We’ve mentioned the K.I.S.S. approach to conversion rate optimization before.Â But isn’t this the underlying message we should be reminding ourselves of with each and every step we take in developing our online presence and our plan to continuously make our websites and marketing better?
If youâ€™re in the midst of a redesign or are starting a new website/experience, plan your sales process to match the way your customers want to buy. Â Your customers want to find the answers to their questions quickly and easily.
Here are a couple key things to remember when doing this:
1-Â Â Â Your internal jargon is not the language the customer will use to describe what they are looking for. Learn how your customer describes what she is looking for and the language she uses to ask her questions. This is the language you should be using throughout your web experience.
2-Â Â Â Get to know your four personas. Each persona has a particular set of key information they are looking for, and a preference toward a particular format for receiving that information… and yes, it’s possible to speak to all of your personas on one website. For example, bullet points and quick steps the visitor can take to move forward in their buying process are critical to feature above the fold on your web pages if you want to get the message across to your two fast paced personas. If you donâ€™t have personas yet, download our getting started with personas guide.
If youâ€™re testing and implementing changes on your site in a bid for continuous improvement of the customer experience you deliver, you want to create a high impact testing plan that is easy to follow and generates strong results right away. Although our analysis is fairly complex and digs deep into your analytics in order to find the gold mines, the overall process and approach we use with our clients is fairly simple.
Here are a couple of things to keep in mind so your testing plan stays simple:
1-Â Â Â Don’t make too many changes in a single test. A true A/B test reflects a single change on a page. In some cases, it makes sense to make a couple of changes at once on a single page, but always remember that if you run a test with multiple changes, some of the changes could be producing positive results, while others may have a negative impact and pull down your average increase. If you keep a single test to a minimal number of changes, then you will have fewer variables in your test wins or losses. Itâ€™s always easier and more conclusive to test step by step than to go live with a big hairy test and have to come back, revisit the test and break it down into it’s individual parts and gain any insight about the value of each change.
2-Â Â Â Don’t run too many overlapping tests at a single point in time because they could affect one another. If you want to test a few things at the same time, select items that are unlikely to affect one another’s performance.
Believe me, we know it’s not always as easy as it sounds; making the effort and taking the time to remind yourself of these basic tenets of testing on a regular basis can help.Â And if you still find yourself overwhelmed, you know where to find us.Â You can always start a conversation with us about how we can help you get back on track.