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Always Be Testing > Chapter 9 - Establishing Testing Goals & Parameters

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message 1: by Diamond Website Conversion (last edited Oct 24, 2010 01:31AM) (new)

Diamond Website Conversion (diamondwebsiteconversion) | 78 comments Mod
Once you’ve set aside a portion of your budget for testing, how do you determine where to allocate those resources so that you get the greatest return on investment?

The authors provide a hierarchy pyramid to help you determine where your goals fall in order of potential impact.

You can approach the pyramid in several ways. You can start with needs at the bottom of the pyramid and work your way up, thereby making sure all basic functions operate correctly before moving on to issues of persuasion; you can approach problems in order of effort involved, starting with low effort changes and working toward more complex ones; or you can start with the top of the pyramid, since the persuasion items there will have the greatest impact on your conversion rates.

What are the pros and cons of each method, and which do you think would yield the greatest results for your business?

message 2: by Anne (new)

Anne | 51 comments Starting with functional: It seems funny that we often overlook the basic needs of a website and its visitors. This step is critical and should be short lived with more of a mechanical than a marketing fix.

Accessible:This is important especially in the dawning age of iPads and cousins. Certainly making your website accessible for all would-be visitors is a basic fundamental must. Again however, this is more of a functionality test rather than a marketing test.

Usable: This one gets me every time. This is where testing results will resolve any differing opinions with regard to size, color, placement, etc. The big downfall with these tests though can be that they change and should be tested often.

Intuitive: Reducing friction again can be a point of opinion. Optimizing though, according to test results will often yield better website conversion. These tests can be challenging as limiting it to one element at a time seems to take a long time, especially when you can clearly see where the hole in your optimization funnel exists.

Persuasive: This does seem to be where everything comes together; all teams involved need to come together as well. You can have a great product but if the branding is poor and the checkout process is disjointed the product will never leave the store. Again, this is a challenging testing level as certain types of products will appeal to certain segments of your audience and thus the language may need to be tailored accordingly.

As the book says the pyramid is a great way to clearly define your testing goals from capturing the low hanging fruit to working up a new marketing strategy.

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