Measuring Conversion Rate Optimization Efforts
And now it’s time to measure your conversion rate optimization efforts. This step is a vital step in your conversion rate optimization plan.
It is tempting to gather all the necessary customer feedback and start making a bunch of changes to your website all willy-nilly and whatnot. Luckily you’re reading this guide… more importantly you’re reading this sentence where we’re telling you: THAT’S WRONG!
Make Tiny Changes
Although “tiny” is subjective based on the specific conversion you’re focusing on, the modifications that you should measure and make to your website should be small.
Here is an example. Imagine if you learned that your customers feel that your onboarding process on your website is too difficult. The common approach is to attempt to simplify as many things as possible within the process.
However, a better approach in this example first would be to divide each step in your onboarding process. And then within each step, make a small and measurable change. For instance, you may change the sign up form to have 3 fields instead of 8.
Keeping the changes tiny, makes measuring the effectiveness of these changes much easier. You’ll clearly be able to tell if specific changes actually have a positive effect.
Now it’s time to learn if the tiny change you made had an impact. This is where your analytics and A/B testing tools shine.
Tools such as Optimizely simplify the process of A/B testing the many visual components of your website. Using the sign up form example from earlier, you could A/B test having 3 form fields vs 8.
This combined with your analytics data paints a clearer picture as to how your conversion rate optimization efforts are working (or not working).
It’s important to keep in mind that when you’re running your tests, you should ensure that your sample size is large enough. A good number is at least 100 people who experience both versions of your A/B test. A larger sample size is important so that test results are consistent vs being a fluke.
Yay, my test was awesome!
Congrats, the tiny change you put in place moved the needle in the right direction! So what’s next?
Well, now it’s time to repeat the process with the next tiny change on your list. If you’ve reached the end of your list, then perhaps you can cycle through your list again and also think about other places on your website that can benefit from the successful changes you’ve already made.
Ugh, my test sucked!
Not all changes that you make yield positive results. When your changes are unsuccessful there are a couple of things you can ask yourself.
- “Did I make the right changes?” Maybe 2 form fields on your sign up form works better.
- “Did I ask the right questions in my customer feedback survey?” It’s possible that your questions were too general and didn’t probe your visitors enough for more specific answers.
This more than likely means you need to make different changes and perform new tests. This could also mean that you need to conduct new surveys.
Rinse and repeat
Hopefully you have an extra room in your house because conversion rate optimization is going to become your new family member.
Conversion rate optimization is an ongoing process because there is always room for improvement and you should always want to increase your conversion rate.
Yes, it’s tedious and it can be boring. But conversion rate optimization is also cheaper than sales teams and more efficient than marketing.
The good news is that once you have a repeatable process in place, you’ll be well on your way to generating more revenue from your existing visitor or customer base!
- Tiny changes are ideal. In order to easily know what really works, tests should be done on small specific changes.
- Use a large enough sample size for your A/B tests
- Conversion rate optimization should be an ongoing process at your business