Testing small changes can make a huge difference to performance, it’s an approach which rant on about to our clients on a daily basis and they, generally, listen to our ideas and frequently see campaign-changing improvements in conversion rates and corresponding drops in CPA. However, most companies test in secret and don’t reveal the results so it’s sometimes difficult to illustrate the potential upsides to unbelievers.
Recently, the rare combination of Google owning YouTube and at the same time wanting to promote their client-side testing platform (Google Website Optimizer) show the giants actually posting the process, items tested and the results to a fairly major test for them. The result was a 16% improvement to sign-ups on the home page from making a small changes to just 3 areas of the site. The blog-post on YouTube is worth the 5-minute read.