Timeless Testing Themes
There are certain commonalities on what leads to consistent conversion improvements. These are not specific prescriptions, but rather promising areas and directions for your own testing explorations. Not surprisingly, all of the testing themes are directly related to the AIDA decision process stages described in Chapter 3, “The Matrix—Moving People to Act.”
Less Is More
Although the general idea of uncluttering is powerful throughout the decision process, this testing theme has an especially powerful impact on improving visitor awareness. If visitors do not recognize quickly that you have something in which they might be interested, they will leave your site immediately. In Figure 9-1 you can see a web analytics report ...