Test, Test, and Then Test Some More…
Why Test?
As a consultant, I have a unique ability to work with different businesses on a regular basis. I am constantly exposed to different goals, initiatives and strategies. However, all companies SHOULD have something in common – Testing components of their website regularly. Whether you are a marketer, merchandiser, IT staff or manager, you have a need to test components of the site to improve overall performance. In all my experience, I have yet to come across the ‘perfect’ website that was without flaw. For this reason, I believe every website should be under constant evaluation and testing. This post is intended to encourage thought about testing and how it fits into your organization.
What to Test?
Test everything! Yes, that’s correct, test everything! Your goal should be to question the validity of ‘status quo’ when in the position to improve performance on a site. Ask questions like:
- Would featuring product on the homepage increase shopping cart adds?
- Would moving the call to action button above the fold improve checkouts?
- Would featuring dog beds instead of leashes improve average order size?
- Would a larger call to action button perform better?
- Would less text decrease time on page and increase conversion?
- Do more images lead to conversion or does video?
- If we have 2 call to action buttons – one on the top of the page, and one on the bottom, what would happen to checkouts?
- If we include a shopping cart widget that is visible on every page of the site, would conversion improve?
- Do product reviews lead to increase in conversion?
- Does the position of product reviews affect conversion?
All of these questions are: 1) Specific 2) Measurable 3) Actionable. If the test is not specific, it lacks the ability to implement. If the test is not measurable, then why test it? If you can’t change something on the site permanently, then you shouldn’t test it. All tests should fall within these parameters. Naturally, testing different elements of a website are also constrained by technical limitations and the feasibility of testing. There are many tools that exist to help with most technical limitations, but some test ideas are out of reach.
What should I do to start testing? The 3 B’s
#1 – Buy In
Without a managerial sponsor, you will get nowhere. Having a ‘C’ Level member of the company believe in testing is optimal but VP or Director approval will likely get you on the path to testing.
#2 – Budget
Testing will require investment into tools and people. You will need a budget for the tools and the time for people to test. People make the difference and investment should be more in the people than the tool they use.
#3 – Break the Ice
Once you have Buy-In and Budget, break the ice by running a very simple test on the site. The test should run for a week at a minimum, but no more than a month. The goal of the first test is more proof of concept that the tool you have invested in works properly and the results are easy to comprehend.
What Next?
Develop a long list of ideas and implement. Discussions to what types of tests can be run will be discussed in a later post. So, what are you waiting for??? Get out there and get Buy In so you can get started!!!
