If You’re Not Testing, You’re Losing

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Everyone pay attention to me, as this is the most important lesson I can teach you aside from never wearing socks with sandals.  Testing is not a way to keep your head in the clouds pondering; it’s a way to constantly improve as you laugh all the way to the bank.  Sure you can expand the keywords you are ranking for and double your traffic, but doing some testing to double your conversion rate is a smarter, easier, and cheaper way to increase the productivity of your website.  But, make sure you are testing the most efficient way possible.  Below are some quick tips to help keep you on the right track.

1)    Have faith in your tools. Thanks to easy multivariate testing sites like Optimizely, we don’t have to worry about “how to test” accurately because their user interface can handle it.  Instead, we can focus on the “what to test.”

2)    Test hypotheses, not your own opinions. To be a great web marketing strategist, you have to break away from the concept that we always know best.  A great website is not an extension of you, but rather an extension of the users that interact with the website.

3)    It’s best to approach a test from all angles. Make sure you not only measure the quantitative data from the GA and your testing interface, but that you also set up a user feedback survey or poll question within your social media profiles to get qualitative data as well.

4)    Go big first. The initial take from a user’s first impression is important since people process images faster than words.  Make sure the layout and images are good first since they have a higher impact that the content.  Big then small is the way to go.  Make sure you nail down the layout, color scheme, and font first.  Then go for the small details of button size, headline, etc.

5)    Make sure to focus on one change at a time.  If you change the button’s color and location, and the headline from ad to ad, how can you be sure what really has the big effect?  Go for one item at a time and do quick tests based on the number of users that visit the pages.