Watch a video replay from Web Optimization Summit 2014, and learn how The Boston Globe used extensive audience testing to ensure its new digital subscription business would appeal to an established audience.
Testing doesn't have to be huge. It can be small wins. What yields the sustained benefit is the implementation of the discipline.
— Peter Doucette, Executive Director of Circulation, Sales & Marketing, The Boston Globe
The Boston Globe — it's one of those newspapers that seems as if it's been around forever (over 140 years actually). When this prestigious news source decided to expand its Web presence to include a digital subscription business, it wanted to make sure that this new venture perfectly matched its customer base. To determine if it was a good fit for its customers, the news hub performed more than 20 tests.
According to Peter Doucette, Executive Director of Circulation, Sales & Marketing, The Boston Globe, the company was "an ecosystem that's built for testing. We figured out how to take advantage of that."
For more on The Boston Globe's testing and optimization, watch the full session from Web Optimization Summit 2014 for ideas to apply to your own company.
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