John Lynch

Testing your website, are you running enough [infographic]

Found this infographic which was figures from Econsultancys Conversion Rate Optimization Report 2011 remixed by Monetate. It covers the goal of all online marketers and etailers to deliver an engaging web experience that sells product. What was a surprising find is that less than half test the checkout process, so critical for all sites regardless if you esell or not.

web testing

This check list will give you an idea of what elements you need to ask your web developers to test. With recession still stalking the land and Christmas less than 4 months away (or whenever the seasonal spike is for your business) you need to grasp any competitive edge you can get.

What is clear from the inforgraphic below is that there are two schools emerging. The top of the list is testing 101, call to action buttons, text, design, and promotions. But there are a growing number out there seeking perfection by testing all aspects of the site including checkouts frequently (some every day) as they conclude that in the moving feast that is the web, tests conducted earlier in the year might not have bearing today and most certainly wont have any for the coming peak season. Customer’s churn around the web and buying behaviour changes.

So like any organism in any ecosystem those that survive are those that are agile and adapt. How you adapt correctly and quickly is to test different options often. So don’t be afraid to run a series of short tests regularly and carry on when the rush starts as again taking advantage of higher traffic translates into shorter test times, more agility and real competitive advantage.

http://monetate.com/wp-content/uploads/2012/01/concurrent_live_tests.png


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John Lynch Digital Ministry John Lynch
Company: Digital Ministry
Position: Editor
Involved in the digital media and Marketing industry for many years, through working at the Economist Group (uk), Universal McCanns, Zivo, emitch, OneDigital, IBM (client side), Agency.com & now TBWA NY Now in Bath, UK working as a consultant

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