Vail Resorts was starting the journey toward a test and learn culture in support of long-term omnichannel personalization goals. Although they had an excellent ecommerce team and dedicated digital analysts, they lacked experimentation experience.
This partnership was truly about building a testing culture from the ground up. We began with our Optimization Program audit, something that uses a mix of Microsoft’s peer-reviewed Experimentation Evolution framework and our own business consulting experiences to discuss Vail Resort’s current program state and growth goals.
We worked with a small team of leaders to build a Digital A/B Testing team of developers, analysts, marketers, and project managers. We helped ideate, develop, execute, and analyze a variety of A/B Tests, multivariate experiments, and personalization experiences. The primary objective was not a successful year of conversion rate optimization (CRO) wins, but a well-trained team that could move forward on their own. Of course, a couple key customer insights and revenue wins wouldn’t hurt as our stakeholders were working to prove the value of an A/B Testing program.
Given the Vail Resort team’s teach-us-to-fish mentality, we collaborated closely, building a centralized experimentation playbook with everything from Adobe Target best practices to communication email templates and conducting on-site training.