Always be Testing!

Doing A/B or Multivariate testing to optimize your site used to require some in-house programming expertise or expensive 3rd party software. Thankfully, Google has provided us with a free alternative, Google Website Optimizer. While it may not offer every feature some of the other solutions provide, it is quite an elegant solution and getting better regularly.

Since Google Website Optimizer is free, there is no excuse for not testing regularly. Rather than spending money on more expensive testing tools, focus those resources on creating better copy and imagery. So there are no more excuses for not testing regularly. Remember what Claude Hopkins wisely said in 1923,

“Almost any question can be answered cheaply, quickly and finally, by a test campaign. And that’s the way to answer them—not by arguments around a table. Go to the court of last resort—buyers of your products.”

Now take action

1. Do not be afraid to test.
2. Sign up for and set up Google Optimizer
3. Write down the 5 things that concern you most about your site and then test them.

Enjoy!

Stay tuned for my next article, tip 9, "Improve the form of your web forms."