Website testing can be one of the most fruitful website optimization tactics in your arsenal. But, it can also be a huge waste of time. Below are 4 pitfalls I’ve found myself in at one time or another.
1. Testing “Everything”
A common axiom in website optimization is to “test everything.” The problem with this advice is it ignores the reality we all find ourselves in, that we have limited time and resources. If you have the choice to test between testing your checkout process or a different coloured add-to-cart button, which do you think will legitimately provide long term value to your visitors?
Quite frankly, not everything is worth testing. Yes, you might inch out a slight improvement to your add-to-cart rate with a flashy new button, but how will that translate to profit and lifetime customer value? My advice is to skip the gimmicks and test stuff that matters.