Time and time again I see business owners, product managers, marketing directors or namely anyone responsible to the profit and loss of their product, division or company miss the boat when it comes to Website conversion. They either don’t know, forget or don’t understand the value of testing.
When I mention the word “testing” to some people I see their eyes roll back, or I get a blank stare. Some have an idea what testing is, but don’t want to spend the money. Others have no idea what I’m referring to and don’t want to admit it.
Let’s start with what testing means. First, of all it doesn’t mean that all your links, forms and functionality work. That’s a programmer’s view point on testing. What I mean about testing is testing your message, text, graphic and layout. What’s the point? Well, it can mean a huge difference in increasing Website conversion. If you’re not sure about the value of Website conversion read how a 1% increase in Website conversion could mean a 160% increase in profits. Without testing you are most likely losing a boat load of money.
Just about everything should be tested, but when talking about Web conversion and testing you are usually dealing with page elements such as your headline, call to action, page layout, price the offer, etc. There are two types of testing we usually conduct and I recommend both. We utilize A/B split testing and multi-variate testing with live target audience tests and Website traffic tests.
A/B split testing means that you are testing two different page elements or pages. Site visitors or testers see either version A or version B. Multi-variate testing means that you are testing, as the name implies, multiple variations. This test could include the header, call to actions, graphics, offers, etc. and these are tested all at once.
One of the fastest ways to get some immediate feedback on your page elements is by conducting a live test with your target audience. The live target audience test consists of testing several members of your target audience one at a time. This can be done in-person or online. We use to use this method exclusively for usability (how easy is the site to use) but with each test we found valuable marketing/conversion information. Unless we test strictly for usability, we refer to this test as live test.
With online or in-person testing you first develop a set of questions. These questions include how the target audience perceives elements of the landing page. With tools like GoToMeeting and Camtasia you can test and record the subject’s moves and voice. Unless you have sophisticated tools, with this method you lack seeing the person’s body language including their facial expressions. However, even without this information online tests can yield valuable information.
The second type of testing is using a tool like Google Website Optimizer. Of course there are expensive programs out there that will yield more information, but don’t over this free tool. Let’s say you think your home page, landing page or shopping cart page is not performing as well as you like. Perhaps your designer wants to use graphic A and you think you should use graphic B. Instead of long discussion about which one to use you let the audience decide. So you run both on your site. One half of your audience will see version A and the other half will see version B. You count which one had the most conversion and that one wins.
With Google Website Optimizer you can also test the headline, call to action, text, layout, price and other page elements. This test will help you put together a super page which can have tremendous effects upon your Website conversion.
Before you spend another dime on advertising you should have your marketing team test. Pay-per-click is getting more and more expensive and search engine optimization takes long and can be costly too. First test your page elements and then turn on the advertising. Test again and advertise more. With the increased conversion rate you’ll be making more money which you can invest in more traffic.
In testing there is one rule to follow: test everything and always be testing.
Showing posts with label testing. Show all posts
Showing posts with label testing. Show all posts
Tuesday, October 20, 2009
Monday, March 23, 2009
Increasing Website ROI
The last couple of posts have been regarding ROI and how to measure it. Once you know how to measure ROI how do you increase it? The simple answering is testing. Testing means different things to different people. Ask a programmer and their definition of testing involves clicking on links and testing the functional aspects of a site. Others, mostly non-marketing professionals, will assume testing is having the client view the Website or page and approve it. However, testing to a marketing professional involves much more than the functional aspect of the site.
Testing involves usability test, A/B split and multivariate testing. For best results you should be using a combination of all three. One of the most common misconceptions about testing is that is expensive. Our answer, is how expensive is it to NOT to test? If you want to put some numbers with this answer find out what your conversation ratio is and determine how much profits will increase by increasing your conversion rate.
We’re going to look at usability testing. First, let’s explain what it is. Usability testing means that you observer how a test subject uses your site. This can be as scientific and high tech as some of the labs we’ve used with two-way mirrors, several observers, multiple cameras and software recording every mouse move and keystroke. Or the test can be extremely low tech by simply observing the testing.
If you’ve been in marketing for sometime, I’m sure you’ve been involved with focus groups. This is somewhat similar. In focus groups you gather in a sample of your target audience and they use and discuss the product. In usability testing you gather a sample of your target audience and ask them to complete several timed tasks on your Website.
Each task it timed and recorded. Since the site owner should not be present at the test it is best to record the session. Designers and programmers also benefit greatly from viewing the testing as well. Many times sites are developed and designed based on our own preferences. You many notice that designers get stuck in “template” mode. The designs are appealing but they all begin to all look very similar. Participating in usability test is one way to stretch the designer’s creativity and sharpen their skills.
Each usability test we’ve done have always uncovered at least one “gold nugget” that made the testing worth doing. Usually there are several areas on a Web project that can be improved as a result of usability testing. The reason is simply. If your target audience can easily use your site the likely hood of them taking action increases.
One of the misconceptions about usability testing is that it uncovers problems with navigation or ease of site use. However, much more than those areas should be tested. One of the first questions we ask the subject is “what is this site about” or “what service/product does this company offer”. Then note how long it takes the subject to answer the question. These questions have nothing to do with design or navigation but rather content. If the subject is unable to quickly say what the site is about how can the site be successful?
A common mistake in usability testing is that the tester fails to test the test. Never conduct a test without first testing the test yourself. The test developer and tester should BOTH take the test.
I’ve often been asked from new clients how do they know if their current site has been given a usability test. Since I know this important phase of development is skipped by most developers (many are totally unaware of the process) I know can safely say their site was not tested. My response is that if the developer never mentioned it then it safe to say that it was not tested. There is cost involved in testing and no one is going to do extra work and not get paid for it.
How important is usability testing? Well the answer goes back to the earlier topic about how expensive is testing. If you know that a 1% increase in your conversion ratio will yield 300% in gross profits – then you can easily how important testing can be
Testing involves usability test, A/B split and multivariate testing. For best results you should be using a combination of all three. One of the most common misconceptions about testing is that is expensive. Our answer, is how expensive is it to NOT to test? If you want to put some numbers with this answer find out what your conversation ratio is and determine how much profits will increase by increasing your conversion rate.
We’re going to look at usability testing. First, let’s explain what it is. Usability testing means that you observer how a test subject uses your site. This can be as scientific and high tech as some of the labs we’ve used with two-way mirrors, several observers, multiple cameras and software recording every mouse move and keystroke. Or the test can be extremely low tech by simply observing the testing.
If you’ve been in marketing for sometime, I’m sure you’ve been involved with focus groups. This is somewhat similar. In focus groups you gather in a sample of your target audience and they use and discuss the product. In usability testing you gather a sample of your target audience and ask them to complete several timed tasks on your Website.
Each task it timed and recorded. Since the site owner should not be present at the test it is best to record the session. Designers and programmers also benefit greatly from viewing the testing as well. Many times sites are developed and designed based on our own preferences. You many notice that designers get stuck in “template” mode. The designs are appealing but they all begin to all look very similar. Participating in usability test is one way to stretch the designer’s creativity and sharpen their skills.
Each usability test we’ve done have always uncovered at least one “gold nugget” that made the testing worth doing. Usually there are several areas on a Web project that can be improved as a result of usability testing. The reason is simply. If your target audience can easily use your site the likely hood of them taking action increases.
One of the misconceptions about usability testing is that it uncovers problems with navigation or ease of site use. However, much more than those areas should be tested. One of the first questions we ask the subject is “what is this site about” or “what service/product does this company offer”. Then note how long it takes the subject to answer the question. These questions have nothing to do with design or navigation but rather content. If the subject is unable to quickly say what the site is about how can the site be successful?
A common mistake in usability testing is that the tester fails to test the test. Never conduct a test without first testing the test yourself. The test developer and tester should BOTH take the test.
I’ve often been asked from new clients how do they know if their current site has been given a usability test. Since I know this important phase of development is skipped by most developers (many are totally unaware of the process) I know can safely say their site was not tested. My response is that if the developer never mentioned it then it safe to say that it was not tested. There is cost involved in testing and no one is going to do extra work and not get paid for it.
How important is usability testing? Well the answer goes back to the earlier topic about how expensive is testing. If you know that a 1% increase in your conversion ratio will yield 300% in gross profits – then you can easily how important testing can be
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