Testing
To truly uncover your opportunity for growth, you’ll have to test various elements on your website. Only through testing you’ll discover that your visitors will react to small changes that make a big difference. You may see changes in how visitors react to content variants on your site. First, look over your analytics and form a few hypotheses about what could be improved to increase conversions. Then, test those hypotheses out.
Suggested forms of testing include A/B testing and multivariate tests, landing page tests, software tests, user testing, and also by conducting surveys and polls to gather real feedback from visitors.
Real Life Example:
Say you want to test font A vs. font B on a landing page. You would show half of your traffic font A and the other half would be presented with font B. If font B performs better (you know this because it shows a higher conversion rate), you’ll implement this change permanently on relevant pages throughout your site to increase conversion rates from then on.
What Elements Can You Test?
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Page titles and headlines
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Page layout
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Colors of design elements
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Placement of design elements
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Website design features
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Calls-to-action (Text, color, icons)
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Placement of calls-to-action
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Copy / How you describe products
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Font Size
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And More