Conversion Rate Optimization Testing

Conversion rate optimization, or CRO, focuses on improving the percentage of website visitors that complete a desired goal or action. From an eCommerce standpoint, this often means optimizing the percentage of customers that make a purchase. CRO utilizes testing and optimization tactics like A/B testing and multivariate testing to determine which page elements most impact conversions.

To begin with, you should A/B test headlines and page copy.

Create two versions of a page with minor differences in wording, then show an equal number of random site visitors each variation. Analyze which performs better to determine the most effective copy.

Similarly, you can test call-to-action buttons .

Create multiple button styles and colors, and feature different action wording like “Buy Now,” “Learn More” and “Register.” The button design that converts the most visitors becomes your new standard.

Furthermore, you should A/B test images within article text and product pages (Easton, 2020). Switch up product photos and illustrations between tests to see which visuals optimize conversions. Make the highest performing images permanent.

You can also test web form fields for optimization . Too many fields can lower conversion rates. Test pages with varying numbers of fields to identify the ideal balance of capturing necessary information while minimizing barriers.

In addition, consider multivariate testing. Show visitors variations of multiple elements simultaneously – like headlines, copy, images and forms – to determine the best combinations for high conversion.

In summary, implementing A/B testing, multivariate testing and other CRO tactics across your website reveals which page elements – from copy to colors to forms – maximize conversions and sales. Maintaining a test-and-learn approach reveals factors hindering outcomes as well as those generating results. Optimize high-converting page variations, then design new pages to mirror proven formulas that work. Regular testing ensures your conversion optimization efforts stay up-to-date as customer preferences and behaviors change.