Increasingly most businesses are having an online presence however how to leverage this
online
presence rank higher in Google search is the answer that businesses are looking for. One
great
option is to take a look at the benefits of conversion rate optimization. This has become a
common
and extremely effective tool for businesses that are looking for relatively simple and
actionable ways
to make their online presence more beneficial.
Taking the time to A/B test your marketing channels can illuminate opportunities that your
business
can take advantage to increase conversions. Using Conversion Rate Optimization (or CRO) on
your
website to verify a hypothesis, mitigate risk and achieve substantial increases in revenue
are
achievable advantages for businesses.
Online businesses can now actually take the time to check hypotheses and potential changes
before
they are fully rolled out. This saves immense amounts of time and money. By avoiding poor
design
while providing actionable evidence when a change should be made to an element of a page or
marketing channel.
Conversion rate optimization is not limited and almost every element of your online presence
can be
optimised. A wide variety of different elements can be effectively tested. Colour,
navigation,
imagery, structure, messaging and tone all of this can be checked. Just about anything on a
web
page can be broken down to find the most effective combinations to help optimize website.
Also it
can be just as effective when testing the effectiveness of email campaigns or social media
posts.
There are many CRO testing products that can be utilized. Visual Website Optimiser,
Optimizely and
Maxymiser are some of them. To get started, first pick an element on your website that you
want to
test, and then decide what kind of A/B test you would like to run.
Contrary to general assumptions, you actually have some choices on how to run an A/B test. A
regular A/B test will allow you to choose different elements and test a change, with one
element per
variant. If you’d rather test two pages with a variety of different pieces of content, a
multivariate
test will let you choose a variety of different elements to change on your page and combine
them all
together into a single A or B variant to test how a page might perform over the existing or
current
page.
Another option is to Split URL test, this is reserved for when you’d like to see how a single
page will
do depending on the path users take to get there. For example, if you have an "About
Us" page that
you would like to test to see how many people visit, you’d build out two variations paths.
This way
you could create multiple ways to get to a page with the same content in order to see what
variation
gets more traffic from referring pages on your website.
Key Takeaways
If you aren't already actively using conversion rate optimization for your online
business, now is the
time. Relatively simple fixes could make your conversions go higher, and CRO tools allow you
to test
what works and what doesn't with less risk of hurting your existing online presence.
Instead of
wondering what works to help increase your website's conversion rate, test your
hypotheses so that
you know, without any doubt, what works and what doesn't.
