Curated by: Luigi Canali De Rossi
 


Wednesday, April 7, 2004

Why Questioning, Testing And Measuring What Happens On Your Web Site Is So Critical To Online Success

"I will never be too clever to ever stop measuring how people use our Web site. I don't know what will work with our visitors the first time around. I couldn't have said that one headline would work better than another until I tested it. I couldn't have said that using great copy that instills a sense of urgency in the reader would work better than not instilling urgency in the reader until I tested it. I couldn't have told you whether adding article links to the first landing page would improve click-through until I measured it. I couldn't have said whether one graphic would work better than another until I measured it. I couldn't have told you that all these small changes together would improve our subscription rate to over 15% every month, until I measured it. In other words, by measuring how people use your Web site, you can continuously improve it and therefore improve the conversion rate, which eventually has a positive impact on your bank balance. In other words, what you don't know about your visitors' movement through your Web site would make a great book."

 

 


Reference: MarketingProfs.com [ Read more ]
 
 
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posted by Robin Good on Wednesday, April 7 2004, updated on Tuesday, May 5 2015

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