Deciding What to Test

July 28th, 2009

Topics: Site Optimization

When Webtrends approached us with the Open Campaign, we immediately knew Widemile Optimize would be a great tool for this project and quickly jumped on board to get them started. The first step was to work with Webtrends to indentify measurable goals that could be improved. Knowing that this test would span multiple pages and be integrated into WordPress meant that keeping it simple was the best way to go. We choose to optimize the number of subscribers who express interest in being contacted by Webtrends or a partner. This was a clear goal that was easily measured and had a few easy areas that we could test that would directly impact that goal.
Optimization area

We narrowed our focused on the “Contact Sales” button and subscription form field on the right column of most pages on the site. Typically we would choose more substantial items to test but with the limited time and the amount of collaborative work going into this project, keeping the scope of the test small was essential to success and so we decided this was the best way to go. In any case, the power of testing is that it can answer questions both big and small.
We narrowed down the test to 5 factors (items to test):
1. Button Color (see my first post)
2. Button Copy
3. Email Submit Header (the text and spacing around the submit field)
4. Submit Button Color and Treatment
5. Sidebar Area Background
Right now you are seeing one of the variations of those 5 factors on the right side of the page.
Here is the default (control) content that was given to us by Webtrends that we are testing against:

Optimization area
Keep watch for my next post, where I will go through the process of how and what we chose to test as the variations for the 5 factors above.

The Open Campaign