A type of house in which the floor levels on one side of the house are one-half story above or below those on the other side. Our data driven approach gets more winning tests and bigger impact per successful experiment. Let us come in, conduct in-depth qualitative and quantitative analysis, and figure out what specifically needs to be changed or tested on your site. Experimental Design – Developing your own research method for an in-depth analysis of a specific element.
A structured approach to improving your conversion rates needs to be a continuous process of improvement. To continually improve your conversion rates, start by properly measuring your website’s performance.
This is the reason why you need to have your business objectives clearly defined – without them, you will be unable to identify your KPI’s.
Now you have a framework which will help you insure that the work you will be doing is relevant to your business goals. You can find what is happening on your site by using Google Analytics – What features they use, where they exit and who is profitable. If a large amount of people click on your e-book ad, but only a few people actually buy after seeing the price, you will want to dig deeper into the problem. You will start noticing trends in people’s responses after you’ve collected over 50 of them. The problem with using site averages in your testing is that you are missing out on what is going on inside the average (the segments).
An experiment that seemed to be performing poorly might have actually been successful, but only for a certain segment. Never report a metric (even the most hyped or your favorite KPI) without segmenting it a few levels deep. Segment by source – Separate people who arrive on your website from e-mail campaigns, google, twitter, youtube, etc. Segment by behavior – Different groups of people behave differently on a website, because they have different needs or goals. Segment by outcome – Separate people out by the products they purchase, by order size, by people who have signed up, etc.
When you have found your most profitable segments, you can keep them in mind when doing split testing. Once you have your metrics in place and you know your goals, the next step is to prioritize what to test. Essentially, you could test anything, but everyone needs a place to start from. When you add together the traffic from all of your pages that use the same template, you may see that they get a lot more traffic than your homepage. When looked at separately, none of your information sources will perfectly identify split testing opportunities. A conversion funnel consists of two parts: The persuasive end (top of the funnel) and the transactional end (bottom of the funnel). Potential – How much potential for a conversion rate increase does this testing opportunity have?
You need pages with high traffic for completing your experiments within a reasonable timeframe. Top landing (entry) pages – When looking at the most-visited pages, you will see the most popular pages on your site. Pages with expensive visits – When choosing between two pages with similar traffic and conversion rates, pick the one with a higher cost of traffic for a better split-testing ROI. After you have defined your problem and articulated your hypothesis, you can start to come up with specific split-testing variations. In this case, we would try placing a good summary of benefits the newsletter member would get from joining the newsletter.
Gains market insights – Besides increasing your conversion rates, split testing will give you information about your clients. You need to have sufficient volume in test groups, results and the differences between them. You should always see your own analytics and get customer feedback for any hypotheses you test. Considering how competitive today’s online market is, if you are not constantly tracking and optimizing, you are going to get left behind, and outsold, by people who are.
The argument against only testing single variables is that if you continue to do this for a longer period of time, it will be impossible for you to arrive to a much better design. Google openly endorses split testing, because the goal is to come up with site versions that most accurately reflect what your visitors are seeking, this makes sense. If your experiment has been running longer than what Google would normally expect from a split test, it may penalize your site.
When you need to redirect a visitor to one of you variations, use a 302 temporary redirection method instead of the permanent 301 version. Normally, version 2 is used when quoting conversion rate improvements, but make sure you know this for sure before deciding anything based on the numbers.
Conversion Rate Experts have developed a systematic process for guiding a business through a series of steps towards better conversion rates. MEClabs has created a funnel that represents a series of decisions taken by the prospective customer. The idea is to prioritize conversion testing opportunities and implement the right experiments, which will drive the most impact-filled results. ConversionXL has developed their own framework that deals with conversion research that is now used by dozens of agencies.
They’ve also written a conversion optimization guide that goes further into detail as well as explains how ResearchXL ties into a holistic optimization program. Visitors interact with their mobile devices through tapping, so their ability to quickly locate and hit these tapping areas is key to satisfying mobile conversion rates. Call-To-Action buttons – You may see results way more successful than on a desktop version here.
Navigation – You will need to change the site navigation anyway for your mobile views.
Copywriting – Since the screen real estate of mobile devices is small, you will have a chance to momentarily focus your visitor’s full attention on your value proposition. Forms – You can experiment with the design and amount of fields, dropdowns and error messaging. Compare your site performance (visit duration, bounce rate, conversion rate, etc) for mobile visitors vs.
Use a previously-set advanced segment (where you have filtered out any non-mobile traffic) and apply that to your All Pages report. This information can be helpful in testing your mobile menus – You can bring out the content your mobile visitors want to see the most, creating a navigation menu different from your desktop version. For more information about Google Analytics for mobile platforms, see this thorough post by Bridget Randolph. Google Analytics has a separate tool for measuring and testing variations in your mobile applications.
The goal of multivariate testing is to let you know which elements on your site play the biggest role in achieving your objectives. Instead of listing all of the various testing tools out there (and by now, there are many), take a look at our gigantic list of CRO tools here.
A great tool for getting feedback from your visitors – both when abandoning the shopping cart and also when completing a purchase. The main reason for doing split testing is to maximize the conversion potential of your website. Make sure you are getting actionable data from Google Analytics – To make use of data, you need to have goals first.
Use qualitative surveys – Besides knowing what is going on, you also need to know why.
Statistical relevance – Never stop split testing before reaching a significance percentage of at least 95%. Never stop testing – No matter how well your landing pages or e-mails may be doing, they can always do better. Jaan M Sonberg has been interested in media from early childhood and has worked in the internet marketing field since 2009.


My own background is in B2B media organizations, which are mostly in the dark ages in regards to testing.
Really a good post, which comes around the most, but you say, that we should use 302 and use rel=canonical, but I thought if you use Google new tool or payed like visual website optimizer, that such things was not needed? Still, take note that it ultimately relies upon the amount of alterations that you are planning to introduce to your website. Usability Geek is a Usability & User Experience (UX) blog that provides practical and useful information. Our readership comes from various fields including those of Usability, User Experience, Human Computer Interaction (HCI) and Information Architecture (IA).
There are many factors involved in creating an efficient website and deciding which of several options will be more favorable requires live testing.
The current page is used as the control (A) sample and multiple tests are run on test (B) pages to see the results of various changes.
You might be interested in some of our older articles on AIDA In Website Designing, All About Progressive Enhancement, Landing Page Case Study, and The Flash Killer. Website Optimizer will validate the links you have input to make sure they work and generate JavaScript tags that must be installed on the pages.
I have a question for you that I’ve been struggling with so it would be great if you could help. AboutA popular Graphic and Web Design site where you can expect to see a unique take on topics, we try not to tread on familiar topics seen on other design sites. Our analysts crunch the numbers, analyze the business, conduct user research, and turn insights into high-converting designs. You will also learn valuable insights about your customers, because you will know  their preferences instead of  guessing what your customer may want. Continuously testing your hypotheses will not only yield good results for conversion rates, but will also give you a better understanding of your customers. The goal is to get an idea of which elements work together on a page and play the biggest role in achieving the objective.
It is a method for validating that any new addition or change to your webpage will actually improve it’s conversion rate. In a survey done by Econsultancy and RedEye, 74% of the survey respondents who reported having a structured approach to conversion also stated they had improved their sales. Companies often fail in web analytics because their objectives are not simple to understand or measure.
Before you start working on your data, make sure you have them defined and properly set up in Google Analytics. If you have proper KPIs and look at them periodically, you will keep your strategy on track. In this example, you could put up a survey, asking people if they have any questions that the page doesn’t answer.
For example, our experiment may have shown that a variation of our mobile landing page is not performing well. Find answers to questions like: Is there a difference between bounce rates for those segments? For example, on an e-commerce store, you can separate out people who visit more than ten times a month versus those that visit only twice.
Focus on groups of people who have delivered similar outcomes and ask questions like the ones above.
It’s good to know who your most profitable visitors are, before you start split testing.
Google Analytics will give you a lot of data, but often it makes sense to start from split testing opportunities that promise the biggest gains.
Your Analytics data can show some clearly problematic pages, like landing pages with high bounce rates, but some other areas may not be so obvious. The persuasive end includes the most-viewed areas of you site like your homepage, category pages, product pages.
If you have your funnels correctly set up, you can gain valuable split testing information from it.
An example of this can be testing variations in a checkout process step that is showing significant abandoment rates compared to previous steps.
You have probably identified many pages that perform worse than you would like them to, but if they don’t have a high volume of expensive traffic, you should not count them as priorities. Pages with more than 30,000-monthly, unique visitors can reach statistical significance  in a few weeks.
You also need to look at the most visited pages that people see when they first arrive on your site.
If your problem is high abandonment rate in your checkout process, your hypothesis for the reason of that occurring may be that “People start questioning our worth after seeing grammar mistakes ”.
Clearly defining your hypothesis will help you come up with testing variations that give meaningful results.
A well-articulated hypothesis will let your split testing results give you information about your customers. The results will give you confidence that you know what works for your site, when in reality, you don’t know more than before running the test. If we were to toss a coin 1,000 times, we would reduce the influence of chance, but still get slightly different results with each trial. An increase in conversion rates may sometimes mean a decrease in revenue, if you are not tracking the correct indicators.
No matter how well your landing pages or e-mails may be doing, they can always be doing better. Instead, you will be improving your existing design in small increments and get stuck in what is called the Local Maximum. The general rule is to update your site with the winning variation as soon as you are sure of the statistical significance of the test. If you are testing two different variations of your homepage, you don’t want the search engines to not index them. To make sure your variations are displaying as they should in different browsers, use cross-browser testing. The idea revolves around the customer taking small decisions step by step, “micro-yeses”, which will ultimately lead towards the Ultimate Yes, or the sale. The smaller sized screen forces users to focus more on what is relevant, giving you ample opportunities in the conversion area. Accessing a website on a tablet is a different experience from a mobile phone, so make sure you use extra filters for cleaner data. There are additional analytics solutions available for tracking traffic from non-supporting browsers. You will get a good overview on what pages your mobile visitors are most likely to look at.
The main difference from testing in a browser is that without putting in some thought, you will have a slower reiteration cycle.
Because the changes between pages are more stark, it will be easier to tell which page is more effective. Multivariate testing is more complicated and is better suited for advanced testers – Because MVT involves multiple variables and looks into how they interact with one another, it is more prone to reporting errors. Each tool is reviewed by an actual practitioner so you can best choose which one is right for you. It makes sense to invest in conversion rate optimization before spending money on large-scale advertising campaigns. Has studied marketing management in Copenhagen Business Academy, Denmark + advertising and imagology in Tallinn University. In fact, many canny marketers and designers are using it at this very moment to obtain valuable insight regarding visitor behavior and to improve website conversion rate. It can also be used to evaluate the impact that trade association logos and icons have on generating user trust. By using free web-based tools like Google Analytics, you can get a sneak peak into useful metrics such as the amount of time visitors spend on your website, page abandonment rates and so on.
Once your site starts to accumulate a significant amount of traffic, it is then time to execute some tests. You will require a decent amount of website traffic, so that clicks you get make a statistic significance.


In this way, it is possible to test different layouts, color schemes or graphic elements to see which may improve performance. Create alternate versions of the control page to be tested that lead to the same conversion page.
Google’s Optimizer allows you to limit the percentage of visitors who see the new version and most other tools will do the same. The disadvantage is the necessity of testing only one variable at a time, making it difficult to judge how various elements may interact. Along with tutorials and articles, we also do round ups, how-to guides, tips, tricks and cheats on all of the hot topics in the design world. Having a clear idea of what your customers actually like and prefer can do wonders for your branding and marketing in other channels as well. Set up entry surveys to find out why they are visiting your site and exit surveys to find out if their goals were fulfilled. When looking into the segments though, we may see that it is performing exceptionally well for Android users, but badly for iPhone users. A dimension can be a source where they came from (a country, URL, etc.) , technical information like the browser they are using or their activity on the site (pages they looked at, images they opened). To get actionable data for testing, you need to segment the data you have, using dimensions. Is there a difference in Visitor Loyalty between those who came from Youtube versus those who came from Twitter? If your problem is a high shopping-cart abandonment rate in the checkout process, Google Analytics will not be able to tell you that your visitors are finding it difficult to find shipping information from other pages, so they will go to the checkout process just to see that information. These are the areas of your site where you are getting the visitor interested in your product or service. Look for sudden drop-off rates in the funnel – for example if only 18% of the traffic proceeds from step 2 to step 3 in the checkout area, you have a problem in step 2. Let’s imagine that you are selling watches online and suddenly increased your prices by 25%. By not having a goal for constant improvement, you’re leaving money on the table and letting your competition get ahead of you.
These variables are simple to test, your results will be clear and your next step will be obvious. This means that you hit a glass ceiling in your design and without a big change, you will be unable have larger gains.
You just need the search engines to understand that your variations are what they are – variations of the original URL. For checking the numbers, use your split-testing and analytics packages together on every test.
In 2012, nearly 34% of US consumers purchased from a mobile phone and these numbers are increasing everyday. On a mobile device you have the opportunity to make your CTA button take 25-50% of the screen real estate.
Think of mobile navigation as a tool for helping your visitors achieve their goal and remove anything that can get in the way. You may find that your mobile visitors are looking for a different type of content than your desktop visitors. You need to upload every test to the app store and wait for your users to update their apps. Allows you to set up behavior-triggered surveys to find out why your customers are behaving the way they do. After a while your conversion funnel will be effective enough that you can transfer your winning campaigns to other media. However, other parts of your website that are not included in the above recommendations can still benefit.
If you plan to introduce more than one alteration, then Multivariate data analysis a fitter testing methodology to employ.
For instance, if you desire to improve the amount of sign-ups, then you may want to target areas like the size of the sign-up form, field boxes required in the form, etc. For example, if you are running two ad campaigns, you have to wait for a minimum of 100 clicks per ad campaign prior executing split testing.
If you already have a Google ID, you can use it to sign into the optimization site, otherwise you will be prompted to create a new account. It needs to offer the visitor some action that will cause them to click through to a second page.
The website optimizer will track each version to see which one is more likely to have the desired effect. However, if your test page traffic is too limited, it will take longer to get meaningful results. Sur une periode donnee, 50% des visiteurs vont voir la version A et 50% verront la version B.
You can also split test for single segments of your traffic, which is a part of Behavioural targeting. What products do people who come from Youtube care about more than people who come from Google? If you only work on optimizing your shopping cart views, you may not be able to fix the problem – you need to be also looking at your product and category pages.
The bottom end of your funnel is where conversion happens – Visitors buy the product, sign up or contact you. Because tests on high-traffic pages finish sooner, you can move on to the next tests faster, which will speed up your optimization process. Your conversion rates will probably drop, but your overall revenue may increase, if the demand for your product is high enough for people to still be buy. You will start seeing considerable website performance improvements after a number of different split tests. This means you should carefully think through what you want to track and test in your application before you release it.
Because your core is optimized so well, by the time you go to offline media, your campaigns will convert well enough to pay off.
In fact, it is advised by experts that you should first identify if it is the proper Testing strategy to employ for the corresponding circumstances you are working with. Most of the data we have looked at so far has been focused on the persuasive end of the funnel, but we also need to look at the bottom of the funnel.
A l’occasion de la creation d’un modele pour l’ete, Marianne souhaite ameliorer les ventes de ce modele en particulier et met en place une page evenementielle sur laquelle les visiteurs sont rediriges en premier.
Le bouton d’achat est l’element principal avec lequel les visiteurs vont interagir et declencher le processus de confirmation de commande. Marianne hesite entre conserver son bouton d’achat en noir (correspondant au style de son site) ou bien mettre une couleur plus attractive pour ameliorer ses conversions. Marc a integre un bouton d’inscription a sa newsletter sur le cote de son site et s’interroge sur le fait qu’il pourrait le proposer dans l’entete du site pour obtenir plus d’inscriptions.
Son prochain test portera certainement sur la couleur de celui-ci afin d’attirer plus de visiteurs !Cas n°3Alarme+ est une societe proposant des systemes de securite pour la maison.
Un formulaire de demande de devis est mis en place sur le site permettant de recolter toutes les informations necessaires afin de faire un chiffrage. Bien que les visites soient nombreuses, le gerant se demande pourquoi il ne recoit pas plus de demandes de devis. Une version A consiste a presenter tous les champs du formulaire sur une seule page (la version originale), une version B presente les champs repartis sur plusieurs pages, donc un formulaire en etape.
50% des visiteurs sur la periode de test sont rediriges vers le formulaire proposant tous les champs du formulaire sur une seule page et 50% sont rediriges sur une page proposant plusieurs etapes et donc moins de champs par page.
En effet, il vaut mieux faire des tests sur des elements precis (boutons, couleurs, message, taille, disposition, intitule, illustration) pour valider un element puis passer a un autre.



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