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On the Web : Testing, Testing: 5 Web Attributes to Test This Season

September 2010 By Amy Africa

Sure, you're entrenched in the holiday season by now, making sure your website is up to date with the most current inventory and that every one of your customers is happy and well served. But that doesn't mean it's time to rest on your laurels. In fact, the holiday season is a great time to test new web attributes and programs that may improve your shoppers' experiences, and ultimately bring you more sales.

After all, you're dealing with a very engaged audience right now, and their feedback can help you make decisions about the direction your website is headed this year and beyond. Here are five web attributes to test that will give you the biggest bang for your marketing buck this holiday season.

Video
YouTube is the second largest search engine, but that's not the real reason video is effective. Video works because the visual cortex plugs directly into the brain that buys. Successful video doesn't necessarily need to be fancy — just look at Musician's Friend and Eastwood Company for solid examples of video that works — it just needs to sell.

New to video? Start with a two minute to four minute play on your product pages (or your entry page if you can handle it). Provide a solid call to action throughout the video, but most importantly at the end, complete with a phone number (yes, a phone number!). The end of the video should have a screen with the "ask" — for the order — and all relevant ordering information.

Also, consider using a footer that plugs your offer and call to action. The more aggressive, the better. Don't autostart videos (unless you've thoroughly tested them first), making sure consumers have to push play to start them.

Mobile
Depending on whose research you believe, there are either five or six handheld mobile devices for every one computer out there these days. There's no doubt the mobile world is upon us; just look at Amazon's mobile sales of $1 billion. Unfortunately, most companies aren't embracing mobile the way they should. They're taking the wait-and-see approach that they followed in the mid-90s with the "World Wide Web."

 

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