There’s nothing wrong with testing, per se. There’s no doubt that it should be part of every content management system (CMS) – not building in the ability to optimize in your CMS seems retrograde. Testing, however, is not equal to conversation rate optimization (CRO).
By the time users get to your error page, you’re already struggling about goodwill.
It doesn’t matter whether visitors get there via some old page they bookmarked, a referral from another site to a page that no longer exists, or some internal issue on your site. What matters is that now, your site’s user is upset. If you think dealing with a neutral visitor with the attention of a lit match is difficult, just imagine how much harder it is to deal with that same user now that he or she’s annoyed.
The marketing world’s abuzz with talk of how apps are killing the e-mail channel. However, Craig Swerdloff, Senior Vice-President of E-mail at Experian Data Quality Solutions and CEO of LeadSpend, says this is overkill. E-mail is healthy and robust, is still used as the primary communications channel, and isn’t going away anytime soon.
Alfonso de la Nuez, UserZoom co-CEO, notes that user experience is about aligning what you’re building internally with what users generally need. With most users on multiple devices, this has gotten more complex. Just getting navigation and search right for a product can be cumbersome, especially with designers and developers thinking they know what they’re building.
A/B testing is one of the most important tools you have for conversion rate optimization, but it has its limits.
Split tests are fine for pages without major usability issues when the business model is clicking, and all you need are small conversion lifts. Otherwise, they can be a hindrance to success.
Some websites are so broken that tweaks really aren’t the best approach. Yes, you can split test your way into some minor gains, but if most of your users can’t GET to your product page, or at least not the right one, then boosting conversions on product pages by single-digit percentages isn’t going to make anyone very happy.
Lead generation is one of those things that a lot of marketers just feel does not have a lot of complexity. A person needs something, you put a form in front of him or her, and then you’re done for the day – simple.