Testing: Why it is essential to online marketing success

You could guess what works on your site and what doesn’t. But it’s not very scientific, is it? There are too many companies who really don’t know what it is specifically about their site that is working (or not working).

I see it a lot. A company has spent a lot of money and time building their website, but they never put in place a system to let them know what their website is really doing for them.

Testing. It seems so obvious, but somehow they did not think about as a way of improving their web performance. If you know what your website visitors are more likely to respond to, you can increase your impact, leading to a much higher conversion rate.

There are many things that can be tested. Changes in colour, font, image placement, link placement, calls to action and subtle wording can make more difference than you might think.

These factors don’t need to be tested one at a time – that would take forever. Multivariate Testing allows you to test several factors all at once.

What is even better than finding out what does and doesn’t work, is why. When you know this, you can come up with more creative solutions to increase conversions and really speak to your customers.