Website design is a fine balance between form and function. A website needs to look good and provide ease-of-use at the same time. If it is difficult for users to find the information they’re looking for, then your poorly designed website might drive those customers away.
Website testing can evaluate how well a website functions and how easy it is for users to find the information they are looking for or complete a desired action, like making a purchase. Below, we’ll outline two main areas of website testing and describe how each kind of testing is vital to a site’s success:
Usability Testing
Have you ever worked for a long time on a piece of writing and then tried to proofread it? Sometimes, it is hard to see the glaring mistakes in your own work. Usability testing tries to alleviate this problem by having outside users cycle through a website and point out hidden flaws.
Site testers may be prompted to find vital information, such as a company’s customer service contact form or its hours and location. Meanwhile, the web design team will observe the tester’s actions and listen as the test user verbalizes their thought process and shares any frustrations along the way. Web designers can use the test information to make improvements to the site design.
Conversion Optimization
Conversion optimization means testing a website to more effectively drive visitors to “convert” or complete a desired action. Google.com’s main revenue source is search advertising, so their page design is built to encourage visitors to conduct a search.
What is your business website’s call-to-action? For e-commerce businesses, it may be the “Add to Cart” button. For other types of businesses, the desired action could be a download button, a phone call, or even a “Like” on Facebook. Conversion optimization testing involves running a split A/B/N test between two or more types of creative. You could test two web pages, one with a yellow “Add-to-Cart” button and one with a red button. Or you could test putting the telephone number on the left versus the right side of a home page. These kinds of tests can help your bottom line by optimizing the site design for increased engagement, lead generation, or sales.
Do you think your business could benefit from a website test or re-design? For questions about website design and testing, contact the experts at Anchor Wave in Tucson. Visit our website to learn more about all of our online marketing services or call us today at (520) 622-3731.
