Be Careful When Diagnosing Conversion Rate
Whenever you are doing tests on your website to increase your conversion rate always make sure you change one thing at a time. You could also do split testing but that is a little more complicated and it’s suggested that you start out with standard conversion rate testing. There are several things you need to look at before coming to the conclusion that a change worked or didn’t work to improve your conversion rate.
One of the most important things anyone should remember when testing their conversion rate is to look at the amount of traffic converting based on unique visitors. It’s not a good idea to do this over a day but rather a week or multiple weeks. This can make all the difference for one main reason; typically a lot of visitors require multiple visits to convert. The reason for this is because a lot of visitors want to compare, price shop, get budget approval etc. So, if you record your conversion rate based on a day or a few days it may not be accurate due to these kinds of customers.
You will also want to be careful and make sure that you aren’t running your change too long if it’s consistently posting a negative conversion rate. If you don’t watch your changes carefully it could end up costing your business thousands of dollars in just a week. So as I said before stick to single changes and test. If you make more than one change you won’t know exactly which one worked and you could end up loosing thousands of dollars. Test! Test! Test!