Website Omnipotence

Anthony Sicola - 04.14.2009 Follow me on Twitter

Imagine being omnipotent. What if you could know exactly what a customer, donor or supporter thought about your website? Do your customers find it easy to get the information they seek? Are visitors staying on your site long enough to convert them into supporters? Is the content you currently have on your site as effective as possible? To be able to answer these questions easily is just a fantasy, Right?

Well, a recently-released analytics tool from Google called Google Website Optimizer is making it easier for marketers, webmasters and IT folks to answer these difficult questions. Website Optimizer allows businesses to do simple-to-complex A/B testing and multivariate testing to study the effects of different combinations of content on their users. The application can test any element that exists as HTML code on any website which can include: calls to action, fonts, headlines, copy, images, and forms to name a few.

 

Sounds Great For Businesses, But What Does This Mean For Nonprofits?

A lot really. As a nonprofit, your marketing materials do the same thing for your organization that they do for a for-profit business…they drive people to your website where visitors can request more information about your cause, submit an online donation, become a participant in an event or register to volunteer.

 

How It Worked For the Leukemia & Lymphoma Society:

During their A/B testing, the Leukemia & Lymphoma Society thought they knew which pages on their Team In Training site would drive more visitors to click through and request more information. Through testing they found out that the original page layout was the most conducive to getting their website visitors converted to supporters.   In future tests, they kept the website format the same as the original and only varied the graphical elements, images and calls to action. Since Website Optimizer is a free service, they can continually test and optimize their homepage to attract new donors and participants.  See the video below for more on the Leukemia & Lymphoma Society's testing process.

 

 

 

As a nonprofit, can you see the benefit in A/B testing? Have you considered testing your websites for optimization? Are you already using Google’s Website Optimizer? Leave a comment, join the discussion and let us know your thoughts.

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