It has been said “If you don’t know where you are, how can you get to where you’re going”? Most of you have a business plan, or a budget or a set of goals which you periodically visit to see how you’re doing. What reports do you regularly review about your website activity?
Do you know how many phone calls and form fills you receive via your website each month? What is your conversion percentage? Where are visitors getting confused and leaving the site? Are the most popular pages that people are visiting on your site your most important pages that can influence a sale?
If you spend money on advertising, you have to know how much business it generates. You need to create a scorecard and keep track of everything to make sure you’re improving, making progress.
Constantly enhancing your approach based on the feedback you get from your audience makes your message more relevant and motivating. Testing is one of the best tools at your disposal for evaluating and improving your website, email, and social media messaging.
Rather than guessing how viewers will respond to different call-to-action elements or landing pages, testing allows you to actually see the evidence. You find out what is working and what to move away from in developing your message.
One simple, but revealing test method we have used with our clients is usability testing. This involves you observing someone in real time as they use your website. Give your test subject a few tasks to accomplish, for example, find a certain product, see if it comes in stainless steel and then try to request a quote. This is good way to find out if the way your website functions is as user-friendly as you thought. Other effective test methods we use include A/B testing and element testing.
Constantly enhancing your approach based on the feedback you get from your audience makes your message more relevant and motivating.