monetate and I’m joined by Bruce Ernst, I’m sorry, Bart Simpson, Vice President of Product Management. Bruce, Happy Halloween.

Happy Halloween, Slimer.

Thank you, and let me just start by congratulating you on a wonderful costume. Someone must think a lot of you to go out and get you a mask like that.

I wonder who that might be.

Bruce, today we’re talking about the audience in website testing and optimization, and usually when this conversation comes up, the focus is on understanding who the visitor is. But there’s another audience here as well, and that’s the user of the tool itself. Now, often when we talk about the business user, we’re most commonly referring to a marketer, but that’s not always the case.

No, absolutely not. There’s a business user who is the marketer, but there’s also the folks who make the code actually happen and, in many cases, that’s either a designer or a developer.

And how did the needs of those two audiences differ in terms of what they need to get out of a tool, the types of functions and features and capabilities that they want to bring to bear?

Well, they both work together to accomplish something, but they do it in very different ways.Ā So, in many cases, the business user, who’s a marketer, is really expressing some action that they want to happen or some part of their website that they want to optimize. Whereas the designer or the developer is actually doing the heavy lifting. And in those cases, those folks often think about different things, speak a different language, and use different terminology.

What is it that they ultimately want to get out of testing and optimization, though? Are these two audiences very different at the end of the day? Or you mentioned how they work together a lot.

At the end of the day, they’re very similar. They both want to advance the needs of the business, but the way they get there is often very different. So the business user, who is a marketer, in most cases, is, again, concerned with what they actually do on the website. The designer or the developers, carrying those tasks out. That means they have to write code and they have to deploy that code and they have to measure that code and, in some cases, they have to take that code down when they’re done using it. What they need is a very simple and agile language to do that.

Thank you, Bruce, I think one of the important things that we learned in this session is that, with respect to using a tool in website testing and optimization, everybody wants to be able to move the business forward. Everybody wants to be able to drive top line revenue and bottom line profit, but the capabilities that get different users there are often different. And so we need to be able to provide a feature set and a set of benefits and capabilities that allow everyone to work more efficiently than they have in the past, to actually do that.

Absolutely. Just like you can’t have a one size fits all website, you can’t have a one size fits all web optimization platform either. You have to be able to address the specific needs of the specific folks who are using the platform. That’s really super important.

Thanks again, Bruce. Happy Halloween and don’t stay out too late tonight.