When you’re optimizing your website, you need to keep in mind that if your audience changes, your results are mostly likely invalidated and you should re-test.
An example of this is our link to the pricing/lead generation page in our main navigation menu. A few months ago, we ran a test that tested various language for that link (ex. Pricing, Pricing Info, Free Price Quote, Free Pricing). The test ran for a month and had a significant amount of visitors. At the end of that test, “Free Price Quote” was a clear winner converting 60% more than the control (which was “Pricing”) so that’s what we ran with. Later, we tested the button on our home page with similar wording variations. Same result as expected.
About a month ago, we acquired a few companies/websites and have been very active on the marketing front. This has increased our traffic significantly. One thing I noticed was that our numbers had not held up after the increase in traffic and the likely cause was that our mix of website visitors has changed so we decided to retest the language for our pricing/lead-gen page.
The new test is currently running but we’ve already gotten a significant amount of visitors to be able to trust the data. With our new mix of visitors, “Pricing” is actually converting about 70% more than “Free Price Quote” and has about the same bounce rate. I’m going to continue running the test for the next month to make sure it holds.
PS: I’m using Visual Website Optimizer to run the tests. A full review is coming soon.
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