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Website Testing: Move Beyond the Landing Page

WEBSITE TESTING MOVE BEYOND THE LANDING PAGE Smart marketers understand the value of testing. In a relatively short period of time, website testing has evolved from changing the color of a "submit" button on one web page, to building intricate, multi-page testing campaigns with the ultimate goal of delivering an engaging online experience to customers. 66% of companies test multiple landing pages on their websites. 13% of these companies believe they do testing well. SPREAD YOUR TESTING AROUND Your entire website should be treated as a unique shopping experience for every visitor. The result of a successful website test will deliver the right message, to the right person at the right time. Here are web pages that you should be testing right now: OD LANDING PAGE НОМE РАGE SEARCH RESULTS PAGE Primarily for inbound channels like email, paid Still likely to be your top entry page! How many potential customers exit your website search or affiliates. after doing a site search? OD OD OD - -- -- -- -- - --- -- -- -- --- - -- PRODUCT CATEGORY PAGES PRODUCT DETAIL PAGES CHECKOUT PAGES An abandoned cart is a lost sale. Take advantage of customer affinity to a particular type of product. Getting close to that conversion. don't lose them! WHAT SHOULD YOU TEST? Successful online retailers test different elements of the entire website experience: Call-to-Action Buttons |72% Page Layout 71% Navigation 65% Copy 63% Promotions and Offers 49% Checkout Process 49% WHO ARE YOUR WEBSITE TESTING STAKEHOLDERS? The best website testing solutions will not only improve Key Performance Indicators (KPIS) like conversion rates and average order value (AOV), but will create a culture of testing within your organization. Here are the individuals likely to be responsible for testing in your company: ECOMMERCE CHANNEL IT MANAGER WEB ANALYST DIRECTOR MANAGERS Focus on all KPIS, including Get better data from a testing conversion rates, AOV, revenue per session, cart abandonment, and bounce rates. Stagnant conversion rates from email, paid search, and affiliate campaigns can see an immediate impact. By putting testing in the hands of channel managers and other marketers, there's time to do a whole lot more! solution that analyzes visitor traffic in real time, then report a positive impact on revenue and profit. TYPES OF TESTING SOLUTIONS Here are the different types of testing solutions at your disposal: CLIENT-SIDE SERVER-SIDE PROXY • Scalable infrastructure • Fast • No "throwaway code" • Scalable with $$$$ • Slow • "Throwaway code" • Unscalable • Single point of failure • Requires knowledge of regex WHAT SHOULD YOU CONSIDER WHEN CHOOSING A TESTING SOLUTION? Testing solutions typically offer marketers what they think they want, but many features end up going unused. Or, you quickly discover there are additional costs to do what you originally planned. MAKE SURE YOUR AVOID TESTING SOLUTION: Jargon-filled websites and brochures that tell you little about the solution itself. • Provides message consistency across channels. MAKE SURE YOU • Has a pricing model that encourages Dissect what the company says about itself from the reality of what clients say about the testing solution. continuous, iterative testing. • Offers targeting and segmentation using options relevant to your business. IT'S PROBABLY A GOOD IDEA TO • Encourages ownership by marketers. • Facilitates a culture of testing. Attend webinars and listen to presentations that include actual clients. REMEMBER 48% 51% COMPANIES THAT USE A COMPANIES THAT USE A 39% The "cost of ownership" for free solutions (and even tools that you pay for) is often much PAID TESTING 31% FREE TESTING SOLUTION SOLUTION higher than initially expected. 2011 2010 2011 2010 SOURCES: WEBSITE TESTING & OPTIMIZATION BUYER'S GUIDE FOR THE ENTERPRISE, monetate CONVERSION RATE OPTIMIZATION REPORT 2011 BY E-CONSULTANCY Follow @Monetate on twitter

Website Testing: Move Beyond the Landing Page

shared by Monetate on Mar 06
Smart marketers understand the value of testing. In a relatively short period of time, website testing has evolved from changing the color of a "submit" button on one web page, to building intricate, ...



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