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Module 5-- testing-- how many times have you started to optimize your site to increase conversions, but failed? You know where the issue is and you try to fix it but your conversion rate still doesn't go up. Of course, there must be something you're not getting right. Is it because you're trying out ideas but not really testing them? When you make a change, are you testing a few different versions? Google has another great tool for this-- Google Optimize.
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Using Google optimize, you can easily run tests on which language and images convert more of your visitors into customers. We are going to assume you have Google Optimize installed and have included an instructional link to guide you on that. When installed properly, Google Optimize gives you a visual editor to create and run tests. You can head over to optimize.google.com, and create a container.
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Click into the container, and create an experience. Name your experience, and you will see the tests you can run. For this example, we will run an AV test. When it comes to split testing, we usually have two elements-- namely, the control page or element, this is often the original or first page or element that you created, and then the challenging page, you can assume that the control version or original version of your site or single element is 100% perfect.
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You need to create another variation that will challenge the original during the test. Now you're going to add your first variant. We generally believe in limiting the number of variance because if you have too many variables, it will be hard to know which one made the impact. Once you create the variant, you can set how much traffic weight you want to give each one. Go ahead and click Edit to load the visual editor. Now you can actually select elements of your site to edit.
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For this example, we're going to edit the main headline to see which resonates better with customers. On this page, you can also setup page targeting. For example, only showing this test to users who hit a specific page. Be sure you're linked to your Google Analytics account so you can setup objectives and add goals. Now you can let this experiment run. Be sure to let it run until you reach your traffic goal so you can get clear results.
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Which headline resulted in more page views or longer session duration? Once you have an answer, you can set your main headline to the winner and create a new experiment. Maybe you want to test the language on your navigation, or which image performs better. The test you can run are endless. And with the help of a developer, you can actually edit the underlying code. You don't have to be an expert in testing to gain valuable insight.
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If you understand how to run the basics of an experiment, you're on your way. Overall, you need a plan that helps you design and experiment effectively. You need to define which elements of your page are actionable, and which you want to test. These could include position of buttons, text images, color, et cetera. Especially important are icons and navigation structure. Note that doing AV testing without considering your online business goals and user behavior can lead to inefficient testing.
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For this reason, ensure that your primary goal is always at the forefront of every testing campaign that you design. Focus on actionable metrics, not the ones that boost your ego. Vanity metrics are only as good as the results they generate. Your CRO audit is to provide a baseline from which you can build your structured plan for testing and improving your conversion rate.
