When most programmers hear the word testing, it immediately brings feelings of absolute boredom and clicking through mind numbing forms and pages. But the kind of testing I'm referring to in this post is A/B testing, which means your showing the end users 1 of 2 versions of a page or ad (or whatever) and you're seeing which one provides more conversions.
This type of testing is not only fun to me, it gives you real insight to your users, with the ability to test and learn you can over time revise your test and tune your pages to what your users want.
Ads on Television and on Radio can't provide you the feedback your website can, by "tuning in" to your users behaviors while they interact with your site is key to understand what they expect and what will truly help their workflow. Often times a webmaster or site owner may be to comfortable with their site and can quickly navigate, know where everything is, but they forget that a new user or customer doesn't have their in-depth knowledge of the site.
Google provides an excelled FREE (as in beer) tool for website testing, it's called GWO (Google website optimizer) if you haven't checked it out, I suggest you RUN not walk and do so now, GWO coupled with some jQuery you can create some highly sophisticated multi-variate test and get some insight into your customers!
The only Feature I can think to add to it, would be to have it consider the purchase value when tracking the conversion, since one may give you a higher conversion value then the other, this however can be determined through Google Analytics.
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