Conversion Rate Optimization

Testing leads to failure, and failure leads to understanding.

-Burt Rutan

A website is never complete and new design elements should be introduced often to ensure your site looks as it should! Conversion rate optimization is all about testing page variations and flows to ensure that you are always showing the very best version of your site to your website audience. This can be done in one of two ways, AB Testing or Usability Testing. Regardless of the method conversion rate optimization is the most important thing you can do to improve the user experience, and ultimately the conversion rate, on your website.

Why Conduct Conversion Rate Optimization?

Sites such as Amazon are running website tests almost every day in order to ensure that the pages and visitor flow they present are as optimized as possible. The basic reason for taking advantage of website testing is simple, how do you know what you designed and developed is ‘actually’ what your visitors want? By conducting website testing you allow your website visitors to tell you what is working, what is not, and what functionality you should have on your website to make it easier for them to convert.

How To Conduct Conversion Rate Optimization?

Website testing can be conducted in one of two ways, AB Testing or Usability Testing. Each are implemented differently, but the main difference is that an AB test is typically presented to a large segment of your current website audience on your live site in order to see if visitors seeing version A convert better than those seeing version B. In a usability test typically a moderator walks a website visitor through scenarios and poses questions to them throughout the test to get their direct opinions. With the right help and assistance conducting any version of these tests can be done very easily and yield information you cannot gather simply through your web analytics platform.