14 Easy Tests to Hit a Conversion Home Run With Google Website Optimizer

Google Website Optimizer allows you to test adjustments to your website in order to determine what will be most effective in getting conversions. You can test headlines, images, offers, calls to action etc. and Website Optimizer will send a portion of your site traffic to each variation. Then after it has collected enough data, it will give you reliable reports and suggestions of what to do to make the site most effective at closing deals.

To run the experiment, you’ll also need to add the snippets of code on your site that will enable Google Website Optimizer (edit: This is now located in Analytics) to vary your traffic to the different versions of your page.

It is critical to understand what elements to test that will have the most impact so you don’t do too many things at once and get lost in a sea of data. Make a list of the things you want to test based on some of the highlights below and then put them in order of what will have the biggest effect on the bottom line. Cross out any that will take too many resources or will be blocked by the big blue meanies in the IT or compliance department. In other words get on this quickly and do something or your quest for perfection will leave you sitting on the bench while the other team celebrates.

1. Headlines

Sometimes changing the wording of a heading even a tiny amount can have an incredible impact on conversions but you won’t know unless you test. Test emotional versus logical headlines and using things like free offers, guarantees and things that express your unique value proposition etc. Test headlines that express benefits versus features.

2. Use of color and images

Red is a warning sign. Be careful what you do with this color and test alternatives to it unless you do want people to be warned or stop etc. Try making your main call to action button stick out more than others on your site through the use of contrasting colors.

3. Unique value proposition

If people don’t understand immediately why you are better than the other dozen sites they are kicking the tires of, you won’t stand a chance. Test adding mini summarizing statements that express your unique value.

4. Load time

How many times have you bailed out on a site when it loaded slowly? A slow loading site not only impacts your conversion rate, but can also impact AdWords Quality score and ranking in Google search.

5. Usability

Try 3 usertesting.com videos to see what issues people have with the site and test new alterative navigation and layout options.

6. Security/privacy

Make Security/privacy icons and links prominent on the site and place them near calls to action. i.e. place the lock icon near the add to cart button.

7. Trust and credibility

Make sure to use things like testimonials, in the news mentions, company photos and bios, enhanced about us pages, company video, awards, affiliations, certifications etc.

8. Layout, visual clarity, and eye tracking

Use tools like Clicktracks, Feng-gui and usertesting.com to see what people react to, where they click and scroll and where their eyes are focused. Then test making changes that improve the page based on the results and run these tools again.

9. Calls to action

Try testing different button colors/sizes/text/shape. Try different CTA copy such as Free Quote in 1 hour guaranteed, instead of Fill out this form to get a quote.

10. Point-of-action assurances

Place things like links to privacy policy, security icons and guarantees near calls to action/buy/submit buttons.

11. Persuasive copywriting

Test using more emotional copy with active verbs that entice the reader. More focus on benefits versus features.

12. Readability

Test lowering the grade level of the reading to reach more people. Average web users are said to have less than high school reading abilities. Reduce excess industry terminology and jargon.

13. Using reviews and where the reviews are placed

Reviews leverage the power of the social web. Users no longer want to be bombarded with marketing but want to engage in a dialogue about products and services.

14. Rearranging the order of your copy

Sometimes your best paragraph is your last one and it is below the fold. Try switching things up to put your most compelling copy first. Test adding your most factual, detailed, feature oriented cold hard facts type of info at the bottom of the page, since methodical people who will appreciate it may be the only people that make it that far.

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