Here is an excerpt from my latest piece for Forbes.com, this one on the value of website testing.
When you change the layout of a homepage or the design of your “Buy Now!” button, how do you know if sales will go up or down?
Small changes can make a surprisingly big difference. At A Place for Mom, a directory of nursing homes and assisted living facilities, simply changing the color of the text on an inquiry page resulted in a 6% improvement in the number of people who submitted the form.
Some Web owners might have been surprised at the improvement. Not senior product manager Ben Villa. That’s because before making the switch on his entire site, he tested it on a selected fraction of the visitors. By being systematic about this sort of testing, Villa says the website has been able to boost conversions by about 40% overall. (read the rest at Forbes.com)