Launching Your Website

Split testing is a useful digital marketing strategy. You're almost ready to start your split test once you've established your hypothesis, variants, KPIs, and test timeline. After you've completed the procedures below in preparation for your test, you'll be ready to press the Start button on your testing tool! It's not enough to have Google Analytics installed on your site; you also need to set goals. Setting up custom events or e-commerce tracking would suffice – all you need is something to track. The data will be corrupted if a page isn't running well. It's possible that the variant you're testing failed because your hypothesis was incorrect, but it's also possible that it was due to a technical issue.

For example, if one of the pages you're testing has a faulty picture, the conversion lift (or failure) for that page is caused by the page's functionality rather than the modified variable, and your test will be for nought. Use tools like BrowserStack or the preview settings in Visual Website Optimizer to double-check your page for problems before launching your test. You don't want your tests to run concurrently. As a result, you should never run several tests on the same page at the same time; for example, starting a second, independent test on a page while another test is running on the same page would result in data that is inconsistent. You may run tests on several pages simultaneously. However, if you're running tests on multiple sites at the same time, make sure that traffic from one test doesn't end up in the other. Just as you must guarantee that your website functions well, you must also ensure that your links operate properly and go to the correct page. A split test that compares a page with links to a page without fully working links is plainly incorrect and will not produce accurate results.

Competitor research, identifying the audience and their requirements, outlining your goals for the site, developing a content strategy to support the site, and lastly creating a promotional plan that works in tandem with the content are all part of the initial step of launching a website. Examine the competitors and develop a list of their advantages and disadvantages. At this point, competitor research is purely for the purpose of determining the type of struggle your site will face. That is why an evaluation considers both strengths and shortcomings. The flaws are significant because they provide chances for you to improve. At this point, a link audit is also beneficial. A thorough site crawl is recommended since it may reveal a lot about their search engine optimization (SEO) and content strategy sophistication (or lack thereof).

Occasionally, the competitor targets the incorrect segment of the user base. It's possible that they're focusing on one gender while ignoring the other. Defining helps to clarify the content and visual design's emphasis, as well as to create a visual identity for the site as a whole, including a site mascot if you choose to go that route. For content creation, site design, and feature design, it's critical to figure out what consumers want. The content strategy is informed by all of the previous phases. The content strategy should, above all, be developed in tandem with the link strategy. Websites choose to link to web pages because it fulfills a need and piques someone's interest in the page. Finding out what people are linking to gives the content strategy more context.