Who knows what works?

Analysing your website visitors is one of the great exercises in marketing today. It genuinely excites me to follow who they are, where they came from and what they do on my website. I never had this level of insight into the customer with any traditional marketing technique. But there’s another fascinating exercise which online marketing has given us, and that’s the ability to test everything easily. We’re all daft if we don’t find the time to do it, if only because it was so much more difficult to do in the past (testing direct mail pieces, for example).
In Experiment or Die. Five Reasons And Awesome Testing Ideas on the always compelling Occam’s Razor blog, there’s a whole list of things you can test on your website to see what works best. The article is written in fairly excitable US English, but there are a lot of ideas to take away for even conservative UK industrial websites. Be bold! You only have to expose a small number of visitors to your riskier ideas.

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