Re: Focus on Traffic or Conversion or both?
You've probably heard the quote "Successful people are willing to do the things unsuccessful people are unwilling to do."
It appears that this is the case with online A/B split and multivariate testing. Notice the following quote from JupiterResearch (Copyright 2007, Business Wire)...
Outlined in a new report published by JupiterResearch "Multivariate Testing Agenda: Overcoming Challenges and Building Strategies for Success," only 31 percent of website decision makers have deployed multivariate or A/B testing programs. Among this group, however, 79 percent have increased registrations per visit, 74 percent have improved customers' satisfaction, and 68 percent have increased conversion rates.
Notice this quote from President of JupiterResearch, David Schatsky:
"Any company concerned about maximizing the return on its online marketing and site operations spending should look at incorporating testing as standard operating procedure."
Testing is one important way we can differentiate ourselves from, and outperform, competitors who don't.
Marty Foley
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