<< by on June 12th, 2013
Chris Goward, Co-founder & CEO of WiderFunnel is our Testing Sensei today. Conversion optimization has jumped to the top of the priority list for marketing professionals. But with more people putting effort into CRO, they are getting less out of it. Why? They’re not doing it right.
“Almost everything that distinguishes the modern world from earlier centuries is attributed to science.”
- Bertrand Russell
There are ways to test that get better results. Do this by using these 3 principles:
1. Never Redesign Again
A typical redesign takes 18 months and is only done every 5 years. With that time table there are significant gaps in improvement and usually the new site isn’t tested until it’s launched. At that point you’re just crossing your fingers and hope it works.
Instead you should utilize Evolutionary Site Redesign. This is a continued website improvement strategy. Test every element on the site until it has morphed into a new, improved site.
So where do you start testing without using the spaghetti, black turtleneck, or HPPO methods?
Evaluate your page using the LIFT Model. A solid landing page will have a strong value proposition, increase clarity and relevance, decrease anxiety and distraction and boost with urgency. Any weak elements you identify will be great testing opportunities.
Aim for Insights
Test to learn insights that can be applied across an organization, beyond just the landing page. Plan insights into your tests. One of the most important insight to test is your value proposition. There is an overlap of your prospects’ desires, competitors’ features and your features. You don’t want to focus on these, instead focus on the overlap of your products’ features and your prospects’ desires.
It’s possible to get results every month, even every week. Agile testing tools can help you make incremental improvements, but you can’t throw anything into a multivariate test and get results. There are 2 factors that impact your success: speed to market and your lift. It is important to have a structured strategy for testing. You can start by doing a LIFT analysis, then run an isolation or cluster of tests. Then do it again.
You can all be marketing ninjas by running more tests and avoiding “best practices”.