Site Testing: Why This is SO SO Important!
Okay, you know your stuff. You’re either a leading edge (or not so much) web developer or you’re an SMB who keeps his/her ear to the tech ground listening (or not so much either) for the latest in how to build a site that converts leads into buyers. You’re aware of the best practices of all of that – and yet your site just isn’t performing as good as it could be. Sound familiar?
Well aside from testing for “operational” items like cross-browser layouts or loading speed, as I pointed out – testing for conversions is very important. Sure elements of any conversion process strategy would include things like call-to-action buttons and colours of same; promotion offers and how they’re worded, styled and sized; your forms and how they’re laid out and located on the website page….all are important and all attach themselves to your conversion rates as they should.
According to the folks over at Monetate, it appears that companies who do testing are 40% more satisfied with their conversion rates that the companies who don’t. Think about that for a minute….why would the firm that does testing, be more satisfied? Maybe because by doing so, they understand what the various contributing factors were that impacted their conversion rates.
Is that you?
Do you look at your analytics package numbers and see what kind of conversions your site receives. You know, visitor to your site enters your sales funnel….analytics shows them using your call-to-action form for inbound marketing….and then you see which of those visitors turns into a conversion via once again, your anlaytics – a repository you soon realize of not only search engine keyword tactics but of actual customer behaviour. Now that is really a bonus, eh!
And of course, there are other viewpoints too…like the folks over at Kissmetrics who published this testing Infographic back last summer but it remains on our own listing of “spot-on” items to peruse when we’re working on conversion testing strategy too. They remind us too, that you must always test for maximum success and at every single point of customer interaction too!
And lastly, here’s a short list of items that they list that are great tips to remember…
Too many unrelated links within eyesight of your call to action can distract visitors and lead them away from your sales funnel.
- Some fonts are easier on the eyes than others, and experimenting with various sizes and styles can have a noticeable impact on the success of your sales funnel.
- Always A/B test your landing pages and easily view their performance with the best conversion funnels in the business.
- Fewer form fields don’t necessarily mean more sign ups. Sometimes, as in the case of lead generation, it’s beneficial to add extra form fields to extract more information.
- Try displaying your ads on a wide variety of websites and test the responsiveness of each site’s audience to build an optimized display network.