Search marketers can learn a lot from scientists. Scientists spend their life testing things, one after the other, incessantly trying to discover new interactions between atoms, molecules, viruses, bacteria, etc. One of the greatest scientists of all time, Albert Einstein, said, “A theory is something nobody believes, except the person who made it. An experiment is something everybody believes, except the person who made it.” Want everyone to believe in your website? “Experiment” with it—in other words, test it and tune it for optimal performance.
Websites are laboratories, not sculptures
This is the first principle when it comes to website optimization. People tend to think of their websites as a finished product, which was built taking into consideration customer needs and stakeholders requests. But isn’t the world changing? Isn’t it important to tap into new markets, new customers, new opportunities? Isn’t it always good to improve conversion rates?
