Summary:
In the insanely competitive world of financial services marketing, your Web design has to be really good (not to mention persuasive) to convert the traffic you worked so hard for. Most marketers focus on Web analytics, a/b panels and multivariate tests these days. However, these metrics only tell you what visitors did when they came to your site -- not *why* they did it.Here are three usability tests a real-life marketer used recently to understand the whys and improve online conversions.
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