Conversion Optimization
- What is conversion?
- Conversion is a very broad term. It can best be defined as a multi-faceted process functioning to persuade visitors to a website to undertake certain actions such as filing out a form, making a purchase, joining an email contact list, etc. These actions constitute the desired outcome of an online business and differ depending on the nature of the business.
- Why Conversion?
- Although SEO is an essential part of any internet marketing plan, it is not really the end of the marketing cycle. SEO does bring visitors, possibly relevant, to a website, but it does nothing to convert them into customers, allowing these sought-after eyes to leave the website empty handed, a far cry from attaining the company’s eventual goal: making money. Relentless efforts towards bringing in visitors without any focus on customer conversions, reduces the chance of sales growth significantly.
- Conversion a la WebHEAT
- WebHEAT helps you evaluate your current website and optimize it for availability, performance, ease in navigation and persuasive content. We also optimize product pages for e-commerce sites to make them the most descriptive, illustrative and useful pages possible using the most recent strategies in the industry such as product reviews and cross selling. Through a determined focus on the end user experience, WebHEAT will effectively streamline your website, turning it into a conversion making machine! This is a scientific process that utilizes specific actions to produce the desired results.
- What’s in a test?
- Testing: A/B v.s. Mulitvariate
- As implied by its name, A/B testing compares one version of a webpage with another in order to ascertain which page is most effective in achieving the website’s goal (e.g., conversion rate optimization). While A/B testing, the web pages should differ in only on one factor, or else the cause and effect may not be correctly identified and analyzed – which means the tests may take longer and produce inaccurate results. The test pages may differ in factors such as headlines, product images, call-to action, messaging/description, color, etc.
- Multivariate testing is a methodology implemented to test multiple versions of a web page across multiple variables in order to achieve not only the best performing factors, but also best combination of factors. This allows clients in increase success rates by multiples rather than just minor improvements over time. Factors include variables which are visibly distinctive (such as colors, product images…) as well as those which are tangible products and offerings (for example, a different order threshold, price point, different discounts, payment options, call-to-actions, etc.). The biggest advantage this testing method has over A/B testing is the ability to concurrently conduct various tests while acquiring data that is statistically significant. This results in a considerable reduction in time.
- The WebHEAT approach: A Combination of A/B and Multivariate methods: WebHEAT uses the Multivariate test in conjunction with the A/B test. A/B testing is used to either eliminate options in order to develop optimal templates on which further advanced tests need to be performed for overall optimization (messaging, color, price points, offers, etc.), or to finally choose between two different options developed through Multivariate testing.
- Testing: A/B v.s. Mulitvariate
- For a more detailed explanation as to why Conversion is important to your business, click here to view our Conversion Rate Optimization Whitepaper.
