If you are like most digital marketers today, you are doing everything you can to increase conversion rates and maximize the ROI of your website. This article explores holiday testing strategies for maximizing conversion drivers and minimizing conversion barriers—the elements that are either helping or hindering the effectiveness of your website. Once you thoroughly understand these strategies, and the principles behind them, you can test and optimize the elements associated with them to improve your Web and mobile conversions.
No. 1: Test Your Value Proposition
Your company, products and website should all have a clear value proposition; your success depends on defining exactly what it is. A value proposition is simply a promise of value and a reason for someone to take action.
It should describe and address the tangible and intangible benefits and costs of doing business with you, buying a particular product or using your website. For example, when you purchase a particular product, you are giving up the choice to purchase an alternative product, which is an intangible opportunity cost.
In describing and addressing tangible and intangible benefits and costs, your value proposition should answer:
- What's in it for me (the customer)? How does this company/product/service solve my stated (explicit) or understood (implicit) problem, give me what I need and/or fulfill my wants?
- Why should I do business with you?
- Why now?
Value propositions are communicated through copy, images and user experiences that can be tested and optimized on your Web and mobile sites.
No. 2: Optimize for Relevancy
Providing a relevant experience, where the information on the website matches the goal of the visitor, is one of the most important things you can do to improve online conversions. In fact, it's so important that it's the No. 1 source of consumer dissatisfaction on the Web, according to the "Webreep Annual Online Consumer Behavior Report, 2012-2013," which analyzes website visitor data from more than 5,000 websites in 30 different industry categories.