By Kevin Plankey
January 20, 2022
Every marketer responsible for website conversions would love to have more of something. That something could be more leads or maybe it’s more purchases. But regardless of what that something is, you need the power of conversion rate optimization.
If you are not optimizing your site via A/B testing, you are likely not making the most of your online presence. So where to start? This checklist will walk you through the basic steps to optimize the effectiveness of your site, better engage your audience, and improve your website ROI with no technical experience required.
1. Testing and Experimentation
Common methods for running controlled experiments on websites range from simple A/B testing to sophisticated multivariate testing. In A/B testing, compare two or more versions of a page to determine which factors increase conversion and improve the customer experience. For example, one or two new versions of a hero image might compete against the original hero image. Multivariate testing, on the other hand, is like running many A/B tests concurrently, where there are multiple elements being tested at the same time. It’s important to understand that multivariate testing helps measure the interaction between multiple independent elements of a user experience as well as understand and optimize how elements of your site work together.
2. Personalization and Targeting
It has often been said that when you optimize for everyone, you optimize for no one. That’s why it’s important to target. While some segmentation is better than none at all, demographics tend to be weaker predictors of future behavior than more dynamic behavioral characteristics — the real actions someone takes during a visit to your site. So when optimizing for a behavioral objective, such as “proceeded to checkout,” you’ll see more reliable results faster by focusing your A/B testing on those visitors who are in the appropriate behavioral segments.
3. Speed is King
4. Mobile Optimization
Mobile optimization using A/B testing and multivariate testing has been proven to be one of the most effective and immediate methods to increase visitor engagement, mobile application adoption, and content consumption. A/B testing a subset of existing, highly-trafficked content on a targeted mobile audience can provide a low-cost and low-risk stepping stone towards mobile optimization. A/B tests have proven that showing mobile users content that is specifically tailored for mobile devices improves the user experience, makes the site stickier, and ultimately, increases conversion rates. With mobile targeting, marketers and analysts are able to A/B test, measure, and deliver the content, layout, and promotional offers that are most effective for each mobile device category.
In closing, the bottom line is this – by implementing an optimization program on your web and mobile sites, you will deliver a better experience to users, which in turn will help you meet and exceed your marketing goals.
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