People visit your website for a reason—to compare items, buy products or just explore what your brand has to offer. If anything gets in their way—they bounce.
A single hiccup, momentary delay or complicated navigation, could result in losing conversions, brand credibility and ultimately revenue. According to Forbes, 57% of users are less likely to recommend a business if they have an unsatisfactory experience with their website.
Given these numbers, when it comes to your website’s ability to perform, engage and offer value—every click counts. Here’s the caveat: you might not always know what’s diverting your website traffic.
High-performing websites adapt to customer behavior, instantly personalizing the experience without friction. But seamless online experiences don’t happen by chance—they are a result of continuous testing and optimization.
The right personalization platform has powerful testing capabilities built in—revealing customer behavior in real time—allowing you to learn from what people do and create customized experiences that match their interests. Website testing can easily be integrated into your marketing strategy to maximize sales and drive revenue.
Think of your website as the doorway into your brand. It’s often where people form their first impression, so it should do more than list products—the tone, design and even the navigation—should attract.
What’s more, the journey should all unfold seamlessly, ensuring your customers feel seen and guided along the way—as they connect with relevant messages that encourage engagement and interaction. However, if people can’t make sense of the content and are confused by the layout, they’ll go elsewhere to find what they want.
This is where advanced website testing comes in.
If you run a campaign and only 20% of the people that visited your website actually bought something, testing will reveal why the remaining 80% did not. The insight you gain from testing, will empower you to make modifications that help you connect with your customers more meaningfully, resulting in improved campaign performance.
Through testing, you can segment your customers by behavior and tailor experiences in real time—executing changes that reflect behavioral intent—and create engaging experiences that convert.
By analyzing how customers interact with your website, you can connect the dots from homepage to product page to checkout, to better understand how people truly navigate your site. More than understanding website traffic metrics, testing lets you see what your user sees, indicating where to remove friction points, surface offers or provide relevant messages—like social proof—at key moments. Ultimately, testing unlocks the why and allows you to tailor your website to deliver better experiences that keep customers engaged and coming back to your brand.
Website testing should be leveraged like a strategic enabler—not another technical responsibility. With the right tools, you can create campaigns that generate actionable data and spot missed opportunities—like complicated checkout or lack of inventory—and turn them into timely exchanges that transform casual visits into meaningful customer experiences.
Advanced technology, like Epsilon Accelerate, has built-in testing capabilities that allow you to impact on-page personalization tactics in real time. With the behavioral insight, you can trigger the right flow—using traffic shaping, customized product recommendations or social proof notifications—surfacing the right message at the right time—even at peak traffic times.
Consumer behavior and expectations are always shifting—and so should your website personalization strategy. According to our research on consumers' perceptions about personalization, 82% of respondents stated that they view brands positively when that brand advertises a product that person needs.
Onsite testing makes surfacing offers seamless. It shows behavioral patterns and lets you adapt content at key decision-making moments, ensuring your website is evolving with your customers’ expectations. The right platform offers dynamic onsite experiences across key pages, ensuring you can refine the end-to-end experience—from overlays to form-fills to checkout—adapting interactions to suit consumer behavior where it occurs.
While many houseplant retailers struggled to bridge the gap between online engagement and in-store sales, one brand was able to learn more about their customers’ needs—and deliver value—by testing behavioral patterns on their website.
Dedicated to encouraging plant ownership and building strong brand affinity, they personalized their website flow and ran advanced tests. By aligning granular data segmentation and analytic measurement, the D2C houseplant retailer used real-time insights to significantly improve the customer journey.
They increased cross-selling and average order value by recommending complementary products to high-basket value customers and maximized revenue by guiding shoppers to products tailored to product affinity.
Testing proved to be effective in significantly impacting their ROI. The brand saw a noticeable increase in engagement on pages that were served customized experiences—resulting in a 21% lift in website conversions.
Brands that create customized web experiences that people value, turn their website traffic into revenue growth. This is why testing matters—it helps you smooth the customer journey so that visitors take an action—like buying a product, signing up to receive emails or creating an account.
You can’t tailor experiences—or optimize the customer journey—without data.
A powerful website personalization platform does more than ensure onsite tagging is in place—it provides a reliable first-party data strategy that’s foundational for accurate testing and customized experiences. Ensuring your first-party data is cleansed and enhanced is essential to establishing a consistent feedback loop with your customers.
With first-party data fueling the experience, you can ensure every touchpoint is customized and seamlessly moves users to the next best action. Data-driven insights don’t just improve personalization—they lead to increased engagement and lead generation.
Managing a website can be hectic. Having to tackle everything from ad spend to new product promotions to managing customer feedback, can make testing sound overwhelming—and impossible, especially for teams with tight budgets and limited resources.
But testing doesn’t need to be complex to be effective. You just need the right approach—backed by the right technology.
Advanced platforms are designed to eliminate complicated steps and added workflows, making advanced testing techniques simple to execute. With a no-code, drag-and-drop editor, you can test, evaluate and validate your campaigns natively in the platform—all without the need for a development team.
The right tool analyzes variant experiences—testing A/B/n, spilt and multivariate campaigns—easily comparing the performance results to see what worked best. It allows you to control everything from overlays to background images to where content appears on-page and which segment should see it.
Real-time insights are a valuable way to see how people respond to on-page communications and optimize the experience, ultimately building smarter customer journeys over time.
In order to increase brand awareness, build credibility and ultimately boost brand affinity, you need to establish ongoing consumer-brand conversations that validates their patronage with every interaction. Every test brings to light new insights—new opportunities to respond to your customers and engage in new ways—informing future personalization or campaign strategies.
A website strategy that includes continuous testing and optimization, allows you to stay tuned into who your customers are, deliver what they want, and offer the next best action they should take on your website.
Are you wondering which pages on your website have the most conversions? Why people drop off at checkout? If the overlay on your homepage works?
Beyond clicks and scrolls, the right tool provides visualization charts of the entire journey in one dashboard. It displays both a high-level overview as well as detailed, granular data—making it easy to see how people navigate your site.
The right platform helps validate page updates and runs onsite tests that best match your business needs—unlocking rich behavioral insights that fuel scalable growth. It has full testing capability that can increase conversion rate optimization by helping you:
Testing with real-time behavioral allows you to remove points of confusion or frustration for the user and improve customer satisfaction, while building trust and credibility in your brand. When done right, it turns static experiences into smooth journeys that engage visitors across touchpoints—resulting in increased engagement, improved sales and reduced bounce rates.
Investing in the right technology provider is key. Epsilon Accelerate is a powerful, no-code website personalization platform that has advanced testing and measurement capabilities, data-driven analytics and real-time behavioral insights—giving you the power to fuel data-driven website strategies that lead to increased ROI.
