An infographic released by Monetate details the website testing businesses should undergo to ensure that prospects can seamlessly navigate through the conversion funnel. Sixty-six percent of respondents test multiple pages on their site, as any 404 pages, slow load times or other issues could dissuade prospects from completing conversions.
Monetate worked with leading online vendors and found that most regularly test throughout their conversion funnel. Despite this frequent testing, just 13 percent of companies believe that they test their websites well. This data follows the company’s earlier report that those who are happy with their site results test 40 percent more often than those marketers who aren’t satisfied with their sites’ performance.
In terms of which element of a website to focus on, 72 percent of companies said that organizations should regularly test their calls to action. Aside from tests to ensure they work, businesses should also ensure that they are having their desired effect. Test the CTAs that appear on different pages and try to pair the CTA and content effectively.
Seventy-one percent regularly analyze the layout of their web pages to create an experience most conducive to directing prospects through a conversion funnel.
Content marketing is also a frequently tested website component. Businesses using it should analyze the effectiveness of their content to measure keyword efficacy and audience targeting.
Brafton recently reported that creating content most likely to appeal to target markets is a critical concern for businesses. As more companies adopt content campaigns, frequent assessment of prospect web behavior can help organizations guide their editorial briefs, which outlines content creation and style.