You think you have a great website, but do you? If you're not testing and targeting, you're likely not making the most of your online presence. Research shows that many companies still aren't testing, and as a result are losing ground to competitors who are.
So, where do you start? Typically you want to examine your web analytics framework to truly understand the most important metrics — i.e., key performance indicators (KPIs) — behind your business goals. In turn, those KPIs can be correlated to site factors that can be tested. Here are a few tips on how to turn metrics into testable factors, along with five key errors to avoid when getting started.