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Sure, you can guess at it and draw a few conclusions such as “plural keywords convert better than singular keywords” or “using ‘the’ in a key phrase is more specific and targeted than using ‘a’”. However, these conclusions are just guesses. The only real conclusion you can draw from this case study is that you have to test EVERYTHING!
If one word or one letter can have that big of an impact in an Adwords campaign, then a similar change in your main headline or guarantee can have an equally significant impact.
The lesson here is to test, test, test. What should you test?
Test your copy.
Test different prices.
Test autoresponder messages.
Test your USP (Unique Selling Proposition.)
Test images and graphic design.
Test your checkout process.
Test font sizes.
Test payment options.
Now, when you are testing a change, only test one item at a time. This part is critical. Testing only one change will help keep your results as accurate as possible. If you change 4 items at once and see a 1% boost in conversion rate, it is possible 3 items are helping and 1 is hurting, so your conversion rate boost would have been greater with just 3 changes.
The bottom line is this…
If you really want to take your website’s sales conversion rate to next level, you must absolutely commit to a focused and long-term campaign of testing and optimizing every aspect of your site. You never know when a small change is going to give you huge results!
Want to improve your conversion rates? Eric Graham is the CEO of several successful online companies. Internationally recognized as a top authority on eCommerce & Website Conversion , he's an in-demand speaker & consultant.
Visit www.web-site-evaluations.com today for an in-depth evaluation to boost YOUR websites conversion rate!