The Power of Conversion Optimization
We “solve the math” of profitable customer acquisition by improving conversion of website traffic into paying customers.
Our Conversion Design Service was designed expressly to solve this key area of improvement for our clients who didn’t have the necessary internal resources for rigorous, data-driven testing. Now our service expands beyond just our paid digital clients.
We Do The Heavy Lifting For You
Planning. Creating. Implementing. Monitoring. Optimizing.
It’s one thing to talk the talk (we say we’re good–and we are), but it’s another to walk the walk (we back it up with results). Our case studies highlight just a few of the many tests we’ve conducted for our clients illustrating our successful process and outcome. We encourage you to read them and see for yourself!
As A/B testing becomes more common, there are still common misconceptions.
Myth #1: A/B testing and conversion optimization are the same thing.
Not exactly. Conversion rate optimization is a structured and systematic process of increasing the percentage of visitors who complete the action the website wants them to take. A/B testing is one of many conversion optimization tools that helps uncover what is or isn’t working to help make necessary changes and boost conversions.
Myth #2: The more tests, the better!
Many think the more tests you run, and the faster you run them, the more likely you are to get a win and prove the value of A/B testing. If you focus on speed of testing, you are less likely to spend time structuring your tests and miss out in insights. This also sacrifices your ability to really validate and leverage an idea – if you see a quick conversion rate lift you may not have explored the full potential of that idea.
Myth #3: You must run a test until it reaches statistical significance.
It may never happen, but that doesn’t mean you shouldn’t A/B test. There are other factors you can use to gain insight on an A/B test. Check your graphs, you are able to discover more information about your conversion rate and ROI – is the conversion rate difference stable over time? Did it remain stable through a business cycle? Also review the potential for a lift, especially when considering the ROI.
Myth #4: An A/B test is only as good as its effect on conversion rates.
Your main success metric should be linked to your biggest revenue driver. You should also track other relevant metrics and set up as many relevant secondary goals for each test to gain the most insight to your page data. Your conversion rate and secondary goals data can be used to create follow up experiments, identify pain points, and create a better understanding of how visitors move through your site.
Myth #5: Inconclusive tests are total failures.
The success rate for A/B testing is marginal. And, many people believe that tests that make no real statistical difference are just a waste of time and resources. You’re not alone. Inconclusive tests aren’t failures, in fact they give you an opportunity to put your attention toward things you’ve missed and point you in the right direction.
Myth #6: Once your test is over, results will remain constant.
Test results a re a snap shot of you’re A/B test performance over a specific time period. Results are never constant, they keep changing. Your visitor’s intention about coming to your site can change; it makes sense to periodically monitor the conversion rate of your test’s winning variation. With continuous application of optimization best practices in each A/B test, your page and site overall will see gains.
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Our first clients are still with us 15 years later!
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