In a report published on eMarketer yesterday (sourced from eConsultancy) highlighted the processes and methodologies clients and agencies think are “highly valuable” at driving website conversion.

The differences in the way both think is startling. 

I’ve taken the data published in two separate tables and combined into a single table that shows the delta in responses from clients and agencies to make the interpretation of the responses easier:

The data tells us that while clients are putting A/B testing, journey / path analysis and Multivariate testing at the top of their wish lists, the agencies aren’t thinking the same way - especially when it comes to testing.

That’s a shocker.

Perhaps the most surprising difference is the importance agencies place on expert usability studies, only 25% of clients see this as highly valuable, whereas 41% of agencies think its highly valuable. 

At Insightr we agree with the client view, and will always leverage our Insite process to ensure we’re collecting and analysing data effectively to drive results. This process is also driven by our “Analysis to Action” approach which makes use of institutionalised testing (we prefer multivariate to accelerate learnings). Please get in touch and see how we can help optimise your digital business.

Update on Friday, October 30, 2009 at 10:30AM by James Dutton

I feel it’s important to add that the responses come largely from the US (70%) so attitudes are somewhat different than what we’re experiencing in Asia - but things are changing very quickly as clients adopt and learn about new approaches: after all website testing is nothing new, direct marketers have been testing and optimising for decades!