Like mid-80s Madonna*, the best websites are constantly evolving — they are always making improvements to their design to increase their conversion rates. Success rates for the world’s best websites look like this:


*Editor’s note: Madonna metaphor was not approved by Cameron before we published.

The thing is, if you’re not regularly testing, and instead are only redesigning your website every five years or so, your website isn’t living up to its full potential today. Success rates for the fix-it-every-5-years-ish websites looks like this:


It’s easy to say that everyone should be testing. Check this out: everyone should be testing. See? That was very easy. But really, it’s a bit more complicated than that, especially if you are one of those rare nonprofits with competing priorities and limited resources (and by that we mean…not rare at all) . So is testing and optimizing your website the right thing for you? Flow down our flow chart for 3 minutes to find out.