Web: Test Like an Online Olympian
2. Pick high impact areas that you can optimize via testing, such as the homepage, search results pages and paid search landing pages. These are some of the places that visitors hit first, and one of the first reasons they leave your site if the experience isn't optimal.
3. Once you decide where to focus your earliest efforts, test multiple options against each other. Don't just stop at one experience vs. another. Create experiences A, B, C and D. You'll gather more insights and quicker learnings to really understand what resonates with your visitors and what you can test during the next round of optimization.
Perhaps you've already begun testing these high impact areas, but haven't thought beyond each test and how those results will influence the next step in your visitors' journeys. Your next job is to curate a specific path or experience for each customer throughout your entire site, not just specific pages or areas. That means tailoring experiences to different visitor segments and acknowledging that a one-size-fits all online marketing approach does not work.
There are endless profile variables you can use to segment visitors and test targeted content. Have they purchased on your site before? How often? Do they buy things on sale or do they splurge?
For first-time buyers, test a first-time shopper discount. Or, if they tend to always shop your sales, you can provide some value-oriented messaging or showcase recently discounted items prominently.
For luxury buyers, upsell them after they've added products to their shopping cart by testing different product recommendations at similar or higher price points than what they have already selected.
What day and time of day are they visiting your website and where do they live, according to their IP addresses? Weekend visitors usually have more time to spend on your site and are more apt to view multiple pieces of content or shop vs. reading quick snippets of articles and browsing quickly for new shoes on their lunch break at work. Test tailored messaging tied to temporal variables such as these. The opportunities to personalize are virtually endless and you are always able to test more targeted content against default content to ensure the customized versions do indeed perform better.