The Importance Of Testing

I’ve linked to this one before, but just got reminded of it again. An article on the importance of testing and analytics entitled “101 Easy Ways to use Google’s New Website Optimizer” Ignore the cartoons, this is really meaty content, and an excellent reminder of why concentrating on boosting traffic numbers can sometimes be a costly distraction.

How about spending some time upping our conversion rates, instead?

 “Usability tests – these can be carried out on pretty much anyone you can get your hands on. They are gold dust, literally*. not literally. If I could have just one testing tool, it would be usability testing. Web analytics tells you what visitors are doing, but usability testing tells you why. No other tool provides so many headslapping “I can’t believe I didn’t think of that” moments

  1. MarkVladirMarkVladir03-05-2007

    I couldn’t agree more. What’s the use of spending time and money driving traffic to a page that doesn’t convert visitors to buyers, readers, subscribers, or whatever your desired action happens to be?

    I design content management systems for a living and it always amazes me in our client training sessions how little I can predict what someone is going to do when they sit down and start trying to use it.

  2. Peter Da VanzoPeter Da Vanzo03-05-2007

    >>What’s the use of spending time and money driving traffic to a page that doesn’t convert visitors to buyers, readers, subscribers, or whatever your desired action happens to be?

    Right on.

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