3 Tests To Run On Your Website Now

You’ve got a website, but do you really know what’s working on that site?

As a small business owner, you’re pulled in so many different directions and marketing is just one more thing on your list. Which is exactly why you need to pay attention to what’s working and what’s not so you can focus your efforts on the things that deliver results – leads and sales.

Today, I’m sharing three test you can run on your website to learn what’s really going on and how to put that information into action.

1. Heatmap Tracking

Before you start any testing, you want to get some good data on what is already happening on your website. Google Analytics provides insights into where your visitors find you on the web, yet what happens once they’re on your site is often a mystery.

That’s where heatmaps come in (click here to see a heatmap example from CrazyEgg).

Heatmaps provide you with a powerful visualization of how your website visitors use your site, including where your visitors are clicking and what they’re totally ignoring.

This insight is incredibly valuable, especially as you develop your website optimization strategy.

Instead of randomly selecting things to test, you can focus on specific improvement areas to make the most of the website traffic you’re generating.

Once you have implemented your optimization efforts, heatmaps will show you almost immediately how your visitors respond to any changes you make.

2. Menu

The menu navigation on your site is a great area to test as you optimize your website flow for visitors.

There are two simple, yet powerful, menu tests to consider that could have a significant impact on your website effectiveness.

Menu Test 1: Navigation Headings

As an example, let’s say the Duct Tape Marketing team wanted to improve clicks on Free eBooks so they decide to test a few other headers such as:

  • Free Resources
  • Freebies
  • Free Downloads

They could quickly see if another phrase would work better than ‘Free eBooks’.

Menu Test 2: Order

Another test you may want to run on your website navigation menu is the order you have each navigation item.


As an example, let’s say the Duct Tape Marketing team wanted improve ‘Free eBooks’ in another test. They could move ‘Free eBooks’ to the ‘Work With Us’ spot, testing if that would drive more visitors onto that page.

3. Call To Actions

Whenever you have a call to action – a button, image, graphic, landing page or plain text – you have the opportunity to test different variables as you optimize your website experience.

Two of the easiest variables to test include color and text.


Color can have a major impact on how well your calls to action work throughout your website. But the tricky thing with color is that no one color works best all the time.

What stands out is much more likely to be clicked, so try colors that contrast and stand out. If you’re not sure where to start with testing colors, try this free tool from Adobe that provides great color palettes to test.


What you say on your call to action can have a major impact on your conversion rate. Optimizely has a great article about the 2008 Obama campaign testing text on their call to action button.

The four buttons they tested were:

  • Join Us Now
  • Learn More
  • Sign Up Now
  • Sign Up

The best performing button was ‘Learn More’, beating the original by over 40% and resulting in an estimated 2.8 million extra subscribers.

Optimizing your website begins with good data into what’s currently happening. Once you have that data, you can focus on a few key areas to test. Sometimes it’s very small tweaks – a different color, phrase or even menu navigation order – that can have a major impact on how well your website works for your business. But you won’t know until you test.


MichelleEvans-150x150Michelle Evans is a Business and Marketing Strategist specializing in creating simple, effective marketing and business growth strategies that free up time, bring in clients and deliver results. Download your free Simple Marketing Metrics Guide for a fast and easy framework to help you discover what marketing will grow your business (and what won’t).

How to Convert Leads at the Bottom of your Sales Funnel


photo credit: Dollar Photo Club

Studies show that email marketing still converts, but many businesses are failing to convert prospects in their email sales funnel. These leads have already expressed an interest in your brand, so it’s not difficult to reach them.

Here’s an action plan to help you dive deeper and rise to the surface of your prospect’s inbox.

Problem #1

Your email is not personalized for the prospect.

The fix? Analyze the Conversion Path

Identify what motivated the client to join your email list in the first place and capitalize on that data.

Just as marketing strategies are built around buyer personas, it’s possible to segment your email list using persona data as well. Google Analytics can track new email subscribers, and tell you which landing pages are associated with new email subscribers. Already using Google Analytics? Log into your account, scroll down to the Goals section, and find out which landing pages are associated with email newsletter sign ups. Visit Analytics Help for more information on set-up and troubleshooting.

Action Plan

Use those landing page topics as the topic for your emails. While you can’t go back and get this information if conversion tracking was not set up, it’s never too late to start. Set it up, and use the information as a guide for the veteran subscribers. Once you’ve identified the most common topic that draws new subscribers in, focus on that topic to re-engage your email audience.

The next step? Create subject lines that are engaging and irresistible, centered on that very topic. Use tools like Keyword.io to expand on the subject, and offer readers engaging, helpful information that will encourage them to click through and take the next step toward becoming your client or customer.

Problem # 2

You’re sending emails at the wrong date and time.

The fix? Use the Data, Often.

Optimize emails for open rates, click throughs, and conversions.

Action Plan

Commit to sending emails only within those time frames that yield the most opens, click-throughs, and conversions. Every time a new email is sent, opens, clicks, and conversions should be analyzed. For example, does the beginning of the school year affect your open rate? Perhaps your prospects are getting an earlier start on their day, and your email timing will need an adjustment. Regular, consistent analysis can give your team the key takeaways needed for ongoing success.

Here’s a sample of email marketing tools that can help you manage this task:

  • MailChimp offers a “send time optimization” feature, so you can implement and test using your list as a source of information.
  • Customer.io gives a very granular report on the best days to send emails, and drills down into data such as the best day to send an educational email vs. an actionable email.
  • If you’re looking for some alternative suggestions to the status quo, Vertical Response offers some thoughtful suggestions.

Problem # 3

You’re not giving them the right CTA.

The fix? Use the data.

Look at the sales and customer service cycle of your best clients. Did they speak with a salesperson prior to making a purchase? Did they download a free white paper? Did they take advantage of a free trial, and interact with your sales team? Once you’ve outlined the path of your most valued clients, duplicate that path in the form of CTA’s for your email subscribers.

Action Plan

Give them the right step in the conversion path, something more than “visit our website”. Give them the ability to set up an appointment with your team right in the email. Check out Assistant.io or TimeTrade.

Unsure of the right CTA? Research your testimonials. Which part of your service or product is often the subject of your client’s delight? Work that item into a juicy “subscribers only” offer that involves something for free, at a discount, or give them access to an exclusive beta launch.

After reading through these three main problems and their corresponding action plans, do you see a common theme?

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photo credit: Dollar Photo Club

Data is your friend, and you don’t have to be a data thief or ninja to get it. There is a lot of talk about “big data” and “data analysis tools” in the content marketing space right now. Don’t get distracted by the hype, you probably have access to all of the data within your current toolset. Capture the attention of prospects that have drifted away from interacting with your brand by using the valuable data that is available, and experience true conversion optimization within your email campaign.


9.29 cMarkelle Harden serves as a content manager at Get A Copywriter and creates Resources for businesses that are chipping away at their content goals. Connect with her team on Twitter or LinkedIn.