SEO TIPS: Testing, Testing, A,B,C (Part Two)

Split testing is the key to success on the internet. But what happens when tests lie? Not all of the results you get can be trusted and it is possible to test too little and create false positive results or results that are too unclear to be of any value due to lack of sufficient data. The more you do, the better.

As stated above, testing cannot be overdone. It is the surest way to success, and we hammer that home time and time again because it is proved time and again. A process is only as good as the way in which it is carried out, so be careful how you progress. Poorly designed tests can give you information that is skewed or unreliable, so make sure you approach testing with the following parameters.

Time is a consideration you need to keep in mind. Avoid doing tests that take too long. This is especially true if you are trying to work around seasonal or holiday fluctuations. A few months is plenty to get reliable results. You can w

ork your tests in between holidays for non-seasonal products and to avoid results skewed by a sudden slump in the economy.

If you are using Google’s Website Optimizer, track carefully how your test is going. Don’t jump the gun. Google is very good, but Google isn’t always right. Like anything else they can provide some poor results at times. Make sure that you watch for trends over the weeks after you make a change so that you know you’re dealing with good data.

If you test and use the data to double your conversion rates, that is great. Then you quit testing. Not so great! You need to keep testing to stay ahead of the curve. What is to say you couldn’t triple your rates if you keep going?! Finish one test and move on the next – always be testing is the motto! You’ll never know what you can do if you are satisfied with one test and then give up.

These tips will help you get the most accurate data, and you won’t be in the uncomfortable position of wondering if you tests results are lying to you! As with anything else, continue to try new things that the data tells you should work. Don’t be satisfied with good enough – always strive for better!