Optimize Your Website’s Conversion Rate with 3 Vital Tests

Joel Maldonado Joel Maldonado April 23, 2019 Category Digital Marketing

No, CRO is not an over-zealous misspelling of “crow.” It’s an acronym that stands for Conversion Rate Optimization, which is the process of creating compelling user experiences to motivate site visitors to perform an action.

What kind of action, exactly?

Any kind that aligns with your business goals! Whether it’s buying a sheep-shaped cookie or getting prospects to schedule a product demo with your sales team.

Various elements of improving CRO include optimizing on-site or landing page designs, testing different versions of content or language, improving visual experience for better UX, and other measures.

Let’s dive deeper into how Path Interactive can make your sites work smarter, not harder.

Develop the Hypothesis

Recognizing there is an issue or chance to optimize your site is a crucial part of our process.

When our digital media experts analyze site performance to spot any areas of opportunity, it’s imperative that we perceive the friction points. From there, we develop the hypothesis and see what the potential impact of our tests and implementations can be. Then, as a business, you can prioritize which tests need to be delivered in order to maximize the impact and get your site optimized for best performance.

That’s when we create the appropriate test to measure the truth of our hypothesis or to see if it needs modification.

Design the Test

There are three types of tests that can improve your site.

The first is an A/B Test, which compares two or more different versions of a web page or app against each other. This test is useful for isolating and testing one element at a time.

The second test is a Redirect Test, which is a type of A/B test that allows you to test separate web pages against each other. Instead of the element(s) on the page, variants are identified by URL or their path. Redirect Tests are used, typically, to test two distinct landing page designs or experiences.

Lastly, there’s the Multivariate Test (MVT), which looks at two or more elements simultaneously to see which combination creates the best outcome. MVT identifies the most effective variant of each element and analyzes the interactions between those elements. This test is valuable for optimizing multiple aspects of a landing page.

Implement the Test

We tailor every test to yield the most specific and actionable results.

In a recent case study, we hypothesized that adding CTAs to a brand’s homepage would make it apparent that the product block is clickable, thus increasing the page’s engagement (or clicks on the product block). So, we ran an A/B Test—the original had no CTAs, while the variant did.

How we measured the metrics of the test, and for how long, is integral to the process. In the case of the homepage test, we measured the clicks on the links within the product block as well as their impact on Marketing Qualified Leads or MQLs (the client’s main KPI). We gathered data for a duration of 5 weeks. The results were shockingly positive.

Analyze and Draw Conclusions   

The hypothesis proved to be true—adding CTA buttons to the product block caused massive increases in engagement. While the original CTR was 0.71%, the variant spiked to 1.39% — a 96% higher conversion rate. Plus, the CTR for mobile increased by 269%.

It’s at this point that our team draws conclusions and makes the necessary recommendations. In the case of Telit’s homepage, our recommendation was to add CTAs on the product block because the level of engagement in the variant dwarfed the CTR on the original page.

Conclusion   

Of course, there are different types of hypotheses, tests, and implementations that can increase your CRO. Through thoughtful, strategic testing and implementation, our team is poised to discover your next big conversion rate growth opportunity.

Get in touch with us today and see how our digital media experts can take your conversion rates to the next level.

 

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