Test and test your website.
I’ve written plenty of blogs on the importance of continually testing and optimising your website.
You throw plenty of money at the web design and your SEO, though statistically, only a $1 per $80 you spent on getting people to the homepage.
Why?
Too hard, don’t know to do it, can’t be bothered.
Who knows what you are missing out on; quite literally, who knows?
It does take a bit of work to get website testing (known as A/B or multi-variant testing going, both in terms of setting up the technology as well as the test themselves), though the results and the data can pay itself off immediately.
The old concept of “we know that 50% of our marketing works, we just don’t know which 50%” is not acceptable online and you really do need to make the effort. If your competitors are being lazy about their testing, it could be just the difference you need to outperform them.
The video below is really good.
It is a bit slow to get going, though the initial example of testing done on Obama’s election website illustrates just how simple – and effective – testing can be.
In the instance of Obama, the difference would have led to an improved signup rate of tens and tens of thousands of people. That’s a big difference for a small investment in testing technology.
C’mon. Get testing and accelerate the performance of your website.
