On the Web: 7 Keys to E-Commerce Tests That Matter

1. Test Items That Matter
Create tests in areas on your site where you have a lot of shoppers and sales. You can't test everything, but here are a few areas that matter:

• checkout process;
• search engine marketing and search engine optimization landing pages;
• email sign-ups;
• homepage navigation; and
• cart page.

2. Test Randomly
Split test on your site. Don't run one side of a test for two weeks, then the other side for the following two weeks. Too many things in the environment can change and alter the outcome.