To make a meaningful difference with meaningful conversion optimization results requires guts. And it starts with one person within an organization to stand up and say:
“I don’t know if this is going to work but… let’s test it.”
You might not know which test treatment ail perform better, because your customers sometimes zig when we expect them to zag.
You might not believe one test treatment is better, because, you think it’s ugly or it’s not inline with how you would buy that.
Once you or your organization believes that, “this is the best version,” they get stuck thinking it’s the only way, the “right” way. Any other version instantly becomes a personal attack on someone’s beliefs.
Your better test treatment might not be my better, or the best. In fact, it’s almost certainly not.
Test to find what works and suspend your beliefs long enough to get insights, then keep testing.
Stumbled across your post — I’m in charge of conversion rate optimization for my company. The problem with your approach is you are trying to find one treatment that will perform better for everyone. That will never work. You have to optimize the segments. We use various segmentation tools and serve up different lead capture pages for different audiences. Conversion rates are up anywhere from 20%-150% depending on the segment…
Paul,
Thank you for the comment. You are 100% correct. Segmentation is the key to gaining more conversions. We do use segmenting although it was not highlighted in this post, it has been in previous posts.
Figured you did. Do you mind sharing what segmentation tools you use? Any 3rd party data?
Most times I segment each test right in the testing platform itself.
Visual Website Optimizer and other testing tools, let you segment across several parameters, new visitors, returning, geo targeting, etc. for each individual test so you can create custom segmented tests.