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How to Construct a Conversion Rate Optimisation Test

How to Construct a Conversion Rate Optimisation Test

After reading part 2 of our CRO series, you’ll have a basic understanding of how to gather sufficient data, analyse that data and begin testing. But CRO tests can be fairly complex, so we’re going to explore them a little further in this post.

Read on to discover how you can construct a conversion rate optimisation test and how to interpret the results

What should you be testing?

A/B testing is the main test used for CRO. An A/B test alters one variable to produce two or more versions of a webpage. The different versions are then run simultaneously to see which variant produces the most conversions. But before getting started with any tests, it’s important to know and understand what you’re testing and why…

Your data collection and analysis will have left you with a set of goals for your ecommerce site. Whether that’s to improve the checkout page, include more specific words and phrases or give customers an incentive – you should be aware of the problem areas.

Coming up with a list of variables to test is the easy part. Prioritising them in terms of importance can be more difficult. Without knowledge and experience of what works for ecommerce sites, your priorities may be based on guesswork. Take a look at our ecommerce usability testing service for more information about how this works.

Setting up the test

Running the tests can differ depending on the software you choose. Google Content Experiments, Visual Website Optimizer, and Optimizely are some of the most popular choices. Or, of course, you can leave it to the specialists. At Fluid Digital, we take care of everything from research and results to implementing and monitoring changes, so you can rest assured that your site is in good hands.

Aim to run your tests for at least 7 days and until there is a significant result. Put simply, that means when the altered page has a 95%+ chance of beating the control page. That way, you’re not making any changes unless they’re almost certain to improve your site’s conversion rates.

Interpreting the results

The results from you’re A/B tests should be focussed on your top priority. If, for instance, your main goal is to increase sales, you should base the results on the number of customers purchasing products, not the how many people clicked on a ‘learn more’ button or made an enquiry.

Also, remember that the size of the webpage and amount of traffic your site gets determines how long you’ll need to run your tests for. If you have a small amount of traffic and a small improvement in conversions, you’ll need to run the tests for longer to determine a clear result.

Conversion rate optimisation with Fluid Digital

Does the thought of finding software, gathering data, running tests and analysing results fill you with dread? For some, having a team of experts take care of all the hard work for them is ideal. If you’re looking for specialist CRO services, get in touch with Fluid Digital today. Simply tell us about your company and your goals and we’ll do the rest.

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