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Your basic conversion rate is equal to the total number of visitors your site receives
during a specific time period divided by the total number of conversions for that same
time period. So, if you receive 100,000 visitors in one month and you get 1000 orders
each other to see which one works best. If you are testing 3 different versions of a page,
then you are conducting an A/B/C test and so on. A/B tests are especially useful
because they allow you to test major design decisions by placing two or three
completely different designs against each other to find out which one resonates best
with your visitors. Of course, the downside is you can’t pinpoint the elements that
time. So you are able to test different headlines, different images, or different colors on
a single page. You can always think of A/B tests as a simplified version of multivariate
tests. The beauty of multivariate tests is the agility it provides with testing multiple
convert.
tests are a little easier to conduct, require less time and are used to test major design
decisions. A/B tests may be a better options when there are fewer visitors to the tested
page. Multivariate tests can be more complex, will test many variations of a page and
will take longer to conclude. Multivariate tests are the better option when you are
3. How many visitors does the test page receive and what is its conversion
rate? This will impact how long it will take to run the test. The more visitors, the faster
the test will be. The less conversions (conversions meaning the goal you have set for the
visitors to complete at the end of the test: conversion page can vary depending on the
goal you want to achieve), the longer the test will take.
4. What elements do you think will impact visitors converting? Images, the
copy, the offer, the headline, the layout, Call to action buttons.
If your checkout abandonment rate is more than 60% then start with the
checkout process
If your website abandonment rate more than 70%, then consider website
If your home page bounce rate is more than 50% then consider starting with the
If your conversion rate is less than 40%, then there is room for improvements.
Review the analytics. What pages have high bounce rates? Identify a few changes
Home page conversion: When a visitor is on the main home page of the site
and they do not leave your website, the main home page did its job and kept the
Micro conversion can take place at every page of your site. Macro conversions
usually take place when a visitor places an order with your website.
o Micro Vs. Macro testing: Not every test should have the order
confirmation as the goal. If you’re testing a site wide change such as new
navigation, a new header or a new tag line, you should consider using the
cart page as the conversion page. If you’re testing the first step of the
checkout process, then consider setting the 2nd page of the checkout as your
conversion page.
o Run the same test twice with different conversion pages: Running
the same test scenario with different conversion pages can be very telling.
You might be surprised that a combination that works well for a micro
o Your tag line can make a difference. A good tag line that
conversion rate. Test different tag lines to see which resonates best with
your customers. A word about tag lines: think of something unique about
your business. Rarely does customer service or lower price make for a good
headline.
navigation. Even worse, too many commerce stores let their technical
testimonial, but be sure they are concise and on point. Testimonials are
easy to figure out when it comes to B2B sites. They are more challenging
o Test if authority seals help your site in the first place: Contrary to
the common wisdom that authority seals will help you increase your
conversion rates, we had cases were introducing these seals reduced the
conversion rate! Moral of the story? Find what works for your site.
o The main image: Many ecommerce stores use a large image on their
main homepage. This is very valuable real estate on your website, so pay
close attention to your main homepage analytics data. What’s your bounce
rate for the page? Does this image support your value proposition? How
o Getting too creative with main page image can backfire: If you
have to explain how this image relates to your products or offering, then
there is a good chance many of your visitors are not able to connect with
that image. The image could be very clever, but that doesn’t mean that your
users are going to use the same analysis to figure how image and company
are related. Users land on the site and expect to see something in particular,
if they are surprised by an “unrelated” image (in their mind), they will click
out. You have a few seconds to convince users that they landed on the right
page.
o What image works best? No matter how much you love your image,
testing will show you that many visitors tend to ignore this image and the
o Your headline: Do not just place an image on the main page without any
messaging or headline. Take the winning image from your test above and
try different headlines with it and see what works and what does not. When
types: these visitors are asking: What can you do for me? Why
types: These visitors are asking: I know what I am looking for, how
these visitors are asking: who else ordered from your site? How
o Test the placement of lists on the site. Should they be located in the
middle section of the main home age, left or right navigation? When
testing with any of these lists, examine the impact on including an item on
consider testing, because besides the copy’s impact on your search engine
ranking, some of your visitors will actually take the time to scroll through the
o Install some heatmap software and notice how many of your visitors are
o Create visitor focused copy and place it in the middle of the page.
o Test the main page with copy vs. the main page without copy and see if
o The way navigation is grouped on the site will impact conversion. Test to
o Even easier is to test the labels use in navigation. Your navigation may be
Category pages
funnel traffic to product pages. When was the last time you clicked on “add
to cart” from a category page? You will most likely navigate to the product
page, read product reviews and then maybe add a product to your cart.
Testing scenarios:
your analytics, are most visitors navigating to the 2nd and 3rd page of a
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