It is very surprising how many small businesses invest many thousands of pounds in developing a website and expect it to perform and generate profitable sales from day one. When the expected sales fail to materialise then everyone involved is disappointed and the website tends to get forgotten about.
Before I became involved in online marketing I have many years of experience in traditional direct mail and mail order catalogue marketing experience, so I already appreciate the power of testing and the key importance of testing aspects of a website and online marketing activity.
Years before the internet was invented direct marketers developed rigorous testing programs and many successful businesses developed and fortunes amassed as a result. It is no different with online marketing, except many businesses and marketers totally ignore it! I have seen it reported that only 1% of businesses do any testing with their website!
Simply put. When you start a testing program you will start to learn what works and what doesn’t. You keep what works and drop what doesn’t. Each improvement you make has a cumulative effect and so even small improvements all add up to significantly increase your business’s profitability.
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The beauty of testing with online marketing is the speed and cost. In direct mail it could take 3 to 5 months to get a result from a single test by the time all the design, product and subsequent sales are generated and analysed. But online this can be cut to a matter of days. Traditional direct mail tests would cost significant money, but online it is practically nothing.
As management theorist, Peter Druker reportedly said, “what gets measured gets improved”
Photo by Vlad Chețan
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