Cover Story: How Engaging Is Your Website Design?
The answer here was obvious, but the topic merits reinforcement if for no other reason than to reemphasize that content and offers should never be updated without testing.
"A lot of marketers are inclined to periodically refresh their promotional content, which is fine as long as you test new vs. old to ensure you're making things better, not worse," says Eric J. Hansen, founder and CEO of Boston-based SiteSpect, a provider of website testing solutions. "If your conversion rate remains high over time, then there's probably little reason to update your offers just for the sake of updating them. Whatever you do, make sure to properly track conversion rates to see how performance trends currently vs. last week, last month, last year, etc."
Changes in consumer trends and preferences, current events, competitive offers, and other factors all contribute to the fading efficacy of promotional content, Hansen notes. "Left on its own, the performance for most types of promotional content will eventually erode," he adds.
For testing, A/B and multivariate approaches are the most graspable, actionable ways to try new versions of promotional content and gauge how effective they are at persuading users to take action. While A/B testing pits two or more wholly different versions of offers against each other, multivariate testing allows you to test many combinations of small changes at the same time.
4. The best time to ask buyers to register during the shopping process is?
Answer: c) Just before completion of the order
Actually, requiring shoppers to register at all is one of Siegel's pet peeves, and especially when it's early on in the shopping process. If you must require shopper registration, she says, do so just before completion of the order when it's the least obtrusive and likely to cause shoppers to bail.