It is easy to get disheartened with testing after a while.Â You start a project with a few big wins: triple-digit increase in conversion rate, 20% Reduction in PPC spend, organic traffic to your site doubles.Â It is easy to get addicted to these types of increases-why work every day when you can win the lottery instead, right?Â The truth is that real conversion rate optimization starts after you get all the big wins.Â 99% of the time the best wins are a result of a site that was seriously broken in the first place.Â After that, you need to continue to work and test towards more Moolah!
Ultimately, getting positive results and an increased ROI is the business you are in.Â To do that, you need to continue working on your site and changing it to meet the needs of your guests. Â When our clients get discouraged, we explain to them that all the hard work is paying off due to the compounding effects of continuous improvement.
I will share an example of a trend line for one of our clients- a resort chain, over the last quarter.Â You will notice that is does not look very exciting at all.Â In fact, you might look at it and think, “Why in the crap would I pay someone to help me get a .56% conversion rate?”Â Don’t worry, we will explain to you “Why in the crap” you would be delighted to pay someone for these results.
Click To See Trend Line Enlarged
This trend line represents hard work and dedication to testing over the last quarter.Â While you can see there are no major spikes in conversion rate-this trend line actually represents a major win.Â Disclaimer: make sure when you are looking at trend lines you understand that they will be affected by the seasonality of your product.Â In this particular case, seasonality was actually working against the trend.Â When you look at your own conversion rate make sure you are taking offline factors into account.
Here are 3 reasons why you would love for this trend line to be your own:
The big wins are a great way to start your optimization project, but ultimately they are the consequence of a broken checkout or lead generation form that no one can fill out without a bottle of Ritalin.Â It is the small wins you get by improving your pages for the experience of each persona that add up to an awesome website and great conversion rate.