If you are the type of entrepreneur who also oversees the company’s website, bear in mind that your job does not end upon launching your spanking new corporate website.
You should be able monitor and measure the success rate of every webpage according to your set goals through analytics. More importantly, once you reach that level of success (or failure) you must be able to execute changes or improvements in your website that will add to the numbers and achieve your site objective.
How do I do it when my site is already live? – You may ask. The answer is A/B Testing.
“A/B Testing is a simple way to test changes to your page against the current design and determine which ones produce positive results,” writes Optimizely on its site, which specializes in A/B Testing for websites.
In the real world, entrepreneurs should realize that what he thinks is different from what he knows—and use statistics to validate his theories. Out there, a slight change in design or wordings in your website can translate to big numbers in sales or sign ups or whatever your ultimate goal is.
“By measuring the impact that changes have on your metrics such as sign-ups, downloads, purchases, or whatever else your goals may be, you can ensure that every change produces positive results. Quantitative data speaks for itself.”
An A/B test involves two versions of a web page—an A version (the control) and a B version (the variation)—with live traffic and measuring the effect each version has on your conversion rate.
Michael Aagard, a Senior Conversion Optimization Consultant at ContentVerve, shares his experience in how changing one word in the call-to-action reduced conversion on a payment page by 26.55%.
It involves changing “Your” to “My” in “Create My Account” button in the website. It turns out; 'Create Your Account' button nets 24.91% less payments than 'Create My Account' call-to-action button.
“Needless to say I was humbled and taken aback by the result of the test—my hypothesis was totally off, and what I thought would increase conversion had the exact opposite effect,” says Aagard.
The Certified Digital Marketer (CDM) Program recommends intensive testing for the following elements in your website:
• Browser compatibility across different clients and versions
• Loading time
• Code validation
• Broken links
• Process/flow compliance (e.g. paying, registering)
If you’d like to learn more about website processes and best practices, join What Works in Websites of the Certified Digital Marketer (CDM) Program.
Log on to imadigitalmarketer.com or call 927-0096, 0928-506-5382 for more details.