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Conversion rate testing has been a hot topic in the industry—and why wouldn’t it be? With the idea of getting MORE out of the visitors you already have on your site, conversion rate optimization seems like a win-win for business owners. But when it comes to actually conducting the tests, there are some questions that you should ask yourself before you begin, with the goal of accurate and insightful results.
Can I be confident in my results?
The first step in conversion rate optimization is having the proper tracking and analytics in place that can tell you whether a test worked or flopped. Improper tracking can lead to inaccurate conclusions or insights in how the test actually performed. Make sure different tracking and testing tools are communicating effortlessly and that any split test truly is a random split.
Am I focusing on the customer?
The idea with CRO is to improve the buying process for potential customers visiting your site. When creating a test and hypothesis, keep bringing it back to the customer and how they will react and respond to the test. Don’t conduct conversion rate testing for your own ego—do it for the customers who have the ability to help grow your business.
Are my ideas based on emotions or properly hypothesized?
Each speaker talked about the importance of a process for creating tests and hypotheses for each. Make sure what you are testing is not based on your internal gut feelings (because you might not be your ideal customer). Test based on a number of qualitative and quantitative data points, including:
- User research
- Digital analytics
- Business context
- Persuasion principles
- Previous tests
A great hypothesis will have not only a clear answer at the end of the test as to whether it worked, but will also give you insight in to why it did or did not to fuel future testing concepts.
What problem with my website is this change attempting to fix?
In creating your test too, make sure you understand the fundamentals for why you think it might work. Are you adding a value proposition to the page? Making the page and sales funnel more relevant to your visitor? Adding more urgency to speed up their conversion rate? Improving clarity for what the customer will get and what’s in it for them? Decreasing distraction on the site that doesn’t help funnel visitors to your end goal?
Do I have organizational backing to do this?
Conversion rate optimize is important, but others outside the marketing mindset might not understand how seemingly small changes can be worth the effort and such a thorough testing process. It’s important that you get backing from management (top down buy-in), the development/web team (that you’ll likely be going through for changes made), the sales and business development team (that may have customers coming to them from these tests), and anyone else in your organization that could be a potential barrier to successful CRO.
How does this fit in to my ongoing growth goals and strategy?
Related to the above question, understand how these tests fit in to your overall growth strategy. A clear impact on why you are optimizing and the goal of what you hope to achieve with data-driven improvements to your website can help you achieve organizational buy-in as well.
Am I tracking the right goals?
It doesn’t matter where you start from, your conversion rate could be 1% or 15% and there will always be room for improvement. But what matters is that you have an accurate baseline that you’re testing improving and also a solid understanding of what you’re trying to accomplish. Make sure you’re tracking the right goals (sales, conversions, contacts) and not being too distracted by others that don’t have as direct of an impact on your bottom line (such as time on site, bounce rate, etc.).
About the Speakers
- Chris Goward, CEO and Founder at WiderFunnel
- Amy Balliett, CEO and Co-Founder at Killer Infographics
- Ayat Shukairy, SVP Client Relations at Invesp
About The Author: Hannah is the Organic Team Lead at Blue Corona. If she's not busy daydreaming about the training session for her team, you can find her improving client conversion rates and planning her next trip.
View more blogs by Hannah Nelson