One of the biggest mistakes any website owner can make is putting up a site and walking away. Websites are not static. That’s because, even if you’ve gotten good results from your existing copy, there are always gains to be had.

“But how do I test my copy?” people ask. It’s actually very easy, thanks to some free tools provided by Google. Install Google Analytics, or have your web designer install it, and add the tracking code to every page of your site. Then start testing. You can do this by either comparing data in Analytics or by using Google’s free Website Optimizer to conduct A/B tests.

Website tests can get very elaborate, but they don’t have to be. Simple A/B tests (where you make one change and then compare the results between version A and version B) are the basis for most online testing. Set up two versions of the same page. Make a single change to one of the versions, then track the results.

It isn’t surprising to find that the slightest changes can pull the biggest lifts in conversion rate.

What You Should Test

Where do you start? At the beginning. There are numerous areas of any given page that can (and should) be tested. Let’s go over a few of them.

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As a marketing strategist, I love tradeshows. Done properly they can provide the best bang for your marketing buck compared to just about any other type of advertising. They are a perfect venue for introducing and showcasing products/services while generating qualified leads for future business. You can learn a great deal at a tradeshow talking with prospects and customers. The key is to be prepared.

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Having a quality product, quick shipping,  an attractive website, and an effective marketing strategy are some of the ingredients to a successful online business. Having these will get you attention and sales, but will it create the trust that converts to customer loyalty?

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The final reports for last year’s holiday shopping are in, and we have some good news. From internetnews.com:

Online retailers turned in a solid performance to end the year, with spending during the holiday season up 4 percent from last year, according to a report released today by online metrics firm comScore.

It’s good to know that last year’s shopping season ended on a better note than the previous year’s sales. We should also take note of some unexpected news:

This season also set a new record for the highest single-day sales total, with customers opening their wallets to the tune of $913 million on Tuesday, Dec. 15, which comScore dubbed “Green Tuesday,” noting it was the first time a day had crossed the $900 million mark.

The article continues by giving some of the factors driving the single-day sales record, as well as the general increase in holiday sales. Things like promotions offering free shipping and guaranteed delivery were very popular with online shoppers. This is good news I think we all wanted to hear.

One of our partners will be performing routine maintenance this evening beginning at 11:00 P.M. EST US, January 16, 2009.

During this time, currency transactions may be impacted, however sales will not be affected. Our partner hopes to have this maintenance completed as quickly as possible to ensure there isn’t an interruption in sales.