Building a new website is an exciting and critical task for any business. However, creating a user-friendly, high-performing website requires more than just an appealing design and engaging content. It demands thorough testing to ensure that it functions optimally and meets the needs of your target audience. In this comprehensive guide, we’ll discuss the importance of testing when building a new website, explore various types of tests you can perform during and after the build, and examine the key metrics you should monitor and improve.
The Importance of Testing in Website Building
Testing is an essential component of website building, as it allows you to identify and fix any issues that may negatively impact user experience, website performance, and overall business success. By conducting thorough testing, you can:
Improve website functionality: Testing helps you identify and resolve technical issues, such as broken links, slow loading times, and display problems, ensuring your website works seamlessly across different devices and browsers.
Enhance user experience: Through testing, you can gain insights into how users interact with your website, allowing you to make adjustments that improve usability, accessibility, and overall satisfaction.
Boost conversions and sales: A well-functioning website that offers a positive user experience is more likely to generate leads, drive conversions, and increase sales for your business.
Protect your brand reputation: A poorly functioning website can damage your brand image and deter potential customers. Testing helps you maintain a professional and credible online presence.
Types of Tests to Perform During and After the Build
There are various testing methods you can employ throughout the website building process to ensure optimal performance and user experience. Some of the most common types of tests include:
Functionality testing: This type of testing involves checking all website features, such as forms, links, buttons, and navigation, to ensure they function as intended. Functionality testing should be performed throughout the build and after the website is live.
Compatibility testing: Compatibility testing ensures that your website works seamlessly across different browsers, devices, and operating systems. This is crucial for providing a consistent experience for all users, regardless of how they access your site.
Load and performance testing: These tests measure how well your website performs under various levels of traffic and stress, helping you identify bottlenecks and areas for improvement. Load and performance testing should be conducted during the build and regularly after the website is live.
Usability testing: Usability testing focuses on evaluating your website’s user-friendliness and overall experience. This can involve conducting user testing sessions, analysing user feedback, and utilising tools like heatmaps and session recordings to gain insights into user behaviour.
Accessibility testing: Accessibility testing ensures that your website is accessible to users with disabilities, including those who rely on assistive technologies. This is essential for meeting legal requirements and providing an inclusive experience for all users.
SEO testing: Search engine optimisation (SEO) testing involves evaluating your website’s visibility in search engine results and its adherence to SEO best practices. This can include keyword research, on-page optimisation, and technical SEO audits.
Key Metrics to Monitor and Improve
When testing your website, it’s essential to track specific metrics that can provide insights into performance and areas for improvement. Some of the most important metrics to monitor include:
Bounce rate: The bounce rate measures the percentage of users who leave your website after viewing only one page. A high bounce rate may indicate issues with website design, content, or user experience.
Conversion rate: The conversion rate is the percentage of users who complete a desired action, such as making a purchase or signing up for a newsletter. Monitoring this metric can help you assess the effectiveness of your CTAs and overall website design in driving conversions.
Average session duration: This metric reflects the average amount of time users spend on your website during a single visit. A longer average session duration can be an indicator of engaging content and a positive user experience.
Page load time: Page load time measures how long it takes for a web page to fully load. A slow-loading website can negatively impact user experience, SEO, and conversion rates. Aim to keep page load times as short as possible.
Pages per session: This metric indicates the average number of pages viewed by users during a single visit. A higher number of pages per session can suggest that users are finding your content valuable and engaging.
Mobile performance: With an increasing number of users accessing websites via mobile devices, it’s essential to monitor mobile performance metrics, such as mobile load times and mobile conversion rates, to ensure a positive experience for all users.
Tips for Effective Website Testing
To make the most of your website testing efforts, consider the following tips:
Develop a testing plan: Before you begin testing, create a plan that outlines your objectives, testing methods, timelines, and resources. This will help ensure a systematic and efficient approach to testing.
Involve your target audience: When conducting usability and accessibility testing, involve members of your target audience to gain valuable insights into their preferences, needs, and pain points.
Test iteratively: Test your website throughout the build process, and continue testing regularly after it’s live. This iterative approach allows you to identify and address issues as they arise, ensuring continuous improvement.
Use a combination of testing methods: Employ a mix of manual and automated testing methods, as well as qualitative and quantitative data, to gain a comprehensive understanding of your website’s performance and user experience.
Prioritise issues: When analysing test results, prioritise issues based on their potential impact on user experience, conversions, and overall business success. This will help you allocate resources effectively and focus on the most critical areas for improvement.
Conclusion
Testing is a crucial aspect of building a new website, as it ensures optimal functionality, user experience, and overall performance. By conducting various tests throughout the website building process and monitoring key metrics, you can identify and address potential issues that may negatively impact your website’s success.
Remember, effective website testing involves a combination of methods, a clear plan, and ongoing evaluation. By adopting an iterative approach to testing and continuously seeking improvements, you’ll be well-equipped to create a website that not only meets the needs of your target audience but also drives conversions and supports your business objectives.
In summary, don’t underestimate the power of thorough testing when building a new website. It’s an essential ingredient in the recipe for online success and will help ensure that your website is user-friendly, high-performing, and primed for growth. Happy testing!
Chris Barnard has spent over 15 years delivering exceptional digital marketing performance for leading businesses in the UK, Europe and North America as an independent business consultant.
FeedbackFans provides a unique next-generation managed technology and marketing platform that delivers outstanding and outsized results for businesses in sectors such as finance, retail, leisure, and professional services.
With our unparalleled expertise in creating cutting-edge solutions and environments, we empower our clients and users to thrive in the digital age.
Chris Barnard is Managing Director of FeedbackFans.
