- What do companies like Intuit, Netflix,

- 像Intuit、Netflix這樣的公司是什麼？

and Google have in common?

和谷歌的共同點是什麼？

A culture of optimization.

一種優化的文化。

They run literally thousands of experiments

他們進行了數以千計的實驗

in tests each year.

每年的測試中。

The exciting thing is you can create

令人激動的是，你可以創建

a culture of optimization about your content.

一種關於你的內容的優化文化。

Because testing your content takes time and resources,

因為測試你的內容需要時間和資源。

it's wise to focus on areas

集中精力於以下領域是明智的

where change could make a big difference to your goals.

變化可能會對你的目標產生很大的影響。

So let's look at three situations to employ testing

是以，讓我們看一下采用測試的三種情況

to optimize your content's impact.

以優化你的內容的影響。

The first situation is making

第一種情況是使

good content performance even better.

好的內容表現甚至更好。

This is all about making promising content

這都是為了做出有希望的內容

reach its potential.

達到其潛力。

For example, home security company Blink

例如，家庭安全公司Blink

constantly trials different combinations

不斷試驗不同的組合

of text and images for its onboarding emails

其入職郵件的文字和圖片

as well as other content.

以及其他內容。

Each winner then faces off against a new version

然後每個贏家都要面對一個新的版本

until Blink knows they have

直到Blink知道他們有

the best combination of content.

內容的最佳組合。

Optimization is just part of business as usual.

優化只是照常工作的一部分。

Similarly, retailer Adore Me

同樣地，零售商愛慕我

tests multiple versions of images

測試多個版本的影像

and has found that even subtle changes

並發現，即使是細微的變化

in a model's position can double sales.

在一個模型的位置，可以使銷售額翻倍。

The second situation is fixing content

第二種情況是修復內容

that's underperforming.

這是表現不佳的。

Testing can help to identify the cause

測試可以幫助確定原因

so you can solve the problem.

這樣你就可以解決問題了。

And it's usually more cost effective

而且它通常更有成本效益

to fix a problem than to scrap the content entirely.

修復一個問題比完全廢止內容更重要。

For instance, when American Cancer Society

例如，當美國癌症協會

ran into an issue with a web page

在一個網頁上遇到了一個問題

about one of its programs,

關於它的一個項目。

it looked at the data and realized

它看了看數據，發現

the page was trying to cater to two distinct audiences.

該網頁試圖迎合兩個不同的閱聽人。

In doing so, the content was leaving both groups

在這樣做的時候，內容是離開兩組

with more questions than answers

疑問多於答案

and lots of frustration.

和大量的挫折。

So the team successfully reorganized the content

是以，該團隊成功地重新組織了內容

and offered pages tailored to each audience.

並提供為每個閱聽人量身定做的頁面。

The new approach reduced calls and email inquiries

新方法減少了電話和電子郵件諮詢

with basic questions about the program,

有關於該計劃的基本問題。

and more importantly, the change

而更重要的是，變化

helped increase signups to the program.

幫助增加該計劃的註冊人數。

And finally, let's talk about how you can test

最後，讓我們來談談你如何測試

new content opportunities.

新的內容機會。

If you want to take your content to the next level

如果你想把你的內容提高到新的水準

or capitalize on an opportunity,

或抓住機會。

think about questions such as

思考諸如以下問題

how can we meet the interests,

我們如何才能滿足這些利益。

needs and expectations expressed by our customers?

我們的客戶所表達的需求和期望？

How could we package content differently?

我們如何能以不同的方式包裝內容？

How could we monetize content more effectively?

我們如何能更有效地實現內容的貨幣化？

Netflix is a prime example.

Netflix就是一個最好的例子。

After its success with "House of Cards",

在 "紙牌屋 "獲得成功之後。

a big experiment there, it has developed new hits

一個大的實驗，它已經開發了新的點擊率

ranging from "Daredevil" to "The Crown".

從《敢死隊》到《王冠》。

And in expanding beyond the U.S.,

而且在向美國以外的地區擴展。

Netflix has painstakingly translated

Netflix煞費苦心地翻譯了

and localized content for every international market

併為每個國際市場提供本地化的內容

and been rewarded with explosive growth.

並獲得了爆炸性增長的回報。

So take inspiration from Intuit, Google and Netflix.

是以，從Intuit、谷歌和Netflix那裡獲得靈感。

Create a culture of optimization around your content.

圍繞你的內容創造一種優化的文化。

Focus on making good content perform even better,

專注於使好的內容表現得更好。

avoiding costly problems and taking advantage

避免昂貴的問題並利用

of new opportunities.

的新機會。

Your content will have more impact

你的內容會有更大的影響力

than you thought possible.

比你想象的要好。

(upbeat music)

(歡快的音樂)