How to Make the Switch to Test Automation

How to Make the Switch to Test Automation

It’s happening! Either you’ve finally convinced your IT service provider in Lincoln (or the ones in your area) that it’s time to use automation in testing, or they’ve come to you with a mandate to automate testing. Hopefully, you’ve laid the groundwork that automation isn’t a panacea, manual testing isn’t going away, headcount isn’t going to go down, and feature throughput isn’t going to skyrocket. If you haven’t, you need to set the expectations. Either way, it’s an exciting and scary time, especially if your experience with automation is little or none. So now what?

You can ask for help

You could be correct if you believe you can set up and use automated testing on your own. However, you’re probably dead incorrect. Can you develop automation knowledge at home? Have you taken a gd&t course that may help you with regard to a specific interpretation of the test automation language? Yes. Have you got the time? Years! Probably not. You need assistance, and that might be challenging for some people, especially if you’ve established a strong reputation as a testing expert. You will need to hire either a full-time automation specialist or a project manager from a third-party vendor, similar to Business Technology Architects, who can assist you with all the project needs in order to get the best return on investment and likelihood of success in a reasonable amount of time. YOU AREN’T AN EXPERT unless you’re an automation specialist! Put your ego to the side and find the right help.

If I’m not an expert, how can I get the right help?

Excellent question! You may not be an automation expert, but you can figure out what your automation expert needs to bring to the table. Read blogs about automation, especially if they’re by automation engineers. You probably know people (either directly or indirectly) with whom you can have conversations about automation and what to look for, especially “red flags.” Get with your team and find out what you need (and don’t need) automation to do for you.

For my company and my team, we wanted:

  • Robust, low-maintenance tests that concentrated on the most critical parts of our systems.
  • Automated tests that would relieve testers of the tedious and time consuming tests.
  • An automation engineer that:
    • Shared our quality and testing philosophies.
    • Understood our automation goals.
    • Had done it at least once before.
    • Had done it more than once and in different ways, OR
    • Had done it once and wanted to approach it differently this time.
    • Had a proven track record mentoring testers in automation.
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Are you asking the right questions?

To find the right candidate, you need to ask the right questions. Or do you? How do you get candidates to REVEAL what you want to know without directly asking? I like to use “Describe”, “Explain” or “Tell” requests rather than asking questions outright:

  • Explain the primary reason for automated tests.
  • Describe the benefits and pitfalls of automation.
  • Tell us about an automation achievement that stands out in your mind.
  • Explain what you would do differently if you had to do that project now.
  • Explain how you determine which tools to use.
  • Describe your plan for developing automated tests.
  • Explain the automation pyramid (if they haven’t yet mentioned it).
  • Explain how you would introduce manual testers to automation.
  • Describe your mentoring approach and how you will get testers excited about automation.

Miracles require a lot of work and preparation

So you’ve done your research, talked to your peers, defined your needs with your team, posted the position, interviewed the candidates and you found and hired the perfect candidate.

Congratulations! You’re home free!

Not exactly.

Hate to break it to you, but automated tests don’t just happen. And even if you manage to find someone that’s familiar with your vertical, she/he won’t be familiar with your specific products and code. You need to onboard them, just like any other tester, AND onboard them just like any other developer. Then you need to work with them to develop a strategy, decide what work needs to be done first, investigate tools and approaches, do a Proof of Concept, and then, after that, the work really begins!

At this point it’s worth mentioning again that YOU AREN’T THE EXPERT! They are. So you still need to keep your ego out of it. You need to be realistic…and then some…with timelines and milestones. You’re not getting a fully developed testing framework and 100% code coverage in phase 1. Or even by phase 5. Or even if you purchase an existing automation solution (because no matter how “universal” the “kit”, you’re still gonna need to customize it for your “ride”). You need to organize things based on your company’s and your team’s needs. Start with useful tests that eliminate pain points. Evaluate the “Return on Investment (ROI)” for your proposed automation efforts and determine which will give you the biggest bang for your buck. Always encourage and weigh the possibilities of solving tactical problems with strategic solutions, especially if the added effort is marginal.

Protect your investment

Whether you hire a permanent automation engineer, or a consultant, you MUST give them the time to get the work done. The automation engineer is NOT a sprint test resource at this stage, and, in my opinion, shouldn’t ever be considered as such. The job is to create, maintain and update the framework for automated tests, not test sprint features. The framework will never get to be a solid and useful tool if your automation engineer is constantly pulled away to test sprint work. Do that, and you’ll not only not have a testing framework, but you’ll lose the automation engineer to a company that lets them do what they do best: build automation frameworks. And you may lose some of your best testing experience if your manual testers, once excited about getting the drudge testing out of the way so they can do some really good exploratory stuff, are a year in, with no solid framework, still doing the mind-numbing testing, and with no light at the end of the tunnel.

Don’t ignore your testers!

Your testers are your expertise in testing your systems. Leverage that experience and use it to propel the automation forward. They complement the automation, because they know which tests should be automated (and which shouldn’t). The automation engineer mentors them in how to use the framework to create automated tests. If they don’t have what they need in the framework, they inform the automation engineer and she/he develops what they need. As their experience grows, they can get deeper into framework to learn how its structured, and how to expand upon it.

Evaluate

Remember that ROIs can change with business changes and, subsequently, what gives the biggest bang for your buck will change. Do not be surprised if your first few forays aren’t as successful as you want or need them to be. Be the hitchhiker of the galaxy and DON’T
PANIC! Your initial test framework architecture didn’t work? Learn, pivot and change (also easier to do with a small, tactical goal than a sprawling effort). You WILL SUCCEED if you persevere. You’ll look back and see that progress has been made, the framework is sorting out and stabilizing, your team is contributing tests for automation, and your ROI is now focused on more strategic goals than tactical ones.

Bidtellect Stats

Native auctions daily

distinctly targetable placements

30+ Partnerships

with leading supply and demand partners for the most expansive network in the ecosystem

Pre-bid Viewability and Safety

thanks to AdmantX and IAS so you can understand user behavior without jeopardizing privacy

Managed, Self-Serve, and Hybrid Options

for a service approach that works best for you

[b]+studio Creative Services

team for all image, copy, content, and creative needs

Post-Click Metrics

to understand how consumers engage with your content, factoring in number of sessions, pageviews, bounce rate, and time on site, giving you key insights about your campaigns, creative, content, and audiences so you can optimize accordingly.

Advanced Optimization

capabilities like Dynamic Creative Optimization (DCO).

The Holiday Infographic 2019

The Holiday Infographic 2019

The 2019 holiday season is predicted to be record-breaking. Both the National Retail Federation and eMarketer predicting increases from last year, with the latter predicting a first-ever trillion-dollar holiday season. While some consumers are concerned about tariffs affecting prices, retailers are concerned about the shorter calendar creating a shipping crunch. Still, last year’s leaders in shipping served up near-perfect on-time delivery rates, and increasing trends in two-day, free, and expedited shipping make shopping online (on desktop and on mobile) easier than ever. The key to serving up a successful advertising strategy, according to experts and trends documented by eMarketer, is a DSP with reach, targeting, and high-quality data, while sponsored, branded, or native advertising offers the highest-value for advertisers and is easiest to monetize for retailers.

Holiday Retail Spend Predictions 2019

Total US retail sales will climb 3.8% to $1.008 trillion, making it the first-ever trillion-dollar holiday season.

(eMarketer, 2019)

US retail eCommerce spending will rise by 13.2% to $135.35 billion this holiday season.

(eMarketer, 2019)

Holiday sales for 2019 are expected to increase by 3.8-4.2% over 2018 (compare to an average increase of 3.7% in the last five years).

(NRF, 2019)

Holiday sales are expected to reach a total of between $727.9 billion and $730.7 billion in 2019.

(NRF, 2019)

79% of consumers are concerned that tariffs will cause prices to rise, potentially affecting their approach to shopping.

(NRF, 2019)

 $1,048 = average consumers plan to spend decorations, candy, and gifts as well as other purchases for themselves and their families.

(NRF, 2019)

eMarketer predicts that this year’s shortened calendar will create a shipping crunch.

(eMarketer, 2019)

FedEx, UPS and USPS had on-time delivery rates of 97.6% or higher in 2018.

(eMarketer, 2019)

Mobile vs. Desktop

Cyber Monday vs. Black Friday

Cyber Monday is once again expected to be the biggest online shopping day in history, with a total that could approach—or even surpass—$10 billion.
(eMarketer, 2019)

61% of shoppers plan to shop online on Cyber Monday, compared with 45% on Black Friday.
(MiQ study via
eMarketer, 2019)

81% of shoppers plan to shop in-store and online on Black Friday
(MiQ study via
eMarketer, 2019)

51% of Last-Minute Shoppers said they weren’t certain where they wanted to buy, or they had multiple retailers in mind when they started shopping.
(
Google/Ipsos)

Mobile accounted for 34% of Black Friday 2018 weekend revenue (26.3% smartphones, 7.7% tablets).
(
Adobe Analytics)

Why Content Distribution:

Sponsored product advertising is currently the leading advertiser format because it’s high-value for advertisers and easier to monetize for retailers.

(eMarketer, 2019)

Native advertising will account for 62.7% of total US display ad spending in 2019, up from 54.2% in 2017.

(eMarketer, 2019)

The top two criteria for advertising and marketing professionals in selecting a DSP were audience scale or reach and targeting.

(Adviser Perceptions via eMarketer, 2019)

By leveraging Bidtellect’s platform and these best practices (including unrestricted inventory in all ad formats and refreshing creative), one high-traffic retail e-commerce client saw a 9:1 return on investment (ROI) in 2019, more than doubling their goal.

Utilizing contextual targeting along with creative analysis and optimization brought another retail client 55,400 Purchases, $3,500,000 in revenue, and 13,500 loyalty program sign-ups with Bidtellect’s platform in just half a year.

Americans consume over 135 million pounds of eggnog every year.

(Indiana University via Daily Item)

100% of shoppers suffer from holiday fatigue and ravaged wallets when the season ends

Download Infogrpahic

4 + 9 =

Ask the Experts: Top Holiday Campaign Mistakes

Ask the Experts: Top Holiday Campaign Mistakes

Holiday shopping campaigns will kick off before you know it (if they haven’t already). Before it’s too late, we asked our fellow Bidtellectuals the top mistakes they see clients make during the holiday shopping season that prevent them from getting the results they want. From under-spending to over-exhausting creatives, here’s what to avoid – and do differently – for a rockin’ holiday season. 

You are More Than Your Deals:

“Big mistake: Brands push empty Holiday offers and discounts instead of the value of their brand and how they can enhance a consumer’s holiday experience.”

– TJ Kryzanowski, Director of Account Management – East

Don’t Stoop to Display Standards – In Creative and Budget

“Make sure your images don’t have copy on them. While it’s great to push a holiday offer or discount, you don’t want your images mimicking a banner ad when the goal is for your content to blend in with the content in the feed. Use an image of a person enjoying your product or offer.”

– Missy Steiner, VP of Marketing 

“The biggest mistake is focusing on standard display formats for Black Friday & Holiday Pushes! Go Native.”

– DJ Virtue, Director of Sales and New York Manager

“The audience gets tired of seeing the same ad over and over again. Switch it up! Start off with awareness creatives, then lead the audience to consider, and then complete your campaign flight with conversions. I see clients immediately start off with lower-funnel in the earlier stages of holiday planning months – BORING!”

– Yeni Gordillo, Sr. Creative Marketing Manager

It’s the Most Competitive Time of Year: Price Accordingly

“Some clients expect CPMs to stay the same over the holiday period and complain about performance going down. You have to price competitively to stay competitive!”

– Jonathon Burden, Director of Sales, West Coast

“One thing that comes to mind: clients don’t always take seasonality into consideration when determining their rates (bid prices). There’s a lot of competition in the market near the holidays. If you don’t have high enough rates, scale becomes an issue and it impacts delivery and performance.”

– Rachel Richardson, Senior Strategic Account Manager

Communicate and Plan Ahead

“Plan ahead. Communicate in advance if support will be needed on holidays like Thanksgiving Day and Black Friday for retail accounts. We prep and ask, but often we receive an emergency email during Thanksgiving dinner saying we need to increase spend, etc.”

– Terah Bocchi, VP of National Sales

Trendy Doesn’t Always Mean Best-Performing

“Don’t fixate on trends. Clients always want the latest “new” thing (carousel, for example) even though it might not perform. Don’t sacrifice performance for aesthetics.”

– Andrew Sugrue, Senior Ad Ops Specialist

Celebrate All the Holidays!

“Creatives pertaining to only one specific holiday limits your audience. Include all celebratory holidays! Make it relatable to everyone!”

– Yeni Gordillo, Sr. Creative Marketing Manager

Bidtellect Stats

Native auctions daily

distinctly targetable placements

30+ Partnerships

with leading supply and demand partners for the most expansive network in the ecosystem 

Pre-bid Viewa
bility and Safety

 thanks to AdmantX and IAS so you can understand user behavior without jeopardizing privacy

Managed, Self-Serve, and Hybrid Options

for a service approach that works best for you

[b]+studio Creative Services

team for all image, copy, content, and creative needs

Post-Click Metrics

to understand how consumers engage with your content, factoring in number of sessions, pageviews, bounce rate, and time on site, giving you key insights about your campaigns, creative, content, and audiences so you can optimize accordingly.

Advanced Optimization

capabilities like Dynamic Creative Optimization (DCO).

The Native Holiday Infographic You Need Now

The Native Holiday Infographic You Need Now

‘Tis the Shopping Season…

 

If planning your holiday campaigns feels overwhelming – fear not. Arm yourself with the stats that matter for the most up-to-date programmatic strategy. The focus of this Infographic is the most recent data on holiday retail spend, holiday shopper patterns, and content marketing including mobile and video. Bonus: scroll down for 4 Key Takeaways you can implement now. 

Retail Holiday Spend 2018

 

Total Holiday Spend

Total U.S. Holiday retail spending increased 5.4% to $998.32 billion in 2018 

November + December

Total U.S. online sales in November and December 2018 reached $122 billion, an increase of 17.4% from 2017

Trillion Dollar 2019

eMarketer predicts that the 2019 holiday season will see healthy US retail spending growth of 3.7% to $1.035 trillion

Black Friday and Cyber Monday

Black Friday Weekend

About 18% of shoppers consolidate all of their shopping to the Black Friday-to-Cyber Monday period

Billion Dollar Weekend

Black Friday 2018 (Thanksgiving Day plus Black Friday) raked in $9.9 billion in online sales – a 19.7% increase over 2017

Mobile Revenue

Mobile accounted for 34% of Black Friday weekend revenue (26.3% smartphones, 7.7% tablets)

Online Only

63% of Black Friday weekend shoppers spent time shopping online – researching, browsing, and purchasing

Cyber History

Cyber Monday was the heaviest online spending day in history, with a reported $7.87 billion

Content Matters to Holiday Sales

Research First

53% of holiday shoppers say they always do research before they buy to ensure they are making the best possible choice

Last Minute Hunt

51% of Last-Minute Shoppers said they weren’t certain where they wanted to buy, or they had multiple retailers in mind, when they started shopping

Quick Gifters

48% of shoppers want to get their shopping done as quickly as possible.

Content First

Content makes consumers 131% more likely to buy.

Mobile is the Move

Higher CTR

According to data pulled from Bidtellect’s platform, in Q4 2018 Mobile CTR was 150% higher than Desktop and 19.2% higher than Tablet

Shopping In-Store

72% of Black Friday weekend shoppers used their mobile device to shop and/or browse, with 52% using their mobile device while in store

Last Minute Shoppers

65% of last-minute (two days before Christmas holiday) shoppers used their mobile device to shop and/or browse, with 43% using their mobile device while in store

Target Accordingly

67% of smartphone users are more likely to purchase from companies whose mobile sites or apps customize information to their location.

Don’t Forget Video

 

Click-to-Play Engagement

In-Feed Click-to-Play Video engagement grew 143% from 2017 to 2018

Video Inspo

Two Thirds (⅔) of shoppers say online video has given them ideas and inspiration for their purchases

The Top 4 Takeaways

Consider the Entire Customer Journey

Holiday shoppers might start early (before November) and shop all the way through December or start browsing online then buy more in store, or read articles for ideas then buy a month later… The possibilities are endless. So target and retarget using a multichannel approach.

Mobile Matters

Incorporate mobile into your strategy. Do it. Also remember that the the buy online, pick up in store option is gaining momentum

Go Native

The best way to distribute your content is with Native. Simple as that.  Our Top 3 KPIs for Retail Advertisers in 2018 were: 

  1. Drive Traffic to Blog Content
  2. Offer-Driven Creative (Like a Promotion)
  3. Drive Sales

Content. Content. Content.

Don’t shout at your shoppers, inspire them. Entice them. Offer articles, blog posts, and videos with ideas and inspiration to make their shopping easier. 

The Ultimate Guide to Black Friday 2019

Planning campaigns for the busiest shopping day of the year need not be overwhelming (we promise!) We put together everything you need to know as you prepare for Black Friday 2K19, including best practices, strategies, and need-to-know stats. 

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The Ultimate Guide to Black Friday 2019

The Ultimate Guide to Black Friday 2019

THE ULTIMATE GUIDE TO

BLACK
FRIDAY 2019

Planning campaigns for the busiest shopping day of the year need not be overwhelming (we promise!) We put together everything you need to know as you prepare for Black Friday 2K19.

STATS

Here are the stats that matter from Black Friday Shopping Season 2018:

Black Friday 2018

Black Friday 2018 (Thanksgiving Day plus Black Friday) raked in $9.9 billion in online sales – a 19.7% increase over 2017
(Adobe Analytics)

Black Friday 2018

$6.2 billion spent on Black Friday and $3.7 billion spent on Thanksgiving (a growth of 28% year over year)
(Adobe Analytics)

Black Friday 2018

14.8 million online transactions were processed on Black Friday 2018 and 13.7 million were processed on Thanksgiving
(Hitwise).

Thanksgiving 2018

Average per-person spending was $313.29 during Thanksgiving weekend 2018 ($217 spent on gifts)
(NRF)

Buy Online - Pickup In-Store

The Buy Online, Pickup In-Store (BOPIS) model saw a 50% increase year-over-year during Thanksgiving weekend 2018
(Adobe Analytics)

Online Conversions

Retailers with physical stores drove 28% higher conversions online
(Adobe Analytics)

MOBILE MATTERS

Site Visits

Mobile represented 51.4% of site visits (43.6% smartphones, 7.8% tablets) making it the first Cyber Monday where more than half of visits came from mobile.
(Adobe Analytics)

Mobile Revenue

Mobile accounted for 34% of revenue (26.3% smartphones, 7.7% tablets)
(Adobe Analytics)

Best Practices

What does it mean for your Black Friday and Cyber Monday Holiday Shopping Strategy? We’re so glad you asked!

Scale: Don’t Restrict Inventory and Set Aside Your Biggest Budget

The most reach is critical. 

Black Friday weekend raked in $9.9 billion in online sales and counted 28.5 million online transactions. That means a massive amount of shoppers are already ready and willing to shop online. Now is the time to go big or go home. Set aside a large budget.

Run nationally-targeted campaigns utilizing all 3 ad formats (in-feed, recommendation widget, and in-ad) across all 3 devices (desktop, tablet, and mobile) to ensure we are able to find relevant users at any time on any device.

Get access to as many placements as possible. Bidtellect is partnered with more than 30 supply partners for the most expansive network in the ecosystem, which means access to 58 million distinctly targetable placements and 10 billion Native auctions daily.

Performance: Optimize and Measure Post-Click for Qualified Site Traffic

It’s not enough to reach far and wide – aim for more qualified site traffic with placement level optimization, dynamic creative optimization (DCO) and qualified engagement measurement.  Dive deeper into the success of your Native Advertising campaign by using Bidtellect’s Engagement Score, unique proprietary technology for a deeper understanding of consumer engagement, so you can measure and optimize towards post-click engagement metrics such as page views, bounce rate and time spent on site.

Creative Insights: Copy + Image Matters For Maximum Engagement

[b]+studio is Bidtellect’s award-winning in-house creative team and they are experts in creating copy and images that draw in consumers and lead them to your content. Based on Black Friday (and all year long) performance, here’s what you should know: 

  • Include a promotional code
  • Be sure there’s a holiday reference in the images or copy
  • Children, pets, and people in images perform best
  • If using images with products, one solo “feature” product performs better than a group of products
  • Photographs perform better than animated images
  • Content/Thought Leadership: offer tips for the best gifts or creative ideas.

.

This was a best-performing Black Friday 2018 image with an eCPA of $2.16.

This was a best-performing Black Friday 2018 image with an eCPA of $2.31.

Consider the Customer Journey: Target and Retarget 

Since a consideration cycle is generally required to make a purchase – especially with so many choices and sales during Black Friday weekend – supplement a prospecting strategy with retargeting to drive prospects back to the site to purchase. Make it even easier to buy online and pick up in store, too. The (BOPIS) model saw a 50% increase.

Account for Mobile

It should be obvious, but maybe it isn’t. Before setting up campaigns, check that the landing pages you will be directing traffic to are as mobile-friendly as possible, from easy scrolling to readability to ease of purchasing products. Mobile represented 51.4% of site visits and accounted for 34% of revenue. 

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