Great suggestion about initiating user surveys and testing.

One issue I do have with testing is so many web sites have such minimal traffic levels that obtaining accurate results for testing can be difficult.

A 100% conversion rate. Only in dreams I am afraid

Pete

Thanks for your comment I do try to be concise and get to the point. I’m sure we are all overwhelmed by the amount of content we can consume. I know I most definitely am.

Pete

Nice blog post and it’s good to see you put analytics at the heart of the planning but for me you’ve missed a few important points:

1) Voice of customer – data analysis only tells you what is happening, it does not tell you why – get a customer survey up to find out what people like/dislike to support your campaign hypotheses

2) Testing – don’t second guess customers by coming up with landing pages you think are amazing – test variations and see which ones perform best. A little extra investment upfront can often pay financial dividends later on.

I know that success is relative to goals but for me you can’t ever get real success online without involving your customers and using A/B or MVT Testing – unless you’ve got 100% conversion, in which case you’ve solved the answers to life, the universe and everything:)

james