How Testing Can Boost Your Revenue
October 18, 2010
Testing is one of the key components of finding the right mixture for your website. If you are not testing the features on your site and not testing what is making the best improvements to your site, you may end up losing a substantial part of your business or failing when you thought you had found the next best way to improve your site. There are numerous factors to consider when you are making changes to your website but whatever you end up changing, you always need to make sure that it is going to be effective before you throw all of your weight behind it. This is where multivariate testing comes into play. This testing will allow you to compare results of different practices to find what works the best for you without losing a substantial portion of your business. The only thing you need is time but it is definitely worth it.
Multivariate testing allows you to run multiple tests on essentially the same thing with slight differences. You can do something completely different but by using smaller differences, you can see what parts are making the greatest differences. Before you start testing, however, you should consider several things first.
First, you should consider the page quality of what you plan to test. Using pages that have higher quality content will definitely help you get better results. This is particularly important for your landing pages because you need to have as much information as possible to convince your visitor to stay intrigued. The better the quality, the more you can see results and what makes the biggest differences in your results.
Next, you should make sure that your page has a clear call to action. If you have multiple options for your customers, such as a free trial and an option to buy now, make sure that both of these are clearly available. If you are giving someone the option to try your product and it is worth it, you have a good chance of getting them to purchase it later. There is also a good chance that someone who is not completely sold on your product will have a chance to learn to like it and use it and choose to buy it when the trial is over.
Finally, you need to make sure that you have solid, clear goals for your campaign as well as a good way to track what is happening with your test. You don’t need to have extremely attractive things to track in your campaign but you do need to define what you want to improve so that you can find the best way to do it.
At another time, I will consider the actual testing but these things should be enough to get you started and prepared to test your sites. Preparation and time are your two biggest expenditures here but if you want solid results, they are definitely worth it.
Written By: James Blackburn, Website Office Staff Writer