If we’re supposed to optimize what’s closest to the money, what is the value in optimizing for micro conversions?
Many blog posts have espoused this as a way to incrementally increase revenue and final conversions, but does tweaking stuff unrelated to purchase actually assist your bigger goals?
There are many different opinions on this question.
If I asked you, “what’s the most persuasive word in the English language,” what would you say?
Many would say “free” – and that may or may not be accurate. It’s one of those CRO ‘best practices’ that is often repeated but rarely discussed in detail.
There are studies that support its power, but there is also plenty of data that supports the idea of ‘free’ being detrimental to optimization.
With all the talk about A/B testing, it’s easy to forget there are other methods of measuring the effects of experimentations, such as cohort analysis.
You’re running lots of tests? Great stuff.
Now, here’s a piece of the puzzle you may not have thought about: what is the most appropriate way to archive test results?
Qualitative research or quantitative research? Doesn’t matter if you’re doing it wrong.
“It’s not what you say, it’s what people hear.”
Imagine you’ve been working on optimizing a site for a while now, say 3, 6 or even 12 months.
You’ve had solid winners each month, and you’re confident in the test results. These are not imaginary lifts. But now your conversion rate looks the same as when you started. How do you explain this to the boss/client?
While there are no universal rules in conversion optimization, there are some things that tend to work more often than not. This article will give you some of these tactics to test for yourself.