You have a successful marketing campaign in place and selected which pages to optimize for organic search. You’ve seen an increase in traffic to your site. Now how do you provide these users the best experience possible? More importantly, how do you get them to convert? User testing and conversion rate optimization plays a big role in connecting the dots between increased traffic and increased conversions. Here are a few tips to help you get started.
What is it you want to achieve? Most times, the first thing that comes to mind in UX testing is increasing conversions. However, the range of UX testing possibilities extends far beyond that:
Do certain campaigns driving traffic to a page on your site suffer from low quality scores? Try testing out some new content on that page to provide a better user experience.
Have your optimized keywords brought in traffic as they rose in rankings but now seem stuck at position 11-15? Try improving user aesthetics to reduce the page’s bounce rate or increase the user’s engaged time on the page.
Get creative in evaluating the data points you’d like to improve, and you can expand your UX efforts beyond conversion rate improvement.
Determine Target Audience
You may initially want to test your hypothesis out on all visitors to your site. After all, the more visitors you have on the new variation, the more confident you can be in the results right?
Not so fast. Take a step back and determine how your testing goals apply to the visitors on your site. If you’re trying to increase email signups, then it may make more sense to target only new users to your site.
Slow and Steady
This applies to both changes made and time required for testing. A successful user test requires a significant amount of time, as well as unique interactions, to achieve results you can confidently base your final decision on. Initially, results tend to jump all over. Given time, however, these data sets tend to level off, providing you with accurate results to make an informed decision on how to proceed.
When deciding what to change, keep the differences between versions to a minimum. Otherwise, how will you know what helped and what didn’t? Making slow changes and testing each one ensures that you have the most accurate data to move forward with a sound implementation.
And the Winner is…?
Once you have a significant amount of data, how do you determine a winning variation? One of the first rules in evaluating your results is to remain unbiased. Perhaps a new design has netted you a small increase in conversions but increases the bounce rate. Consider the long-term effects these changes may have on your site as a whole. Also, keep in mind that trials may result in no clear winner no matter how long they run. In such cases, usually the best approach is to pick a variation and move on to test something else.