Using Split Testing to Validate Website Feedback

Website feedback is only part of the equation. Once you have valid recommendations to optimize your website (using a website evaluation service like Concept Feedback, of course), it's time for implementation and testing. Implementation is simply the process of organizing and prioritizing feedback with your team or client, and doing the work to put the changes in place. However, once the new website, redesign, or landing page is ready, how do you make sure you made the right changes - changes that will increase conversions and drive more revenue?

That's where testing comes in. Split testing, in particular, allows you to split your website traffic between multiple variations of a web page, and select the best performing version. There is A/B testing, which is simply a test between two variations (e.g. red sign up button vs. green sign up button), and multivariate testing, testing multiple variations of a page (e.g. headline and button combination).

While free tools, like Google Website Optimizer, provide a suitable starting point for split testing, new tools are entering the market which make testing even easier and more effective. Visual Website Optimizer (VWO) offers a number unique advantages over traditional testing tools (especially for non-IT/developer users):


Visual Website Optimizer - world's easiest A/B and multivariate testing software

1. The ability to create multiple variations of a web page using a point-and-click designer
2. A WYSIWIG editor allows you to test headlines, images and more
3. Specify more than one conversion goal (e.g. a sign up and a sale)
   
4. Realtime conversion charts with easy-to-read reports
5. Heatmap and clickmap visualization of the test results
6. Integration with Google Analytics

VWO is a great option for small/medium businesses and marketers on a budget who require a user-friendly tool for testing website changes. Testing is a critical component of website optimization and something everyone should at least be trying. So get some website feedback, make the changes, and start testing!

If you know of other split testing tools or methods, please let us know in the comments!