Testing is a crucial part of creating high-performing websites that delight customers. However, due to everyday challenges, many businesses need help effectively testing their websites. With proper testing, you can maximizeize the customer experience and boost conversions.
Let’s explore some of the critical website testing challenges small businesses face and how to tackle them:
Identifying What to Test
With so many elements on a website, figuring out what to test first can get overwhelming. Prioritizing factors that directly impact your business goals is the key. Focus first on testing your value proposition, headlines, calls-to-action, and lead capture forms as they directly affect conversions. Your website navigation, content messaging, page speed, and mobile responsiveness should come next as they impact user experience.
Lack of Testing Expertise
Many small businesses may need in-house expertise to plan and conduct advanced website tests. Their marketing teams may need to gain analytics skills or knowledge of best practices. Partnering with a digital marketing agency well-versed in conversion optimization and testing is the best solution. Their expertise and tools can fill your team’s testing proficiency gaps.
Achieving Statistical Significance
Your tests need sufficient sample sizes and statistical significance to gain reliable insights. However, many businesses need help with small site traffic and getting enough data to make test results statistically significant. This can be overcome by patiently running tests longer or using tools like Google Optimize that aggregate data across tests to achieve significance faster.
Identifying the Right Testing Tool
With the plethora of website testing tools and software available, identifying the right one for your business can get confusing. Outline your critical requirements around features, analytics, ease of use, app integrations, and budget. Services like Google Optimize and VWO offer robust features and integration with Google Analytics at affordable pricing for small businesses.
Setting Up and Running Tests
Technically, setting up and executing website tests can pose challenges for non-technical teams unfamiliar with implementation syntax and coding requirements. Seek help from web developers or agencies well-versed in implementing tests using Google Tag Manager, Optimize, and other tools to correctly deploy tests on your website.
Analyzing and Interpreting Test Results
Once tests are complete, making sense of all the data and analysis to uncover meaningful insights can be tricky. Taking time to analyze results beyond just statistical winners and interpreting insights within the context of your goals, customer research, and other factors is critical—partnering with experts who can derive actionable optimization recommendations from test results.
Identifying the Right Testing Cadence
Finding the ideal place for planning and running conversion tests can be difficult. Running too many tests simultaneously can get chaotic, while sporadic testing means lost opportunities. Build a structured testing roadmap and cadence based on team bandwidth, Statistical significance requirements, tool limitations, and optimization priorities. Consistent testing uncovers impactful insights.
Execution of Test Ideas
Having great ideas for tests is one thing, but executing them consistently amidst all your other marketing activities is another challenge. Build a structured process for test implementation, with owner accountability and timelines. Ensure tests are tracked from ideation to readout. Allocate dedicated time for testing each week to maintain momentum.
Measurement of Test ROI
Calculating return on investment from testing and demonstrating hard business impact to stakeholders is vital for continued buy-in. But, tracking testing ROI can be difficult. Set up processes to monitor testing influence on KPIs like conversions, revenue, and acquisition costs. Regularly share summaries on optimization insights, wins, and ROI with internal teams and leaders.
By being aware of these common testing challenges, small businesses can proactively address them through an intelligent website testing strategy and seek expert help. The data-driven insights uncovered through structured testing and conversion optimization drive tremendous customer experience, traffic, leads, and sales increases. Partnering with conversion optimization specialists like Matebiz removes all the heavy lifting in planning, executing, and analyzing tests. Their passion for testing and analytics helps small businesses optimize and improve website performance continuously. Overcome your website testing challenges and unleash incredible growth potential with an expert testing partner.