You Should Test That: Conversion Optimization for More Leads, Sales and Profit or The Art and Science of Optimized Marketing

Chapter 3

Prioritize Testing Opportunities

Data is what distinguishes the dilettante from the artist.

—George V. Higgins

You’ve decided that you need to use conversion-optimization testing to improve your conversion rate. But where should you start?

You may be managing a website with many dozens, hundreds, or thousands of pages. You can’t test all of them at once. With limited time and resources to commit, the prioritization of those test opportunities is an important part of your optimization planning.

Even if you had unlimited resources to plan and create tests, you’d face a limiting factor in your traffic volume and seasonality. As you’ll see in Chapter 12, “Analyze Your Test Results,” your tests need to collect enough visitors over an appropriate ...