Are you conscious of the huge amount of information around us? Can you handle it? Are you able to be selective and gather only relevant data for yourself or your business? On the internet, generating content and sharing it is a phenomenon that never stops. Every day, marketers are exposing themselves in front of the audience through the information they share: whitepapers, e-books, blog articles or any other type of content. But how can they get the audience attention in this infinite land of content? The answer is simple: before anything is published in order to be shared, an e-marketer can test his hypotheses so he can avoid the uncertainty.
Talking about uncertainty, it is the keyword of one’s man lifetime. We don’t know nothing for sure, but for best results we should do. So, how can we know that one particular decision is the right one to take? Well, we have the huge opportunity to test our ideas.
Though, people do not always test. E-marketers, as well, often forget how important is to test a hypothesis before starting a campaign. That’s why, afterward, they realize that their expectations were different from the customers’ expectations. That means losing important resources on the way: potential customers, money, time and nerves.
Now, what alternatives do you have? You can test on your website, landing pages, cart pages different elements that are relevant for the business. Depending on your goals, you can use the following tests to improve your results:
Usability Testing: a method that allows you to test how easy is your website or application to use. Usability tests developers create a scenario where they include a list of tasks that a user is expected to complete when landing on a website. Observing testers’ interaction with your website will give you insights about how easy will your future visitors find what they are looking for on your “territory”. Usability testing is actually a type of web testing, that includes other methods like functionality, security, interface, compatibility and performance testing.
User Testing and Behavioral Targeting is about your customers. In order to offer relevant information to the audience, you should first establish who you are talking to: what’s your target market? Have you done your segmentation? Gather data from surveys and find out what are the user’s reasons to act like they do when they are on your website: their intention may just be to get informed or they actually may want to buy something from you. You will never know if you don’t ask them.
A/B Testing and Multivariate Testing are two different types of Split Testing. These tests can be implemented when you want to find out more specific information about your users. Changing elements on a website like images, headlines, colors, fonts and so on may improve your metric results. Again, use the power of testing: don’t just make presuppositions, but test your creative ideas. Both tests will randomly send the final versions to your traffic and you will see which version brings the best results. After that, you implement the winner version and get the conversion rate that you dreamt about.
No matter what are you offering to your audience, test it before. You will avoid being caught unprepared by your potential customers, on one hand, and by your competitors, on the other hand. Testing will help you to avoid uncertainty and to improve your results. So, don’t forget to run your test today.