The Psychology of a Successful Testing Program
All testing programs, no matter how great or awful, think they are doing pretty good and can get better.
Process
The Greatest Factors Limiting Your Testing Program
As more and more people start to look to testing and conversion optimization as a consistent and meaningful tool for their marketing and other initiatives it is important that people start to realize that optimization as a discipline is not just a false add-on to existing work. Testing when done correctly can and should be by far the number one driver of revenue for your entire site and organization, and yet according to 3 of the major tools on the market the average testing program only sees 14% of their tests succeed.
4 Frameworks To Help Prioritize & Conduct Your Conversion Testing
Here’s something scary, according to MECLabs & Magento’s 2014 eCommerce Benchmark, only 13% of those studied base their testing on extensive historical data.
How To Convert Visitors Who Are Considering Switching From a Competitor
“I use Tide. I’ve been using Tide for the last 40 years. I’ll use Tide to wash the outfit they bury me in.”
“Uh… Thanks Grammy.” I only made the comment that her clothes smelled nice, but her conviction made me realize something very important, “even if they’re on your site, that doesn’t mean they’re going to buy from you.”
Later on, I overheard my 18 year old sister say to a friend on the phone, “Oh My God, UGH, Do what you want, but I would never be caught dead, in clothes from The Gap.”
Your Design Sucks. And Copy. And Your Idea is Wrong (or Why You Need Continuous Optimization)
How often does this happen:
A company budgets for a website, it’s built according to the budget and then it’s done. Hooray! … and everybody moves on to other important things.
Unfortunately too often.
What to Test First, Second, Third
The correct answer is of course that you should start testing where you have the most traffic and/or the biggest leak.
But let’s assume for a minute that you have no data. Maybe it’s a brand new site. Changing the color of your button might result in a 1.2% improvement, but a better offer can bring upon a 320% improvement. In that case you should start your testing with variables that can really boost your results.
What you have to know about conversion optimization
This post will make you money. It will teach you about conversion optimization – how exactly to do it, based on all the best research and experiments.
Why do conversion optimization? It is the cheapest, quickest way to increase sales online – and it demonstrates a clear ROI.
Think about this: if you’re currently converting at 1% (1% of your visitors buy your stuff), but can increase that to a mere 2%, you’ve doubled your sales.