Simple Optimization Tests Everyone Can Run

Doing engagement and conversion optimization can get pretty complex, especially when it involves multivariate testing on live e-commerce websites. But, there are so many things that even small websites can do, without an expert, to help increase the number of conversions, sales and visitor engagement.

We often talk about some really advanced topics here on Marketing Land, but I constantly find companies either doing nothing or trying to run really advanced testing without having even tried the basics.

Five Simple Ideas For Improving Conversion Rates

I wanted to highlight some of the elements that every business should always be testing. These tests are simple to set up with a minimal amount of effort and without tech support. So, let’s get right to the good stuff.

Testing Fonts. Discussed frequently but often overlooked, this is a really simple test that can have a big impact on visitor engagement. I’ve tested fonts on large and small sites alike, and almost every time I run font testing (increasing size and spacing when the fonts are 11px and below), I regularly get at least a 30% improvement in bounce rate and time on site. It’s just easier to read. I still like the look of smaller fonts personally, but larger fonts are simply better for most audiences.

Optimizing Calls-to-Action. Again, another simple thing that can be tested without an expert’s help. With call-to-action testing, you can move your CTA to different locations, change the color and design, adjust the messaging — there are a nearly endless number of options. The idea is finding what works best for your audience.

Changing Out Headings. Your content heading must match the page material — but it must also capture the attention and grab the interest of your readers. Your heading needs to be large and readable enough that visitor eyeballs pretty much go straight to it and begin consuming the awesome content you’ve put together.

Trying New Banners. You should regularly change out your main site banners if you sell a product or service. Please don’t do rotating banners. These simply don’t work as effectively at drawing in your audience. Keep your message focused on why the person came there in the first place.

Building Better Landing Pages. If you run landing pages, these most likely generate a big percentage of your overall leads. But, they can always perform better and lower your cost of acquisition. Try different designs, wording and forms. Simpler tends to be better, but sometimes the long page or multi-step landing page wins out. Experiment to see what works, and even when you fail, you’ll learn something about your audience.

Three Simple Tools To Run These Five Simple Tests

So, if these tests are easy to do, what are some tools to quickly get set up? The following three are the easiest that I have found for A/B and Multivariate testing.

Optimizely. Optimizely integrates with your existing website and landing pages. It uses a few lines of JavaScript installed on your site. Don’t worry, you don’t have to know any programming language — installing it on the website may be the only thing you have to ask IT to do for you. Once installed, you can run tests across your website and make changes within Optimizely rather than directly on your own site.

Visual Website Optimizer. VWO has a lot of great features to take advantage of, and its A/B and Multivariate testing tools are quite easy to use. It uses a few lines of JavaScript, similar to Optimizely. It also integrates with Google Analytics so you can get more information about your tests in GA.

Unbounce. Unbounce is a good tool if you don’t have the ability to easily do anything with your own website. Sometimes, it’s just too hard — but as a marketer, you need to do something. Well, Unbounce is a great place to go to direct your digital campaigns for conversions.

Always Test The Obvious

With these few tests and their variations, you can make a lot of easy progress in improving your site while learning about optimization and about your audience. One thing to remember with these basic tests is that you always want to run them. Always try and find ways of improving engagement and conversions, and you’ll take the guesswork out of growing your business online.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About The Author

John Paul Mains

John Paul Mains is Click Laboratory's Chief Scientist, where he leads the company's engagement and optimization teams. He has 20 years of experience in web design, online marketing, customer analysis and lead generation.