A report from Monetate found that frequently testing and analyzing a website’s performance and design can help businesses maximize sales from their websites. According to the company companies that are “happy” with their web conversions perform 40 percent more site tests than those that are “unhappy.”
Monetate found that businesses should regularly check their website’s navigation path and the ease with which prospects navigate through the conversion funnel. Each step should be intuitive, and it’s critical that pages load quickly and without error.
Seventy-two percent of retailers polled by Monetate said they regularly test their calls to action to ensure they perform well and are optimally positioned on content pages. Seventy-one percent reported that they assess their page design frequently to streamlineideal navigation paths as well as they can.
Content marketing campaigns are also frequently analyzed and adjusted to ensure effectiveness. According to Monetate, 63 percent of businesses said they test the written content on their websites to ensure it is targeted well and reaching the correct audience.
Page design is becoming increasingly important on two fronts. First, an attractive website will catch prospects’ eyes. Second, excessive ad content placed above the fold can negatively impact a website’s SERP standing, Brafton recently reported. Google has launched a new algorithm aimed at punishing websites that offer a poor user experience due to too many advertisements on the top portion of their website.