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Conversion Optimization by Ayat Shukairy, Khalid Saleh

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Creating a Successful Test

Tools are useless without people who can properly run them. Most testing software allows marketers to create and start simple tests in a few hours. But that is the easy part. Designing successful test scenarios, assessing results, and creating meaningful follow-up tests are ultimately where many companies fail.

Poorly designed experiments can take years to complete. Even worse, they might not provide concrete insights to which elements will convert more visitors into customers. Imagine a case where you plan to test different headlines on a page. You start by coming up with 10 possible headline variations. What criteria are you going to use to determine which headlines you should test? Why not test all 10? You will most likely find yourself relying on guesswork to determine which versions to include in the test. The same logic, of course, applies to all the elements you want to test on the page. Without being judicious with test scenarios, we have seen clients attempt to test millions of combinations.

Testing is only one important component of any optimization project. It should take place after you have completed other, equally important stages of optimization work, such as persona development, site analysis, and design and copy creation. Each of these elements provides a building block toward a highly optimized website that converts visitors into clients.

Test Hypotheses

Successful testing starts by creating different hypotheses to explain why visitors react ...

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