Why a best practices mindset could keep you from conversions

| 24 Dec, 2014

I was recently asked to compile a list of website Š—…best practicesŠ— for our team to apply to the sites we manage for our clients. I made a list, deleted it, re-made the list, and deleted it.

It was hard for me to list page elements and label them Š—…best practicesŠ— because within the business of lead-generation the best look and feel of any site can be determined by its visitors alone. After all, itŠ—'s their opinion (and conversion) that affects your bottom line.

I revisited the project and eventually completed it, recognizing that there are fundamental page elements and functionalities that are standard for Jellyfish websites. LetŠ—'s call these site standards. Keeping a list of standards is important for our agency to ensure the new, active and future sites we manage benefit from the sophistication Jellyfish is capable of.

As far as best practices, though ...ÎThey are a starting point to create the first best attempt at a site or landing page. After that, Jellyfish recommends A/B and multivariate testing on your site and then testing some more.

The insight youŠ—'ll gain will identify the sweet spot of page elements that your visitors prefer now. And ongoing testing will help to maintain optimal performance for your site in the future. 

Jellyfish gains from CRO

The Jellyfish US agency invests a portion of our media spend into conversion rate optimization (CRO) for some of our largest clients because we are confident in the return weŠ—'ll gain from the service. In the past year, our investment for three brands returned nearly 2X, over 3X, and over 4X our investment (return estimated based on the leads weŠ—'d acquire after roll out).

Learn more about our CRO services.


LetŠ—'s test your knowledge

The Jellyfish CRO team created the following treatments to test against page defaults on our clientsŠ—È sites with the goal of increasing form submits to improve conversions.

Can you guess which variation brought the greatest uplift in conversion rate?

1. A mobile experiment

Goal: Increase mobile conversions. We tested mobile dedicated pages against the default responsive page view. One of these brought a 26% uplift.

mobile conversion testing

2. Testing call to action (CTA)

Goal: Find the most effective CTA language and layout on a university program page. One of these treatments brought a 317% uplift.

Testing call to action (CTA)

3. Testing page layout

Goal: Find the layout of our clientŠ—Ès homepage that provides the greatest uplift in conversions. One of these treatments brought a 23% uplift.

Testing search functionality

How did you do?

Answers: 1. b, 2. c, 3. b.

Keep on testing

Remember, you donŠ—'t know what you donŠ—'t know, so test it! When testing always keeping in mind:

  1. The right way of testing takes time. Be prepared to wait for your test to reach statistical significance (95% confidence that page variation will outperform the original).
  2. Be fearless. Test page elements that have the potential to make the greatest impact
  3. Your tests will lose. DonŠ—'t fret. Your site will benefit from losing tests just as it will from winning tests if you take what youŠ—Ève learned and improve on it.

Be patient, be bold, remain resolute and embrace testing. Your website and your bottom line will be better for it.

What are some surprising or awesome results youŠ—'ve achieved through testing? Leave a comment and let us know.

Web Analytics & Conversion Rate Optimization can be complex. Learn more about our tested approach.

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