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Web Design Utilizing Conversion Testing Principles

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How can you improve your web design? By utilizing conversion testing principles you can dramatically improve the quality of your web design by letting your customers tell you what\'s good and what\'s not good.

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Successful web design requires a commitment to testing. Testing means measuring your websites conversion rate which is the rate at which visitors buy a product, generates a lead or signs up for a newsletter or any other goal and then trying to improve that by making changes to the website and measuring how visitors react to those changes.

The value of a higher conversion rate means not having to generate more traffic to your website which saves money and increases your return on investment. There are four principle elements to conducting a web design testing program.

• What is the right question?

• What are the correct measurement metrics?

• What part of the web design should be changed?

• Measure and analyze results.

What is the Right Question?

Being specific about what to test is a critical first step. All comparison testing or rather A/B testing must start with the question of "which" rather than "what". "What is the best landing page" should become "Which is the best landing page" and "What is the best image" becomes "Which is the best image". Observing how visitors respond to choices is the principle element of the testing program.

What are the correct measurement metrics?

Determine what you are trying to accomplish by considering what you want visitors to do when they get to your website. Are you trying to sell more products or attract more newsletter sign ups? There are basically four issues that you can measure.

• The source of the action

• The amount of the action

• The nature of the action

• The results of the action

For example, who visited your website/page is measured by the number of unique visitors. What did they buy or sign up for is measured by the number of orders, the average value, the increase in subscribers. What did they do when they were on the website is measured by the number of page views, the time spent on page, the specific pages visited.

What should be changed?

What web design elements are going to be changed that will be measured. If you are testing the performance of landing pages then how will each landing page design be different from each other? The existing page should be the Control page and other pages compared to that standard. Small changes may not produce a statistically significant result. The objective is to produce a significant improvement in the performance of the landing page so try major changes to the web design such as the key graphic/image, a different call to action, position of these elements on the page.

Measure and Analyze Results

After measuring the results, determine what the effect will be and what your next test will be. The "best" option should become the Control for the next test. In this way your web design concepts undergo continuous improvement. It is important that you keep records of the tests and the outcomes so that when unexpected outcomes occur then you can look for unforeseen errors or insights. The lack of a significant difference in the test results is an important data point. It can tell you the variable being tested is not important to your customers and that is a valuable piece of information learned about your customers and should direct you to your next test to find out what is important to your customers.

Most businesses do not take advantage of testing their web designs to improve their business. This is a lost opportunity to increase revenues. The cost to increase revenues without increasing conversions is the cost to increase traffic and there you must compete with and overcome competitors. You must double traffic to equal a double in conversion. The industry standard average conversion is only 2% so an increase to 4% represents twice the return with anymore traffic. Remember, to get there you must test and test and test.

Article Source: Website Makers

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