Conversion Optimization is the holistic process of improving your website’s performance. This involves an in-depth analysis of your site traffic. A conversion specialist will make use of the findings to suggest improvements in different site elements, such as content and layout, to mention a few. Essentially, it’s about plugging up all leaks or loopholes in your conversion path.

However, as we’ve grasped in the previous post, testing wrong page elements is not going to help your cause. Mere guesswork is of no use. First and foremost, you need to decide upon the page/s for testing purpose. When doing so, it’s critical to know about the end goal of your page. In effect, you need to ask yourself:

• What action do you really want visitors to take?
• Does your site page/s communicate the intended action to users?
• What sections of the page is likely to have a significant impact on them, prompting them to take that action?

There are different types of page elements that may need testing, such as headlines, promotional text, images, and calls to action. Following are some ideas to be considered based on your domain.

1. Use headline for testing out different pitches. Try highlighting key benefits of your product or features of your services and see how this affects your conversion. For instance, an insurance company can try out different catch lines, each emphasizing its unique business features: ‘You’re only seconds away from saving $500,’ ‘We offer the best service and premium benefits.’ etc.
2. Make optimum use of promotional text. Work out the amount of text that suits your users’ attention span.
3. Use different images (graphics or photos) to find out whether users respond better to them and stick around. Insert product-related pictures. Test a picture of celebrity endorsing your product.
4. Check out which particular aspect of the product or service you offer has a significant impact from point of view of conversions. For instance, if you’re selling a mobile phone, you may bring out the value of communicating with your near and dear ones. Highlight battery life, display and other functional features.
5. Test different text formats, such as bullets versus paragraphs to find out which one works and looks better.

While optimizing each page or your entire site, the above points need to be kept in mind for a cumulative and unified effect. A website owner with help of experts should work out what is desirable for an individual test page. Remember, a wrong selection of individual pages or page elements will impact your conversion.