Conversion rate optimization testing – or CRO testing – is the process of increasing the percentage of visitors to a web page who complete a desired action, such as making a purchase, signing up for a newsletter, or filling out a contact form.
CRO tests are a fundamental aspect of any CRO strategy. By using metrics and test results from your tracking tools, CRO testing enables you to see what works best and what might improve your website’s conversion rate.
For the most part, any action should relate to your key performance indicators (KPIs). So make sure you understand which actions are meaningful before you try to optimize conversions.
In this article, we’ll discuss the benefits of CRO testing, various types of CRO tests (e.g., A/B testing, multivariate testing), app options you can use, and how you can set up your own website for the best possible results.
The Benefits of CRO Testing
First, let’s make sure you know your conversion rate. Simply divide the total number of users that took the action you sought by the number of users who had the chance to do so. Multiply that result by 100 to get a percentage, which is the conversion rate. For example:
- 2,000 people bought your product
- 50,000 users visited your product page
- Divide 2,000/50,000 = .04
- Multiply that by 100 = 4% conversion rate
The definition of a good conversion rate depends on your industry. We know that better than ‘good’ is higher. That’s why CRO testing has become a table-stakes investment for companies. Conducting CRO tests can profoundly impact a website's conversion rate and lead to more sales and higher revenues.
Here’s a brief explanation of the benefits you gain:
- Improved conversion rates: The primary benefit of CRO testing is improved conversion rates. By testing different elements on your website and making changes based on the results, you can increase the percentage of visitors who respond positively to your call-to-action (CTA).
- More leads and sales: Improved conversion rates gets you more leads and sales for your business. This is a critical need for e-commerce companies where a change of statistical significance can mean the difference between the company’s failure and success.
- Increased ROI: CRO testing can increase the ROI of your campaigns. The more successful your campaign, the better you are for your investment.
- Better audience understanding: CRO testing can help you better understand your target audience. By testing different elements on your website, you can learn more about what your audience wants and needs and make changes to better suit whatever they require. This is fundamental for all companies, but especially so for SaaS companies that need to be of continuous value, so no one drops their subscription.
These benefits are important for any business, but how you conduct your CRO tests depends on what is most important for you. Let’s talk about which CRO testing strategies will work best for your company.
The Different Types of CRO Testing
There are many different types of tests that you can conduct in the process of conversion rate optimization. Some of the most common types of CRO testing include:
- A/B Testing: A/B testing is when you compare two versions of a web page to see which one performs better. A/B testing is often used to test different versions of a landing page to see which one converts better, but it doesn’t need to be limited to the conversion or checkout page. A/B testing is relevant at other stages in the customer journey of your site.
- Multivariate Testing: Multivariate testing is a type of CRO testing in which you simultaneously test multiple versions of a web page. Multivariate testing discerns different combinations of elements on a web page to see which combination converts the best. In a sense, it’s A/B testing done even faster so that, for example, each website visitor gets a slightly different experience you can track.
- Usability Testing: Usability testing examines how easy it is for users to use your website. It's ideal for evaluating the navigation of a website or the checkout process of an e-commerce website. This includes heatmap testing to see where users prowl around on your site leading up to a conversion. Data analysis of this type of CRO testing can offer deep insight into user behavior as well.
- Split Testing: Split testing is a type of web page testing in which you compare two different versions of a single page at the same time. Split testing is often used to test different versions of a landing page or product page to see which one converts better.
All of these types of tests are useful to get your website in fighting shape to close more sales and drive more conversions. Any or all of these techniques can help improve your conversions. The best way to find out what works for you specifically is to experiment with them. So, let’s talk next about how you can launch these tests with apps built specifically to help you optimize your conversions.
How to Pick a CRO Testing App
You can use many different types of testing software to implement CRO tests on your website. Most are good A/B testing tools and have the functionality for most of the above CRO tests but check out the feature set for each one to determine which one will work best for you.
- Google Analytics (GA): Google Analytics is a free tool that tracks the traffic and conversions on your website. GA is ultimately best at tracking your sources rather than conversion actions, but it may be enough for small companies.
- Hotjar - Hotjar is a great complement to GA. If GA tells you what is happening on your page, Hotjar is more about telling you why. You can watch full sessions of user interactions and even have Hotjar gather direct feedback from website visitors when they run into trouble. A free version offers you basic heatmaps and insight into where customer journeys end prematurely, but the paid version provides deep analysis of every roadblock, page bounce, and suggestions on how to fix them.
- Optimizely: Optimizely is a paid tool that helps users create and run A/B testing on their websites. Optimizely also has excellent integrations to bring heatmaps, analytics from GA, and marketing automation tools so you can get a complete picture of your conversions.
- Visual Website Optimizer (VMO): VWO is another paid tool you can use to administer A/B testing and multivariate tests on your website. VWO allows you to easily create multiple versions of your web pages and analyze their performance to determine which one receives more views.
- Mixpanel: Mixpanel focuses heavily on conversion and engagement data that is highly detailed. There is a lot of setup involved, but it’s a powerful tool if you can invest that time upfront.
- Crazy Egg - One of the earliest tools in this space, Crazy Egg is still well-liked for its heatmaps and scrollmaps that can be had for lower pricing than a lot of other tools out there. The interface is a little dated, but it’ll deliver useful results.
- Full Story - FullStory is a lot like Hotjar, but with excellent mobile tools but no feedback surveys. Used in tandem with its companion app, FullSession, it’s a powerhouse tool that is also admired for its ease of use. While there is a free plan, the business plans do not have standard pricing. You’ll need to consult their salespeople to sort out your needs and what it will cost.
There are plenty more options out there, but most provide many of the testing options above. Take advantage of free trials and demos to see which one is best for you.
5 Tips for Improved CRO Testing Results
The results of CRO testing can vary depending on the goals of your test, the type of test you’re running, and the audience you’re targeting. However, some general tips can help you improve your conversion rate:
1. Test one element at a time: When testing different elements on your website, it’s important to test one element at a time. This will help you isolate the effect of each individual element on your conversion rate.
2. Make small changes: When you make changes to your website, it’s essential to make small changes. Making big changes can overwhelm users and lead to a decrease in conversion rates that is hard to isolate. Instead, make smaller, more frequent changes and test them to see how they affect your conversion rate.
3. Test for a significant amount of time: When running a test, it’s best practice to run it for a meaningful amount of time. This will help you ensure that the test results are accurate and that the changes you’ve made are actually improving your conversion rate.
4. Consider other factors like SEO: Don’t forget that changing your site could impact other factors, like SEO work done to rank well on search results. If you change content for CRO, re-run an SEO analysis to ensure you aren’t losing value there.
5. Track and revise: As you track your success and goals, make sure you make the changes you need as you go. Experiment with new ideas, especially when you hit a wall with improvement. Try different things and see what works best for you and your audience.
Get Started With CRO Testing
Conversion rate optimization is integral to improving your website and driving growth. Following the tips in this article can enhance your website's conversion rate and increase growth. Remember, CRO is an ongoing process, so continue to test and optimize your website to ensure maximum success.
If you are ready to accelerate your conversion rate, Delverise can empower you to optimize your tools to close more business. Click the button below to get started.