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
- 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.