Conversion Research and Testing require a well-thought-out process, from setting clear objectives to digital analytics and data analysis. This article covers everything you need to know to get started with a conversion rate optimization (CRO) program.
Creating a clear testing plan helps you establish your objectives and ensure that everyone involved is on the same page. It also makes it easier to evaluate test outcomes and learn from them.
Some common mistakes that businesses make during CRO include testing too many elements at once, ignoring statistical significance, using unrealistic data, and not analyzing data effectively. These errors can negatively impact your business’s conversion rate and ultimately your revenue.
Conversion Research and Testing: Data-Backed Improvements for Better Results
To avoid these mistakes, make sure that you set realistic goals and test your website with realistic data. Using realistic data means that you use a data format that accurately represents the behavior of real users and allows you to verify that a specific process is producing the expected output.
This is especially important for high-value interactions such as form submissions and clicks on buttons. Testing both input and output data can help you pinpoint problems such as incorrectly coded forms or a button that doesn’t work properly.
Another way to reduce the risk of making a costly mistake is to prioritize hypotheses that are in line with your team’s skills and bandwidth. For example, if you have an engineering team with the ability to implement changes on your site, it’s better to focus on tests that require their input than on those that do not. Finally, it’s essential to monitor and continuously improve your tests over time. To do this, Contentsquare provides dashboards that give you a bird’s eye view of your most critical metrics and allow you to effortlessly zoom in on session replays, heatmaps, or user feedback to see exactly how your tests are performing.