Did you miss my previous post…”Credibility vs Website Conversions Exposed“?
Another important factor that could be looked over is the post-conversion techniques because users aren’t able to receive the instant gratification they would if they bought the product from a store (Chin-Chan, 2009 Download PDF). The goal was to convert the visitor but further engaging your visitor can increase return visitors and more future conversions (Rogers, 2012 Download PDF). This can be done by offering an after-purchase email to confirm the customer’s order (Saleh, 2012 Download PDF). This last step shows us the conversion process does not end at the point of sale.
Testing Conversion Rates
Since all conversion tactics are not created equal, companies can implement user testing when traffic to the site is high and very few viewers are converting on the website. Two comparative options for testing conversion rates is A/B Split and Multivariate testing (Eecher, 2011, pg 521). Both compare the effectiveness of the implementing the above described landing page, content and design conversion techniques. Two options that can be used after development are tracking software like Clicktale and direct user testing. Both of these options could be considered for ongoing testing and combined with A/B and Multivariate testing for improved results.
A/B Split testing is holding all variables constant except one so you can determine the element that caused on increase in conversion (Rogers, 2008). Multivariate testing is making a huge change in the overall layout and function. A/B Split testing is beneficial once the standard conversion techniques are in place and subtle tweaking is being done with one call to action phrase or similar. The multivariate testing is changing multiple variables simultaneously, this can show which page converted a higher percentage but will not show which element caused the increase.