When visitors come to your website, are they engaged? Do they regularly convert into buyers? Do you know what actions they take while they're there? If you answered no to any of these questions, you may be one website test away from significantly increasing your bottom line. Here are four keys to website testing that will undoubtedly improve your clickthroughs, conversions and revenues.
1. Test the waters. The first step to increase clickthroughs, conversions and revenues is to test web content. Select the pages you want to test, then identify the areas/content within those pages to test with live visitors. Work with an expert to create a detailed plan of all the sections and variants to test, and build a road map of tests that will generate sustained conversion uplift.
2. Create the culture. My firm, Maxymiser, recently worked with a leading cancer charity that didn't have a culture of testing. Now that it's started testing and seen the benefits it can provide, it's become “addicted to testing.” The organization reviews its conversion management results daily to determine which variants engaged traffic and increased conversion rates.
By monitoring which variants are generating the most donations, the charity is able to quickly alter aspects of its website to drive higher conversion rates. In fact, its first test generated a 4 percent increase in conversion, helping achieve the organization’s goal of increasing web-based donations.
3. Reduce risk. For many companies, making changes to web copy is subjective — e.g., guessing which copy will reduce bounce rates or compel visitors to push their shopping cart virtual checkout (as less than 20 percent of e-shoppers do, according to SmartPlanet). The problem is, without “proof” that such changes will lead to increased conversions and revenues, making these changes can simply be a waste of time and resources — and could actually risk a reduction in conversion rates.