No website ever came together easily. There are big questions to be considered. What should the background color be? Should you use black text or gray? Should your buttons say, "Add to Cart" or "Buy Now"?
Sure you can guess what might work best, but in the end it's just a guess. Even following general best practices may not work for your specific visitors. What works for one site, may not work as well for another. That's why I advocate a research based process. I'll set up tests so you can see what actually works on your site.
Here's now it works:
- First, we'll determine what you want to test. Red buttons vs. blue buttons? "Buy Now" vs. "Add to Cart"? An action photo of your product or a studio shot?
- Figure out how much traffic should see the test. 10%? 50%? 75%?
- I'll create the test. Part of your visitors will see the regular content, the others will see the test content.
- Observe the results. After sufficient traffic has used your site, I'll provide a report of how the content performed. Did purchases improve? Decline? Stay the same?
Using the results, we can make solid reliable decisions about how your site can improve. You'll never be stuck guessing "What if...?" You can make decisions based on actual performance metrics and not just gut feelings.
