3 Simple Content Experiments for Conversion Improvement

blog-header-cta-testWe all know that improving your site experience—whether you are an online retailer or a large enterprise software company—is critical to helping visitors to your site find what they are looking for and turning them into customers.

But how do you improve the experience? If you are doing conversion optimization or site testing, what do you test?

Below are some simple ideas you can test to drive conversion improvement on your site.

First things first

Before you start implementing tests, take the time to understand your audience, create a hypothesis, and then start outlining what experiments will help you validate that thesis.

Example: If the audience you’re targeting with your experiment are mobile visitors, create a hypothesis around what might be getting in the way of them converting. Here’s a sample hypothesis:

“Our case studies are a great way for our visitors to learn about our product. If we simplify the content and remove unneeded elements on our responsive site, our click-through rate will go up.”

Now, let’s look some simple tests we are lining up on the Sentient Ascend page.

1. Forget button colors; test that call to action (CTA)!

A lot of us have heard of the green vs. orange button test but what about the actual CTA? Making buttons stand out and easier to see is critical, but so is the message it conveys. (If you want to read up on color and CTA buttons, check out this great article by the ConversionXL team.)

When testing a button color, also try testing the text. It is a simple, yet effective way to see if you can increase the number of conversions you get.

Experiment 1: Button text change.

Test 1
In this experiment, we tested “Get Case Studies” against “Download Case Studies” to see if we can improve our click-through rate.

2. Key Messages—Are you getting through to your visitors?

Most marketers spend a lot of time crafting key messages to display on their site . A lot of research, brainstorming, and collaboration go into picking the right one. But what about the others that didn’t make the cut? How do you know those were not the most compelling messages?

When thinking about elements on your site to test,  go back to those messages you almost went with and see if they increase your goals.

Experiment 2: Test key messages on your site.

Test 2
On this experiment, we tested “It’s Not A/B, It’s AI” against “Massively Multivariate Testing”.

3. Remove unneeded content

Are you saying too much? Are there too many elements on the page? Is some of the content on your page getting in the way of the important stuff? When it comes to testing, sometimes subtraction leads to addition. Don’t take our word for it, read our Q&A with Disruptive to learn how they increased average order value (AOV) by removing the recommendation section on one of their customer’s sites.

Experiment 3: Remove elements to see if you can improve conversion.

Test 3
For this experiment, we tested how removing the blue banner and sub-head would impact conversion.

What if you could test it all… all at once?

One of the big challenges of testing is prioritizing what you want to test. Which test will deliver the biggest possible impact? Which test will be the least risky? How do we know this is the right element to test?

These questions haunt a lot of marketing teams and conversion specialists. It doesn’t have to be that way anymore.

With Sentient Ascend, you can now test all of your best ideas simultaneously and get to results faster using the power of artificial intelligence.

Visit sentient.com/ascend and download one of our case studies to learn how Ascend’s AI-powered conversion rate optimization solution can grow your business.

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