The top 15 things to test on your website

- November 26, 2008

It’s been a long time since I’ve talked about testing (which I love and encourage you to embrace with open arms as I have). I like to use Google Website Optimizer whenever I have an experiment to run, but you can use any program, such as Omniture Test & Target. As long as you are testing, you are “in the game” (and, if you are not testing, why not?).

I found an article within the Google Website Optimizer help section that I’d love to expand upon, called “The Top Five Elements to Test“. This help section article lists 15 specific elements, but it does not cite any examples, which I feel help visualize each point, even though some of them are very obvious. So, I have beefed up this very good list of possibilities below. Enjoy, and, seriously consider testing as many of these 15 things as you can:

1. Title -Short versus Long
Short: High-Quality Product
Long: High-Quality Product that will last for generations to come!

2. Title – Question versus Statement
Question: It’s 10 PM – Do you know where your kids are?
Statement: It’s 10 PM – Your kids are in bed.

3. Title – Formal versus Informal
Formal: Good Evening, Sir / Madam.
Informal: Yo, what up, dogg?

4. Title – Emphasizing selling point A versus B
Selling Point A: 100% Recycled Material!
Selling Point B: 100% Money Back Guarantee!

5. Image – Big versus Small
Big Image: Takes up half the screen
Small Image: 100 x 100 square in the upper-right corner of the page

6. Image – Photo versus Illustration
Photo: A nice, vibrant stock photo, or photo taken by a professional
Illustration: A nice, vibrant drawing, sketch, or animation created by a professional

7. Image – Customer versus Product
Customer: Happy customers, smiling and laughing on a warm sunny day
Product: Close-up picture of your awesome product against a smooth background

8. Layout – Long sales letter versus multi-column layout
Long Letter: A very long page outlining every possible detail and customer testimonial about your product
Multi-Column: A table with visible rows and columns displaying tidbits of information and statistics about your product

9. Layout – 3 page pitch versus one dense page
3-Page Pitch: Three pages, including the landing page, with “Click for More” or “Continue” buttons at the bottom
One Dense Page: All of the information contained in the three-page pitch on one single page

10. Selling Proposition – Quality versus Convenience
Quality: Made with 100% Imported Leather!
Convenience: Never buy another pair of boots again!

11. Selling Proposition – Features versus Service
Features: 256GB of Disk-Space!
Service: 24/7 Customer Support!

12. Selling Proposition – Make Money versus Save Money
Make Money: Make $100 for every friend that you refer!
Save Money: Save $100 on your next trade-in!

13. Conversion Incentives – Free Shipping versus Money Back Guarantee
Free Shipping: We offer Free Shipping to every city in the United States!
Money Back Guarantee: We will refund 100% of your money if you are not satisfied.

14. Conversion Incentives – List All Incentives versus None
All: List every possible incentive imaginable on Landing Page
None: Simply promote the product price, image, and / or availability on Landing Page

15. Conversion Incentives – Telephone Order conversion versus online form
Telephone: Call us at 1-800-555-1234 and get started today!
Online: Fill out our simple online form and get started today!

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