As a business owner you already know the importance of having a website in today’s business world. To capture the essence of your brand and vision, the content on your website is cornerstone in your marketing efforts.
While initial efforts are focused on driving as much traffic as possible, later on the volume of visitors should not be the primary target. It’s much more efficient to think of how many visitors successfully convert into leads.
Often, the defining aspect that transforms website visitors into customers lies in having good content and optimizing it. With so much content being created all the time, content optimization is a crucial tool in making your website stand out from all the competition.
Usability testing is like taking your website through a marketing test. You get visitors who are a representation of your target audience to interact with your website. You analyse their navigation patterns and how they use your website and assess how you can improve the experience for future users.
Usability testing helps you find the successful design formula for the website by testing the customers’:
- Understanding of your site and its functionalities
- Reactions to issues or bugs that may arise
- User experience
The results of the testing will allow you to validate the website design, find any technical errors and enhance the user experience.
If usability testing looks at user behaviour and how they interact with your website, A/B testing allows you to dissect what works and what doesn’t.
In this approach, you create two versions (A and B) of one of your webpages and then test them out against each other. With this technique you can change features of your webpage one by one to validate which one should be part of your final design.
How do you conduct an A/B test?
- Design Version A of your webpage
- Modify it to create Version B, tweaking either a single feature or do a total remodel
- Show half of your website visitors Version A and the other half Version B
- Measure engagement for both versions with analytics to identify which was more successful in lead generation and conversion
Optimizing your website is an on-going process. Implementing and testing new changes to user experience should be done on a regular basis. A/B testing is a great method to help you stay on top of that without affecting your leads.