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Companies whose conversion rates have improved carry out 50% more tests on their websites than companies whose conversion didn’t improve. However, 7% are testing nothing at all. 

This difference is even more apparent when looking at sales. Companies with a large increase in sales carried out over two times as many tests as the average. 

Of the companies that carry out testing, 60% carry out one or two A/B multivariate tests a month and only 6% perform more than 10 tests a month.

These findings come from the fifth annual Conversion Rate Optimisation Report, carried out in partnership with RedEye, and based on a survey of almost 1,000 client-side and agency digital marketers.

Let’s take a look at what areas & elements our respondents are testing and what they find to be the most challenging stages.

Areas of testing

Just 71% of organisations test their websites. With 60% testing their email, and 59% testing landing pages.

What areas do you test? (company respondents) 

7% of companies surveyed don't test anything on their websites at all. This figure has remained the same since last year.

Elements of websites tested

Similar to last year, call to action buttons are the most tested feature for companies - 74%, with the page layout closely following - 70%, then the copy itself - 65%.

There’s also been a decline in the testing of checkout processes: client side respondents are 5% less likely to test, and agency respondents are 9% less likely.

Specifically for your website, what do you test? (company respondents) 

Ideas for testing

68% of companies get their ideas for testing from analytics, while 55% use articles, whitepapers or blogs. 55% use employee suggestions and 53% apply user research.

Where do you get your ideas for testing? (company respondents) 

Most challenging aspects of testing

27% of companies believe that setting up the test is the most challenging stage when testing their websites.

13% of companies believe that analyzing the results is the next most difficult stage, with 6% believing it’s running the tests.

Of the agencies surveyed, they believe that deciding what to test is the most difficult stage - 32%, with setting up the tests being the second most challenging - 26%.

When implementing testing on your / their website what stage do you / your clients find most challenging? 

To further delve into the aspects important to a successful testing strategy and discover the testing methods companies are using on their various desktop, mobile, tablet and app platforms, download our annual Conversion Rate Optimisation Report.

Christopher Ratcliff

Published 12 November, 2013 by Christopher Ratcliff

Christopher Ratcliff is the editor of Methods Unsound. He was the Deputy Editor of Econsultancy. You can follow him on Twitter or connect via Google+ and LinkedIn

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Comments (1)

Liam McDowell

Liam McDowell, Commercial Director at MagenTys

It's good to see an article highlighting the importance of testing. However, it only has a focus on some of the more basic areas of testing and usability.

As a UK testing company working with Thorntons, Missguided, Hailo, The Guardian and more, we see the biggest problems areas for testing are Regression Testing and Compatibility Testing. Most companies try to do this manually which is just not possible. With one of our clients, through the adoption of test automation for both of these areas, we have helped increase sales by c. £1m in less than a year.

It's no good conducting A/B testing, using analytics etc. if, when every time you make a change, you don't have a comprehensive regression pack that automatically finds issues across multiple devices and browsers.

almost 3 years ago

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