Convincing skeptical employees of A/B testing

Something new is to be introduced, for example new software, modern training measures, different production processes or decision-making structures. The reactions of employees are almost always divided: Some welcome innovations and see them as an opportunity to work more effectively, to further their training and to increase the company's success. They are open and look forward to change. The other group is critical of new processes and sees problems and more work ahead of them every time they deviate from the traditional path. They feel left alone with learning new processes. It is the task of a manager to take the concerns of employees seriously and to address them properly by providing factual and convincing arguments and demonstrating that the new measures do not involve any additional work and that sufficient time and resources are available for their introduction. The following answers should help you to respond well to frequently asked questions and common prejudices that crop up time and again in day-to-day work on the subject of optimization and testing.Objection 1: "I'm having trouble making a profitability calculation for the investment in CRO (Conversion Rate Optimization)!"To refute this objection, you can collect important conversion figures within the sales funnel. Explain what a one percent increase in sales already brings - because this increase is quickly achieved in testing campaigns. Show your employee comparable tests and their results and you will quickly convince them.Objection 2: "Our current conversion rates cannot be topped."As a manager, you need to ensure that all stakeholders and departments support the optimization strategy and cooperate peacefully. Because only when personal vanities and prejudices are no longer the focus of action can the figures determined by testing speak a clear language and point the way to a higher conversion rate. Consider implementing a complete redesign and testing it step by step. Shift the conversation from smaller conversions to projects that impact multiple business units at once and emphasize the importance of learning more about customer motivations.Objection 3: "It is difficult to explain the purpose of data analysis to a company that primarily acts intuitively based on its gut feeling."Empirical data is often smarter than the smartest employee. Every test on your website will either confirm or refute a thesis about customer behavior. Therefore, start a first test on a very small scale: Present testing as a method that can back up intuition with numbers or provide completely new inspiration. In addition, create a short list of five questions to which there are currently no answers in your company. The next testing campaign will provide you with these answers. Always remain persistent and keep asking why.Objection 4: "Some customers and managers question the data and results we obtain from tests."With this objection, emphasize that trends are more important than precise figures. In this context, also point out how essential continuous analysis is.Objection 5: "I'm having trouble securing resources for my test program, even though I've already submitted my request."In this case, it is best to start with a small, slimmed-down program that requires the fewest resources. Consistently carry out small tests until you achieve a major success that gets everyone excited and motivated. Analyze a case study together with the team and how much time it took. Identify bottlenecks and show the benefits of the whole experiment.Objection 6: "I don't know how to identify the person who should lead the test program."In this case, ask how well organized the employee in question is and what leadership qualities they have. Also find out whether the candidate has a basic knowledge of statistics or not. Find out whether the people in question demonstrate a natural curiosity and openness.Objection 7: "I can't get permission to run tests on the home page of the website."When planning your test program, involve the employees who create and edit the homepage. Start testing on a smaller domain or a page with less traffic to demonstrate gains. In addition, let the stakeholders have a say in the choice of testing platform. This way, they can also take investment aspects into account. Perhaps the program is interesting for the portfolio.Conclusion: Communicate openly and work preciselyThe following applies in all cases and in all companies: Involve everyone involved at an early stage and give them the feeling that they are needed. Do not treat general testing know-how as a state secret, but pass it on openly to your employees and all departments involved. In addition, make use of the special expertise of individual colleagues and integrate it into the optimization process. And: let the rest of the company share in the success of your optimization projects. In this way, everyone in the company will learn how important testing is and what it can achieve. As a result, many a sceptic has become an ardent advocate of optimization. Because tests provide answers to essential questions. Plan these testing projects thoroughly. Because tests that are not carefully planned and executed can cause you difficulties when measuring results.