What Should I Test?

Once you've worked with your IT team to add the tags to your pages, now comes the fun part: deciding what to test. There's no golden rule for tests which will always work, but there are some areas of typical web pages which lend themselves to optimisation and measurable improvements in your conversion rates. While the range of tests you can run is limited only by your imagination, here are 5 areas to strongly consider.

• Title
  • Short versus long
  • Question versus statement
  • Formal versus informal
  • Emphasising selling point A versus B
• Image
  • Big versus small
  • Photo versus illustration
  • Customer versus product
• Layout
  • Long sales letter versus multi-column layout
  • 3 page pitch versus one dense page
• Selling proposition
  • Quality versus convenience
  • Features versus service
  • Make money versus save money
• Conversion Incentives
  • Highlight free shipping versus money back guarantee
  • List all incentives versus none
  • Telephone order conversion versus online form

For more insight on what elements of your page you can be testing, don't forget to watch our recorded online seminar, 'What Should I Test?'.

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