The Critical Role of Testing for Higher Website Conversions
In today’s digital landscape, companies pour tons of time and money into building the “perfect” website before launch. But as Khalid Saleh explains in this podcast, a website is never done. Continuous testing and optimization is key for higher conversions.
Saleh draws on his deep expertise in conversion rate optimization (CRO) to provide actionable tips all businesses should follow if they want more sales, leads and subscriber signups from their website.
But before we proceed, don’t forget that this episode is brought to you by videocasestory.com. Click here if you need help collecting, crafting, and delivering customer stories.
Visitor Expectations Have Risen: Small Tweaks Won’t Cut It
In the early days of the internet, websites could boost conversions with simple changes like altering a headline or image. But Saleh points out visitor expectations have increased exponentially since then.
Your website needs to provide an amazing experience that persuades visitors to convert, just like a talented salesperson would in person. Anything less simply won’t cut it anymore.
“Nowadays, though, as humans, we expect things delivered within a day or two. It’s what? It’s going to take a week? No, that’s not acceptable.”
This means small incremental tweaks are unlikely to have a big impact. You need constant optimization across copy, design, content and user experience.
Use Tools to See How Website Visitors Behave
How do you know what exactly to change on your site? Saleh suggests using powerful tools like session recordings and heatmaps.
Session recordings show exactly how visitors navigate through your website page by page. You can see where they struggle and exit.
Heatmaps aggregate all this data to highlight the most common paths users take. For example, you can instantly see what percentage scroll to the bottom of a page versus exit halfway through.
Ask Visitors What’s Wrong Via Website Polls
But the best way to discover issues is to ask visitors directly.
Saleh recommends polling website visitors as they are about to leave your site. Ask them pointed questions to uncover what information they couldn’t find or what problems they encountered.
About 5% will provide feedback, giving you actionable data to improve conversions.
Craft Clear Copy That Avoids Jargon
One of the biggest improvements you can make is simplifying your copy.
Too many companies try to sound overly sophisticated, stringing together jargon that leaves visitors confused. As Saleh explains, “clear, concise, normal copy will win at any point in time.”
Test different copy variations to find what resonates best with your audience.
Optimize Your Homepage
Your homepage is prime real estate, so ensure visitors immediately understand what you do and are drawn in to click further.
Saleh suggests having a clear headline that intrigues visitors. Contact information should be easy to find. And use video to humanize your business whenever possible.
Continuously A/B Test Your Site
The key is to constantly test through A/B testing, adjusting based on traffic levels.
For lower traffic sites, Saleh recommends “relaxing the rules” and not waiting for the statistically significant results higher traffic sites need. The goal is simply gathering user feedback signals.
As he says, “Let’s say I have a new design. I don’t know whether this design is better or not. I still want to test it.”
Testing Must Be Ongoing
The biggest mistake Saleh sees is companies believing their website is done after launch. But optimization needs to be continuous.
No website will ever be perfect. Visitor expectations will keep evolving. New competitors will emerge. And incremental changes to design or content will keep having a big impact on converting your visitors.
So take Saleh’s advice and make website testing central to your digital marketing strategy. The results will speak for themselves.
Watch the full episode now, and make sure to leave any questions or comments you have about the episode.