E-Commerce Link: Keepin’ It Optimized
You also can use these factors to maintain the integrity of your test and to prevent overlap. For example, if you are testing the momentum of a series of pages, it would be unwise to tinker with overall site structure as it would produce test results that are not comparable to the metrics obtained from prior tests against the control structure.
I’ll give you an example of a test recently conducted for a client that improved conversion by 20 percent with one simple change.
Livesouth.com is a lead-generation site for retirement communities that just began using Google Website Optimizer. Together, we set up a couple of different tests, and this is the first one that was implemented:
Problem: Livesouth.com has tons of high-quality pictures of retirement community properties on its site, but they aren’t being viewed. If the pictures on property pages are clicked, a slideshow pops up, displaying multiple pictures. Visitors lose persuasive momentum by not seeing the additional images, but they don’t always realize they can click on the property pictures.
Test: We decided to add text that reads, “Click Image to View Larger Images” under the property pictures.
Results: The conversion rate for the site improved by more than 20 percent, just by showing visitors an easy way to find and see multiple images.
While this is a simple example, testing quickly can become a complicated venture. There are many options, but don’t be intimidated. Just get started.
Jeffrey Eisenberg is co-founder and CEO of Future Now Inc., a New York-based consultancy that specializes in online conversion strategies. He can be reached at email@example.com.