Usability Testing for Conversion Optimization

Ask any experienced affiliate marketer or advertiser, they are sure to tell you the most important aspect of launching paid marketing campaigns is testing, testing and more testing. The big issue here is most people don’t know where to start or what to test, so here are some tools to help you get started.

Attention Wizard

This service allows you to quickly and easily run eye pattern tests using their custom AI algorithm. To sum it up, their computer calculates how human users would view your page via heat maps. They offer a very limited capability free service and paid options run from $10 to $40 dollars a month depending on your volume.

I find this tool very handy for preliminary testing of mock-ups and new client site reviews. The free version is very valuable for anyone looking to improve results in their web marketing campaign.

Google Website Optimizer

One of the best tools for webmasters made available by Google is definitely the website optimizer. Using their back-end and snippets of javascript you can quickly create A/B split and multi-variate unit tests on any website. This tool is free and easy to use, best of all you can immediately see results from your tests. I’ll be writing a more detailed series on split testing soon, so stay tuned for that.

CrazyEgg

I’ve used the CrazyEgg suite fairly extensively in the past. They provide an easy to use overlay of user data for how they interact with your website. You get multiple views including heat maps and visual click target charts. Plans range from $9 to $99 a month and definitely worthy of the expense for anyone actively testing for conversion optimization.

ClickTale

Perhaps the most powerful tool available for webmasters performing unit tests and marketers running conversion optimization programs. ClickTale provides the highest level of detail to users including Heatmaps, Link Analytics, Form Analytics and Video Playback of how users interact with your landing page. They have a free account

Advice to get you started

Ready to go? Test three different hero images with the same headline and content and don’t stop once you find the winner. Experiment with different headlines and copy on those same images. Make sure that the hero image is clickable and be sure to include a benefit-oriented caption.

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