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

The more visual inputs and action options your visitors have to process, the less likely they are to make a conversion decision. Minimizing distractions such as unnecessary product options, links, and extraneous information will increase the conversion rate.

Steve Jobs was once quoted in BusinessWeek saying, “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.” Your customers don’t know how you can motivate them, and they can’t tell you which landing page design will work best for them, either.

Another problem with expert recommendations is that they can’t take into account all the complexities of any particular situation. You’re facing a unique set of environmental variables.

At a statistically significant confidence level of 95 percent, the result you see is expected to be consistent 19 times out of 20.

A test plan solidifies the goal for your test, outlines the structure of the experiment, locks down a valid control, and avoids common mistakes.

We often begin by testing the layout, funnel flow, or value-proposition concept of a landing page. Once we’ve determined the best approach, the details of the containing elements can be tested, including headlines, imagery, copywriting details, and call-to-action buttons.

strategists dug into WiderFunnel’s central database of test results to identify past results with situations similar to Tourism BC’s in order to find layout approaches that had a high likelihood of improving conversions.

Many people falsely believe that conversion optimization is used only to test small tweaks to landing pages. This leads to frustration as they test minor variations of words, colors, and button design and expect dramatic results. By testing insignificant challengers, you’ll be in for a long test that may never complete with statistical significance

The most common concerns that users have about websites involve privacy, usability, fulfillment, and effort;