You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing

Surprising results are the most interesting, especially when they provide ideas for new experiment hypotheses.

Whereas statistics are concerned with probabilities and confidence, business is about making good decisions. The most accurate conversion rate you have at any time is the one you have observed. In other words, the “real” conversion-rate lift is the observed conversion-rate lift we’ve tracked in the test:

we often find that building on the learning from early test isolations gives us insights that contribute to bigger successes in following tests, even if the first test rounds don’t give us the home-run results we all want to see.

After each test, evaluate the new information you gather from the test results to determine how it affects your priorities.

Different types of conversions usually have different values. In a B2B setting, whitepaper downloads usually have lower value than quote requests or live chat sessions, for example. To analyze multiple goals, you need to consider the relative contribution from each type with weighted conversion goals.

tests with strategic isolations can also teach you about your target audience. Isolations are where you gain learning and insights.

You should optimize for the challenger that produces the most overall revenue per variation. That’s one reason I tend to downplay the term conversion-rate optimization in favor of conversion optimization

If there isn’t much movement in the conversion rate or revenue, you may have either found that there’s low elasticity on that page or tested the wrong things.

The most important principle of conversion optimization is that it’s a continuous improvement process. One test doesn’t create an optimized page.