Let Your Customers Decide: The Importance of Web Testing

Let Your Customers Decide: The Importance of Web Testing

Have you ever relied on your professional judgment (or the personal preferences of an executive or designer) to make decisions about website design or content? I know I have.

I attended a really cool webinar about web testing. I learned something very powerful:

You will NEVER know what will spur your customers to take action–unless you test.

What may seem intuitive to a marketer, might not be intuitive to your customers. Here are some of the variables that were reviewed:

  • Simplicity vs. complexity
  • More text vs. less text
  • Color choices
  • Headlines
  • Images
  • Moving “stuff” around
  • Button text and colors
  • One page forms vs. multi-page forms

When we were shown two versions of a page and were asked to guess which was more successful, I usually felt that I knew the answer, without any doubt whatsoever. The result? I was wrong–not every time, but enough to make a significant impression on me.

Check out the gallery of winners from the webinar to see for yourself. For each test, go straight to “Click for Case Study” to see what I saw.

If you’re looking for a great book on this subject, read my favorite: Steve Krug’s Don’t Make Me Think: A Common Sense Approach to Web Usability. His site is fascinating.

Here’s another interesting post that could apply to color choice testing: The Emotional Use of Colors on Your Website.