The 21st century marketer needs an extensive toolkit. As well as the ‘standard’ skills of creativity, organisation and management, these days they also need to be web literate, social media savvy and equipped with basic data science skills.
Amongst all of these areas of technology competence one that is growing in importance, but is perhaps still misunderstood, is website testing.
Testing is the new intuition in site development and optimisation. Rather than relying on hunches, the modern web marketer will test potential changes to their site before deploying them thus, we are led to believe, ensuring their efficacy.
However, if all changes are now tested, how come we don’t all have perfect sites? If testing only tells us the truth, how come we still sometimes go down dead ends?
The answer lies not necessarily in the tests, but in the ways that they’re applied. We’ve seen thousands of testing processes run across a huge variety of sites and what’s struck us is that the issues that led to unsuccessful tests were common across industries.
It’s not all about looks in the world of e-commerce, usability is just as important for converting site visits into sales.
There are some exceptions – notably Ling’s Cars – but in general websites need to be easy to navigate with a simple checkout process to prevent users from abandoning a potential purchase.