Conversion Testing:
Get quantitative data that tells you which version delivers better conversion.

Conversion testing gives you the confidence to make choices based on audience data, not ‘gut feel.’

When to Use Conversion Testing:

In digital marketing, Conversion Testing is most often used to test landing pages, display ads, web pages or page elements to determine which variations deliver the best conversion. Make sure your decisions produce positive results. Conversion Testing is useful when you need to:

  • Optimize campaign content: display ad copy, ad size and placement, calls to action, headlines, landing pages, layout
  • Change design elements to boost page conversion: colour, graphics, form fields, fonts, layout, etc.
  • Discover customer preferences by testing: offers, pricing, testimonials, sales copy, product options

General Conversion Testing Tips:

The goal of Conversion Testing is to develop the best version of a web page, site or campaign and put it into action. Know what you’re testing and why. Always begin with a hypothesis, metrics, and desired results. For larger issues, get feedback from stakeholders before designing the A/B variations.

Identify test variables and anticipated results. This puts boundaries around testing to avoid scope creep and unrealistic success metrics.

Test one variable at a time. Testing in isolation is the only way to tell why one version is more successful than another. This doesn’t mean you can only test one version at a time – by all means, test three versions of one element. For example, three buttons which are identical except for colour. If you test two designs with radically different layouts or elements, you won’t be able to pinpoint the specific element that generated more positive results.

Keep your test conditions as consistent as possible. Testing in isolation extends to minimizing influences outside your control. If you’re testing three versions of one form, test all three at the same time to avoid variations in date or time of day. Run them on the same platforms to reach the same audiences under the same conditions.

Keep an open mind. Conversion Testing is useful for informing business decisions. Even if you start out with a solid, well-founded hypothesis, be open to new insights. The version you favour may prove to be the least effective one after Conversion Testing. Customer behavior is unpredictable.

Make Conversion Testing part of your process. While it’s fairly obvious that you should use Conversion Testing to optimize marketing campaigns, don’t stop there. For every web page that has a conversion goal or some associated business metric, use Conversion Testing to optimize results. The insights you gain from every test will help you create an effective overall web presence.

Other Smartt Resources:

How Smartt Can Help:

Conversion Testing is one of the standard conversion testing services of a Smartt digital marketing program. For every digital marketing campaign and every web page that needs to convert, our consultants run A/B to optimize website design and content variations. The specific goal is to determine which layouts, copy, offers and images deliver the best conversion results.

The larger goal is to build the strongest online presence possible for clients. Our clients find that an integrated approach to digital marketing via the P.A.C.E. methodology is more effective than standalone Conversion Testing projects. P.A.C.E. provides a marketing framework that delivers measurable results because it uses data and analytics for objective, actionable insights.

Take our P.A.C.E. Workshop or download the P.A.C.E. eBook to learn how to use Conversion Testing as part of a total plan to optimize conversions for marketing campaigns and web pages.


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