When we talk testing (we presume most of you are software testers) your mind would obviously jump to the last test case you ran or the last killer "bug" you detected and logged.
But the word testing covers a wide gamut of possibilities, everything could (some would say must) be tested. Including content for the web.
Now, how does one test content?
Of course there are spell checks and grammar checks, but apart from that what can be done to ensure that the content is optimised to deliver what it is supposed to?
Turns out there's a lot that can be done, if you have the right resources and if you are determined to approach digital marketing in a structured, result-oriented manner.
SAP for instance has set up a digital test lab to standardise the testing of all content to be published on the company's Web pages—including usability, design and registration forms—as well as on its mobile- enabled site launched recently.
In their own words:
“We take an idea [such as an offer] and look at all the things that lead up to a conversion—the process, Web pages, design, user experience, content, offer and actual registration process,” he said. “Then we do a blend of A/B and multivariate testing, and image testing [such as putting an image next to the offer], to see where we get the most significant lift.”
Similarly, HP is another company that is making content testing a priority.
“We have a publishing calendar every week, which looks at all the content we're pushing out to meet our corporate goals,we use LinkedIn, Twitter and Facebook to see what topics resonate.”
We won't get into too many details here, as this post is not about content testing, but
imagine that, entire teams dedicated to testing content!
As our world becomes more digital,data-driven, cloud-hosted and mobile, and as software becomes ubiquitous, present everywhere from fridges to cars and household robots, the lines between different types of testing, analytics and strategy consulting might blur.
What we might have are large Independent "testing" Labs that test everything, from design, to content, products, software and everything else.They would not only test, but would predict future problems and suggest strategies to overcome them.
Is that another way of saying "Full Services IT Company", we don't know, but we don't think so.
What we see as the next generation of Independent Testing Labs, are teams that would offer hybrid services of testing, analytics and strategy, but not necessarily design and development.
The skills that will be in demand would be the ability to grasp concepts, new business models and consumer insights, and being able to put together information in different ways, create virtual proofs of concept through high-end predictive data analytics (or sheer intuition) and being able to foresee problems and point them out in advance.
Customers will pay a premium for this ability to predict scenarios and outcomes, not by crystal-gazing, but through a combination of intuition, testing and advanced analytics.
To Know more:
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TCL is a specialist consultancy in software testing. As a company, our core purpose is to Develop and Deliver World Class Solutions in Software Testing that are Innovative, Structured and Professional.
The company exists to meet the needs of our clients who strive to ensure that their IT projects create value and demonstrate return for their investment. We are geared to deliver services in all areas of software testing including functional, non functional and process improvement.
The first TCL company was based in the UK (Transition Consulting Limited) and the group has now expanded to include enterprises in the US and India. A further expansion into Australia or New Zealand is expected within the next five years.
For more details visit: http://www.tcl-global.com/
