Website optimization and testing of new wine in old bottles

Online testing is in the ascendant. At the most recent meeting, I asked the audience how many people were working on an online test, with only 5-10% users lifting their hands. Compared with a year ago, the number of people agreeing has increased by more than twice times. Then I asked how many people were planning to test in the next 12 months, and almost everyone raised their hands.

Online testing is in the ascendant. At the most recent meeting, I asked the audience how many people were working on an online test, with only 5-10% users lifting their hands. Compared with a year ago, the number of people agreeing has increased by more than twice times. Then I asked how many people were planning to test in the next 12 months, and almost everyone raised their hands.

Online testing is of great importance. It is dedicated to improving the performance of the site in an evaluative way. This approach helps to increase revenue or profit, and also helps to balance the budget management of the site team.

When more people are interested in testing, it is a new way of marketing. However, testing is not something new. Direct marketers have been off-line testing for years.

Imagine someone engaged in a direct mail business, testing 15 different versions of envelopes, designed to improve your chances of developing emails. Marketers try different paper, test the development of different envelope patterns, or add a real stamp to the envelope, making people feel that it's not being poked by the instrument.

The Distributor tests the contents of different versions and copies the lengths of different versions. 10% discount or free shopping? What kind of service will bring the biggest revenue return? Marketers have been testing for years to maximize the rate of advertising conversions.

Below, we look at a definition of direct marketing, I found several definitions, but Wikipedia's definition is the best:--Direct marketing is a branch and type. Compared with other types of marketing, it has two distinct characteristics. First, it sends information directly to the user without the need for media intervention. This includes business exchanges with consumers or businesses, such as direct mail, e-mail, and so on. Second, it focuses on special call actions. This direct marketing focuses on tracked and measurable positive responses from the user.

Allow me to further refine this definition into two main elements:

Send information directly to consumers

Online, more businesses are adapting information or Web sites based on user profiles, previous activities, or other known circumstances. When many websites status quo, some websites begin to actively communicate with the website visitors. Think about your customized experience on Amazon, or the calls you see on other sites to take action.

Take action for a specific response

What do we want users to do on the site? In theory, there are many things that define success for any particular site. When we categorize users, the things we want users to do on the site become narrower. Your site may be more successful if you lower your choice based on the access user. When a user logs on to the home page, imagine a bank site. If you know the user has logged on to the site before, it should not contribute 50% of the homepage to attract users to the online bank. This is not available and will not be responsive. Instead, the user may already have an account, and the bank Web site may prompt the user for an extended service or useful information. Online banking advertising is not suitable for users who are not customers, extended services may not work for users who are not customers. Because this information is not directed, it cannot succeed. More importantly, the bank website has lost the opportunity to subdivide each user. Back to the definition of direct marketing, the online bank did not give the user the appropriate response action, so did not turn the user into a customer.

A few years ago, the company I worked for was Wunderman acquired. Wunderman was founded by Lester Wunderman, who was considered the father of direct marketing. Therefore, do not think that we have innovated new things. But to learn what others have done. When you promote direct marketing in the enterprise, to explain the practice of direct marketing for many years, we just use direct marketing for the network.