Website Optimizer gives us the opportunity to create different versions of our website pages and to test how they are received by actual visitors. There are many well documented design theories out there. If you want to move past theories and test your actual visitors going to your pages Website Optimizer is the tool with which to do it.
Color Theory Color theories, which colors will appeal to your audience and have a specific affect or mood. As fascinating as color theory is, it can feel about as scientific as a horoscope. Cultural differences, variations of shades, and the ebb and flow of fashion can be influential in shaping a viewers perception of your color scheme.
Eyetracking Human testing has established that content with pictures of people appears more professional to viewers of websites. Eyetracking studies have collected results which indicate that viewers are drawn to the line of site of the person in the picture. If you want to highlight specific text or a call to action on your site it is recommended that you use pictures in which the person is looking towards that text or call to action.
Unlike print work, where you would choose your paper stock and give a final okay to the printer before production, in website design we do not have control over the final viewing. Different computer operating systems, different browsers, and even different levels of technical proficiency on the part of the viewer are variables we have no control over.
As we make changes to our website how can we be sure that the results from the changes are not due to seasonal changes, adword campaigns, social media posts or a variety of other variables? There are so many interacting variables.
Website Optimizer allows for a more truly scientific experiment. Visitors are randomly sent to the different versions of the same page and their activities can be tracked and data collected to make your design decisions based on the visitors’ actual response to your website and the actions you wish to encourage. No theory!
If you would like to look into staging a truly scientific experiment with your website design we would be glad to help.
