Learn More About Visitors to Your Website
Updated: Aug 2, 2022
Why test your web design and web elements? To optimize your website’s conversion rate, whether it’s increasing engagement, sign-ups or sales. But testing has a more important benefit: gaining valuable insights about visitors to your website and their behavior that can be leveraged to sell more. Testing to improve usability is a process that requires thoughtful planning, ultimately impressing visitors and encouraging them to do business on your website.
The key to successful testing is having specific conversion goals. If you are generating interest about a service, then you should test for lead optimization. If you are working on an e-commerce site, then your testing efforts should be to improve revenue through the conversion funnel. Note that this goal will not pertain to all pages; your landing page should still have a click-through or engagement goal. You’ll also need to determine if A/B testing or multivariate testing fits your needs. For simplicity, I will assume you will choose A/B testing.
After creating goals, you can create meaningful variations by changing call to action text, images, buttons, redesigning pages or anything else you can think up. Research your analytics data to find leaks in your website. Look for the pages with high bounce rates and design variations to increase engagement on these pages. For e-commerce sites, test to improve the checkout process to reduce shopping cart abandonment.
Be creative with your variations as changes towards simplicity can dramatically increase conversions. Case studies have shown that variations with straightforward headlines and a redesign with larger screenshots can significantly improve conversion rates.
It is also important to remain consistent by running the same test across several different pages. If you’re trying to improve visitor sign-ups, then create variations across every page with a sign-up form (including the pages that get minimal traffic!). This is a great way to be sure that the test yields consistent results. Ideally, a test on a page will yield one superior variation that you can implement on your website. However, that’s a best case scenario and will not always happen. Truthfully, finding the best variation is not your primary goal when you’re testing; you’re looking for ways to improve business on your website by finding patterns in user behavior. These patterns can then be leveraged to improve your website’s usability so that satisfied visitors will reward you with repeat business and do word-of-mouth marketing for you!
While the primary goal of testing is to improve conversion rates, that is just a screen for increasing your website’s profitability. Your efforts are meaningful only if you are receiving more interest or generating more revenue from your website! Be sure that you are tracking important metrics like revenue alongside your existing conversion goals.
So test early and often; it’s the only way to get into the heads of your visitors to your website and you will be surprised by the results!
Anish Kothari is associated with Wingify, the company behind the world’s easiest A/B testing tool: Visual Website Optimizer. Thousands of business worldwide (including Fortune 500 companies and SMBs) use it daily to increase their online sales and conversion rates. For interesting tips on conversion rate optimization follow us on Twitter @Wingify.