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When analytics says it’s broken, testing is how you fix it.
Strategize your testing program
Web analytics tells you what's working and what isn't. Fix clearly broken elements first. Example: your landing page is working fairly well, but the "second page" has a high abandon rate—perhaps on a form. Testing and optimizing the sub-page first will deliver an immediate upturn in conversion.
Test only what needs to be tested
Everything can be tested, but not everything should be. Some small gains may not justify your time/cost investment. We recommend a focus on Key Performance Indicators
(e.g. traffic volume, navigation paths, or conversion funnel efficiency).
Smaller, incremental gains or "big bang"?
Conversion enhancement from testing is typically incremental, each optimized element adding to the overall gains. That said, testing is full of surprises. Simply renaming and repositioning a button can drive remarkable results.
What testing program will work for you?
Successful, cost-efficient testing programs are built on sound front-end planning and strategy.
If you don't have in-house testing expertise, or would like to know more about conversion enhancement and our services, contact SitePosition and discuss your options and best approach with an expert.
