I have always said, “a website is an online sales and marketing tool!” The following excerpt highlights this fact. It is important to get targeted visitors to your site, those that want your products and services. That will create higher conversions rates and more leads for your business and sales for you bottom-line. Demand more from your website. Make sure your website is not costing you money but making you money $$$$. You need to apply online marketing tactics to your website in order for you to succeed.
by Scott Miller, CEO, Vertster
http://www.wilsonweb.com/conversion/miller-design-sell.htm
Bringing testing into the web design process presents some interesting challenges. Traditionally, website designs are selected using the "beauty is best" approach, with the one that your team decides "looks the best" winning out. Unfortunately this system is flawed. In the thousands of conversion projects I have overseen, at least half the time the "most beautiful" page did not turn out to be best for the business.
The saying, "Beauty is in the eye of the beholder," should be modified to, "Beauty is in the eye of the customer." A winning design should consider sales, not beauty. The customer's response, not the CEO's preference should prevail. The customers view may be revealed only through testing.The problem is that creativity engenders a strong emotional attachment, kind of like a proud parent has for a new baby. It's no use saying, "Your baby is ugly," since these emotions arise independent of how good or bad the design might be.
When initially confronted with the idea of "testing" as part of the process, website designers often grow uneasy. The best way to circumvent their concerns is to be crystal clear: the goal is to produce multiple designs. Then each will be evaluated on the basis of whether it produces the most sales. This way everyone wins. Designers get to be "extra" creative and the business ends up with an awesome design that doesn't just look great, it sells great, too.
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