User Interface And Market Testing Is A Journey Not A Destination

The Importance of User & Market Testing

The number one difference between the website development world before and after the dot-bomb explosion, is the amount of time and resources dedicated to user testing.

Advertisers, on the other hand, are quite familiar with the idea of test marketing both products and product campaigns. As advertising legend David Ogilvie once said, limit your failures to test markets.

Internet marketing planners rarely meet a customer that has tested their site for usability, readability or branding effectiveness. Worse still, many web marketing specialists limit their testing to search engine optimization techniques.

Not at Targetem, where we have seen cases where a single adjective has doubled a page's conversion ratio. We believe every internet marketing plan should include a testing component. We believe that if it's worth doing, it's worth counting.

So excuse us for a moment as we give away one of our secrets here.

Once we have optimized a site for specific keywords, we will generally include a content area that can be swapped in and out in a way that gets little notice from the search engines, this allows us a way to test the marketing pitch to humans without jeopardizing search engine standings.

It's called extensibility -- the ability to make changes in the future -- and it's a guiding principle at Targetem.

For help with an internet marketing plan, start the process with a free web marketing consultation.