Conversion optimization, also known as CRO, is the process of attempting to achieve higher conversion rates from the same number of visitors. Instead of focusing on traffic generation, the focus is on existing visitors and how more can be extracted from them, such as increased revenue or more quotation requests.
In this blog, we delve a little deeper into conversion optimization through usability, also known as user-friendliness. After all, it continues to amaze us how much impact it can have to, for example, give a button a different color or organize a menu just slightly differently!
Visual Website Optimizer
Conversion optimization via usability testing. It is quite a mouthful and may sound very technical, but it is absolutely not rocket science. This process often starts with common sense. For instance, it is naturally quite logical that a website needs good and eye-catching buttons and that the menu should be in a visible location.
The further development and testing of this must be done in a systematic manner. For example, it can be tested what happens to the click-through rate when a green button is used instead of a red one. The testing possibilities are endless, and that is just as well, since there are always improvements to be found on a website.
We use Visual Website Optimizer as a tool to test and improve websites. Visual Website Optimizer is a tool that allows you to load a specific website page. In this program, you can customize the page as you wish, for example with colors, buttons, images, but also the layout of the website.
After the changes have been processed on the website page, the system tests which version works best. For example, one visitor will see a green button and another a red button.
Types of Usability Testing
There are a number of different ways a website can be tested, from A/B testing to segmented testing. The overview below briefly shows which tests we use.
Heatmaps
Heatmaps provide insight into visitor click behavior. The heatmap often serves as a starting point for further testing.
A / B test
A/B testing is used to test two (or more) variables. For example, this can be used to test different types of buttons or different types of images.
Multivariable test
A multivariate test goes a bit deeper. As the name suggests, multiple variables can be tested here. For example, you can test with two types of buttons, two types of images, and two types of menu layouts. The goal is to determine which combination of variables works best.
Segmented test
A segmented test can be deployed very specifically. The test is deployed based on certain target group characteristics. For example, a test can be set up exclusively for visitors from Amsterdam who visit the website from an iPhone. Only visitors who meet the specific criteria are included in this test.
Split URL test
A split URL test is used when there are two completely different pages. For example, the difference between two completely different homepages can be tested here.
And finally
A website optimally designed for conversion is typically one that has been thoroughly tested and is continuously optimized based on the results. Through testing, you gain a thorough understanding of your visitors' behavior and can leverage this effectively. Ultimately, the goal is to create a website that fulfills your objectives, such as quote requests or purchases in your webshop.
Any additions? Let us know in a comment. Good luck with testing!