The best way to increase your conversion rate is through experimentation and iteration. Making small improvements continuously over time leads to the strongest results. Measuring the result of your efforts is imperative.
Getting a high number of users to complete a purchase or signup indicates that you are constantly improving. This requires a strategy to measure key performance indicators. You should be keeping track of important metrics, and watch when they improve based on changes you make.
Here are some practical tips for increasing conversion rates.
1. Run A/B split tests
Experimentation should be a constant part of your digital strategy. You should always be running tests on your website.
Start with a list of hypotheses about what could make your website perform better. Here are some ideas.
Come up with a set of metrics that will let you know if things are improving. Examples include measuring when users click on an add-to-cart button, land on a check out page, complete a purchase, or sign up for a mailing list.
Use SplitWit to create experimental changes, track key metrics, and measure results. As time goes on, you’ll continue to learn what makes your website better and will keep growing.
2. Build on top of improvements
Once your A/B split test has reached statistical significance, SplitWit determines the experiment’s effectiveness based on the metrics you set. If your hypothesis was correct, and the changes improved your conversion rate, you’ll know to make them permanent. But, that should not be the end of your A/B testing strategy.
When one experiment ends, you should get ready to launch another. Run a new test that improves upon what was learned from a previous experiment.
For example: If you found that changing the color of CTA buttons increased your click through rate, next try changing the font-style of those same buttons. As you continue to iterate, you’ll keep learning and refining what works best.
3. Revisit assumptions over time
Testing and change should be a continuous process, and part of your default strategy. To continue to increase conversion rates, spend time revisiting experiments you ran in the past. As time goes on, things may have changed with your users and the market.
Previously, one of your hypotheses may have been wrong – but now would prove true. It’s also important to re-validate the changes you made permanent, to make sure they still serve your business.
Try re-running one of your past experiments that failed in the past. Maybe now, it’ll work out. Continue to grow your learnings, build your business, and increase your conversion rate!