Test Everything All the Time

Posted on in Marketing

1395652_78156117In 2013, Internet users expect a seamless browsing experience from the websites they visit. As a business owner, it is your responsibility to ensure that your website is providing a positive user experience to everyone who visits it. In order to ensure optimal performance, you need to be testing every aspect of your website all the time. When you detect problems, be sure to resolve them quickly. If your website is not providing visitors with a positive experience, you are losing business. In order to optimize your conversion rate, be sure to constantly monitor your website to detect problems and resolve them as soon as possible.

A recent study by the Aberdeen Group, indicates that page load time impacts page views, customer satisfaction and conversion rates. In fact, just a 1 second delay in load time will result in an 11 percent decrease in page views, a 16 percent decrease in customer satisfaction and a 7 percent loss in conversions. Add to these statistics the fact that according to KISSMetrics, 47 percent of consumers expect a page to load in 2 seconds or less and you can see how important the performance of your website is to your success as a business owner.

Monitoring the performance of your website is critical to detecting slow load times and evaluating how it impacts your conversion rate. You can work with your web designer to set up a monitoring and testing system that will allow you to track your website’s performance and develop a longterm strategy for conversion rate optimization. Without testing, you will not know what problems exist on your website. You may be surprised at how much business you are losing simply because your navigation is poor or your pages load too slowly.

Regular testing will ensure that every aspect of your website performs optimally to create a positive browsing experience for prospects and existing customers. While you may feel that you are too busy to consistently test your website, you really cannot afford to ignore the importance of testing. You need to be able to detect performance issues before visitors to your site detect them. If visitors discover them first, you’re losing business. Instead of ignoring testing altogether, you can work with your web designer to ensure that your website is tested on a regular basis. It will take some time out of your busy schedule, but it is a critical step towards improving your website’s conversion rate.

Leave a Reply

What our clients are saying

I want to thank you for your help with our website development project. Your programming skills, attention to detail, and ability to interact directly with our client were excellent. You have provided tremendous value to my organization. With a project of this magnitude, including the use of web services to push data out to 19 sub-websites, your ability to overcome our unique challenges and coordinate with my IT team was exceptional. I appreciate your help, and I am certain that your expertise was key to the project's success. Thanks again, I look forward to working with you on our next endeavor!

~ John Forgione – Executive Vice President – SFA Marketing, Inc.

Read More