The benefits of continuous improvement and optimization of web and mobile presences are a given. Optimization testing provides Marketers with concrete evidence that the changes implemented are either valid or yielding a negative conversion rate. Marketers are under extreme pressure to increase RPS (revenue per sale) and CR (conversion rate), while also decreasing cart abandonment and CPS (cost per sale). Thus optimization testing is leaned on very heavily.
It should go without saying that too much of anything (well almost anything…) does not lend good results. While many organizations strike a good balance between creative trailblazing and sticking with the tested, tried and true, others seem to use testing as a crutch. They simply over-test. From running test after test on button colors, below the fold copy, to even the hair color of people in images used on landing pages. It becomes clear that Marketers in these situations do not have a clear understanding of larger impacts that will move the needle. Instead they’ll opt for a .4% CR win.
What’s important to understand is that each element of your website or mobile app should be optimized, but there’s a point where it’s good enough and incremental changes simply won’t give you big boosts to CR or RPS – this is unfortunately, the Law of Diminishing Returns.
I encourage Marketers to optimize and realize the results of good testing, but do not allow testing to paralyze your creative strategy.
Rolanda Gregory ©2016
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