One word can change impact of web design

26th February 2010

The importance of the minutest details in a website design has been shown by the example of an email marketing company.

Anne Holland reports that MailChimp managed to improve sign-up to its online seminars simply by changing around one tab.

Writing on her blog 'Which Test Won', she explains how a navigation bar on the site included a tab 'Webinar'. However, the company decided to change it to 'Online training', and ran side-by-side tests to work out which worked better.

The results of these A/B tests showed that clickthrough rates were 10.4 per cent better with the newer version and, in the week after the change was fully implemented, the number of people attending the online seminar doubled.

Testing can be a useful way of finding out what needs improving on a website before making wholesale changes.

Another form of testing is multivariate testing, whereby many different changes are tested in parallel instead of just one change as in an A/B test.

 

Category: Bespoke Web Design

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