March 20, 2009
What happens if you get traffic to your site, but visitors aren’t converting to buyers?
It may be time to consider whether your website has usability issues and do some testing. Usability testing is something that can be done and should be done on all websites, especially if you find that a large percentage of customers are leaving your site at the same stage of the buying process. It may be that they are all leaving from the homepage because they can not find what they are looking for or there may be leaving at a certain step in your shopping cart that is causing them concern or confusing them.
At the very least basic A/b testing should be done. A/b or split testing is testing changes in one variable against the control or starting variable. Multivariate testing or multi-variable testing is testing of more than one component of a website. Multivariate testing is recommended over a/b testing for testing a live, fully-functional website, but both types of usability testing can be useful and help eliminate detrimental usability issues.
Google Analytics is a free website statistics program that comes with Google Optimizer. Google Optimizer is an inexpensive way to tset your website. If you need help with your usability testing, we will be happy to do it for you.