It's critical to only make one change at a time. The only way to truly evaluate your conversion funnel and your marketing campaign is to obtain data directly on the behavior of your customers. Now you have your independent variable, your dependent variable, and your desired outcome. Use this information to configure the unchanged version of what you're testing as a control scenario.
If you're testing a web page, this is the unaltered page as it exists. If you're testing a landing page, this would be the landing page design and text you'd normally use. It also helps you avoid the pitfall of case studies. That's when people read case studies and copy the above tactics, not knowing for sure if they will work for their own business.
As noted above, testing too many elements of a web page together makes it difficult to determine which element most influenced the success or failure of the test. In the e-commerce sector, Amazon is at the forefront of conversion optimization, partly because of the scale at which it operates and partly because of its immense dedication to providing the best customer experience. You can perform this test on the call-to-action button, messages, page headlines, or the position of page elements (such as forms). Previous research suggested that the use of “free” in the text of the CTA would generate more conversions and that text that specified the type of content offered would be useful for SEO and accessibility.
While the test is running, make sure that it meets all the requirements to obtain statistically significant results before the shutdown, such as testing with accurate traffic, not testing too many items together, testing for the correct period, etc. For your optimization efforts to be fruitful in the long term, they must form a cycle that roughly begins with research and ends with research. The main advantage of this approach is that the Crazy Egg algorithm will automatically start funneling most traffic to the winning variant, so you won't have to review the test frequently or worry that you might be directing people to a less effective version of your current content. Try out as many ideas as you can, such as adding lots of white space and high-definition images, including product videos instead of images, and testing different designs.
Once the test runs for the stipulated period of time, stop the test and begin analyzing the data thus collected. You can try different types of social proof, their designs and locations to understand which one works best for you. This tells search engines that this redirect is temporary (it will only be active as long as you continue performing the experiment) and that they should keep the original URL in their index instead of replacing it with the destination of the redirect (the test page). In addition to the actual words that make up the content, the length of the content also influences conversions and, therefore, can and should be tested.
Then, you would test these two versions by showing each of them to a predetermined percentage of site visitors. After learning about what elements of the website to test so that your company's metrics move in a positive direction, let's go ahead and learn about the different types of testing methods and their advantages.
