The more testees, more selling. This forceful is the message that launches the report Econsultancy and RedEye, “Conversion Rate Optimization”, after interviewing more than 1,000 customers and digital marketing agencies. Companies that fail to improve their conversion rates have made 50% more test and analysis on their pages than those who have not experienced any increase in their conversion rates
The difference in turnover is even clearer. Companies with the largest increases in sales have made more than triple test data than average. In most cases, are made one or two Multivariate per month (60%) test, although a small proportion of companies (6%) make up 10 per month, while another 7% who does not perform any test.
Measure, test small improvements and remeasure (trial and error) to see the results obtained are a premise. E-commerce companies are those that are more experienced, and they know best that this rise a few tenths their conversion rates can translate into a more than considerable revenue volume.
His greatest interest, according to the data of this report is to test possible improvements that can be made on their websites. So they say 70% of respondents agencies and clients. 60% do test on your email and another 59% check the landing page optimization to maximize your results. Instead, test search ads are relegated to fourth place (50%).
Buttons call to action are those of greatest interest and first want optimized.As in last year’s report, is the element of the web on which more test are performed (74%), followed fairly close to the design of the page (70%), the text itself of the call to action (65%) and web browsing (61%).
Although Econsultancy does not offer reasons, it does point out that the checkout process has experienced a remarkable decline in the last year and employers are 5% less likely to perform test on this part of the purchase in e-commerce. Agencies also do a 9% fewer checks to improve the checkout.
Where do you get ideas for the test?
Most companies, 68% said that decides what changes prove by reference analytical results. Another 55% use ideas and suggestions of its own employees, or articles, white papers or blogs to guide them about the improvements that more benefits could report to you. Also 53% of companies take hold of studies and surveys to users of its pages.
Agencies and clients do not perceive equally the challenges you this action.Decide what is going to test is part of the more difficult for agencies (32%), followed by the launch of the test itself (26%) process. Entrepreneurs, however, find it more difficult to start the test (27%) than in locating those elements will change (21%). In addition 13% of them understand that the analysis of the test results is the most complicated phase.
Keep in mind that in a ecommerce, the conversion rate is crucial. It is true that analyze what is wrong and try alternatives to see which reports more benefits requires time and resources. But find out where we can improve and optimize the page is a good investment if doing so we can improve the conversion of the page. So who really will be designing the web, the landing page or the checkout process, will be the user himself, who with his decisions indicates what is most comfortable, calls attention or, ultimately, prompts him to buy.