CRO – Conversion Rate Optimization

Not sure if you can test enough?

This is just a small list of options to test on websites. Of course we start with hypotheses that suits your website and where we expect the best results and impact.

a. Headline/Text

• Example: Test different headlines to see which one better captures visitor attention and encourages further exploration.
  • Version A: “Welcome to Our Store”
  • Version B: “Discover the Best Deals Today!”

b. Call-to-Action (CTA) Buttons

• Example: Experiment with CTA text, color, size, and placement.
  • Version A: “Buy Now” (blue button)
  • Version B: “Get Started” (green button)

c. Hero Images vs. Videos

• Example: Compare the effectiveness of a static hero image versus an engaging video.
  • Version A: High-quality image showcasing your product
  • Version B: Short video demonstrating product use

d. Navigation Menu Layout

• Example: Test different navigation structures to improve usability.
  • Version A: Horizontal top navigation
  • Version B: Vertical sidebar navigation

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2. Product Pages

a. Product Descriptions

• Example: Test detailed vs. concise descriptions.
  • Version A: Long, comprehensive product description
  • Version B: Short, bullet-pointed description

b. Pricing Display

• Example: Experiment with how pricing is presented.
  • Version A: Display prices prominently at the top
  • Version B: Show prices near the “Add to Cart” button

c. Product Images

• Example: Test single images vs. multiple images or 360-degree views.
  • Version A: One main product image
  • Version B: Multiple images from different angles

d. Customer Reviews Placement

• Example: Determine the optimal placement of customer reviews.
  • Version A: Reviews below the product description
  • Version B: Reviews beside the product image

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3. Forms and Sign-Ups

a. Form Length

• Example: Compare short vs. long forms to balance data collection and user completion rates.
  • Version A: Short form with essential fields
  • Version B: Long form with additional fields

b. Button Text and Design

• Example: Test different CTA texts and button styles.
  • Version A: “Submit” (standard button)
  • Version B: “Join Now” (highlighted button)

c. Placement of Forms

• Example: Experiment with where forms appear on the page.
  • Version A: Forms above the fold
  • Version B: Forms below the fold or as a popup

d. Incentives for Sign-Up

• Example: Test offering incentives to encourage sign-ups.
  • Version A: No incentive
  • Version B: Offer a discount or free e-book for signing up

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4. Checkout Process

a. Number of Checkout Steps

• Example: Compare multi-step vs. single-page checkout.
  • Version A: Multi-step (shipping, payment, review)
  • Version B: Single-page checkout

b. Guest Checkout vs. Account Creation

• Example: Test allowing guest checkout versus requiring account creation.
  • Version A: Require account creation
  • Version B: Offer guest checkout option

c. Payment Options

• Example: Experiment with different payment methods to see which are preferred.
  • Version A: Display only credit card options
  • Version B: Include additional options like PayPal, Apple Pay, etc.

d. Trust Signals

• Example: Test adding trust badges or security assurances during checkout.
  • Version A: No trust signals
  • Version B: Display security badges and money-back guarantees

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5. Content and Copy

a. Headlines and Subheadlines

• Example: Test different messaging to see what resonates more with your audience.
  • Version A: “Achieve Your Goals with Our Services”
  • Version B: “Transform Your Business Today”

b. Body Copy

• Example: Experiment with different tones and lengths of the main content.
  • Version A: Formal, detailed copy
  • Version B: Casual, concise copy

c. Value Propositions

• Example: Test different value propositions to highlight unique selling points.
  • Version A: Focus on price competitiveness
  • Version B: Emphasize quality and customer service

d. Use of Images vs. Text

• Example: Compare pages with more visual elements versus text-heavy pages.
  • Version A: Image-centric layout
  • Version B: Text-focused layout

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6. Layout and Design

a. Page Layout

• Example: Test different layouts to improve user engagement.
  • Version A: Grid-based layout
  • Version B: List-based layout

b. Color Schemes

• Example: Experiment with different color palettes to see which drives more engagement.
  • Version A: Light color scheme
  • Version B: Dark color scheme

c. Font Styles and Sizes

• Example: Test readability and aesthetics with different fonts.
  • Version A: Sans-serif fonts
  • Version B: Serif fonts

d. White Space Usage

• Example: Compare designs with more vs. less white space.
  • Version A: Minimal white space, denser content
  • Version B: Generous white space, cleaner look

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7. Navigation and User Flow

a. Menu Structure

• Example: Test different navigation menu structures for ease of use.
  • Version A: Dropdown menus
  • Version B: Mega menus

b. Search Functionality

• Example: Experiment with enhanced search features.
  • Version A: Basic search bar
  • Version B: Advanced search with filters and autocomplete

c. Internal Linking

• Example: Test different internal linking strategies to guide users.
  • Version A: Fewer internal links
  • Version B: More internal links to related content/products

d. Breadcrumbs

• Example: Determine if adding breadcrumbs improves navigation and user satisfaction.
  • Version A: No breadcrumbs
  • Version B: Include breadcrumb navigation

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8. Visual Elements

a. Images vs. Icons

• Example: Test the use of detailed images versus simple icons for conveying information.
  • Version A: High-resolution images
  • Version B: Simple, flat icons

b. Video Content

• Example: Compare pages with video content versus those with static images or animations.
  • Version A: Video background or embedded video
  • Version B: Static images or GIFs

c. Animation and Interactive Elements

• Example: Experiment with adding or removing animations and interactive components.
  • Version A: Animated elements (e.g., hover effects)
  • Version B: Static elements

d. Infographics and Data Visualization

• Example: Test the effectiveness of infographics in conveying information.
  • Version A: Text-based explanations
  • Version B: Infographics and visual data representations

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9. Trust and Credibility

a. Testimonials and Reviews

• Example: Test the presence and format of customer testimonials.
  • Version A: No testimonials
  • Version B: Display customer testimonials prominently

b. Case Studies and Success Stories

• Example: Compare pages with case studies vs. those without.
  • Version A: No case studies
  • Version B: Detailed case studies showcasing success

c. Trust Badges and Certifications

• Example: Experiment with adding trust badges to increase credibility.
  • Version A: No trust badges
  • Version B: Include SSL certificates, industry certifications, etc.

d. About Us Page

• Example: Test different versions of your About Us page to build trust.
  • Version A: Simple company description
  • Version B: Detailed story with team photos and mission statement

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10. Personalization and Targeting

a. Personalized Content

• Example: Test personalized greetings or content based on user data.
  • Version A: Generic welcome message
  • Version B: Personalized message (e.g., “Welcome back, [Name]!”)

b. Dynamic Content Based on User Behavior

• Example: Experiment with displaying different content based on user actions.
  • Version A: Static content for all users
  • Version B: Dynamic content tailored to user behavior or preferences

c. Geo-Targeting

• Example: Test content variations based on user location.
  • Version A: One universal message
  • Version B: Location-specific messaging or offers

d. Device-Specific Optimization

• Example: Compare experiences optimized for different devices.
  • Version A: Standard desktop layout
  • Version B: Enhanced mobile-specific layout

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11. Loading Speed and Performance

a. Image Optimization

• Example: Test the impact of optimized vs. high-resolution images on loading speed and user engagement.
  • Version A: High-resolution images
  • Version B: Compressed, optimized images

b. Page Load Times

• Example: Experiment with elements that might affect load times to find the optimal balance between speed and functionality.
  • Version A: Pages with heavy scripts and features
  • Version B: Streamlined pages with minimal scripts

c. Lazy Loading

• Example: Test implementing lazy loading for images and videos.
  • Version A: All content loads upfront
  • Version B: Images/videos load as the user scrolls

d. Content Delivery Network (CDN) Usage

• Example: Compare website performance with and without a CDN.
  • Version A: No CDN
  • Version B: With CDN for faster content delivery

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12. SEO and Content Marketing

a. Meta Titles and Descriptions

• Example: Test different meta tags to improve click-through rates from search engines.
  • Version A: Current meta titles/descriptions
  • Version B: Optimized meta titles/descriptions with targeted keywords

b. Blog Post Formats

• Example: Compare different formats for blog posts.
  • Version A: Long-form articles
  • Version B: Short, concise posts with visuals

c. Content Layout

• Example: Test how content is structured on informational pages.
  • Version A: Text-heavy pages
  • Version B: Balanced text with visuals and bullet points

d. Internal Linking Strategies

• Example: Experiment with different internal linking structures to boost SEO and user navigation.
  • Version A: Minimal internal links
  • Version B: Extensive internal linking to related content

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13. Email Sign-Up and Lead Generation

a. Pop-Up Timing and Triggers

• Example: Test when and how pop-ups appear to maximize sign-ups without annoying users.
  • Version A: Exit-intent pop-ups
  • Version B: Time-delayed pop-ups after 30 seconds

b. Pop-Up Design and Content

• Example: Experiment with different designs and messaging in pop-ups.
  • Version A: Simple text pop-up
  • Version B: Visual pop-up with images and offers

c. Placement of Sign-Up Forms

• Example: Test different locations for sign-up forms on landing pages.
  • Version A: Top of the page
  • Version B: Bottom of the page or in the sidebar

d. Incentives for Sign-Up

• Example: Compare offering incentives versus no incentives.
  • Version A: No incentive
  • Version B: Offer a discount, free trial, or e-book for signing up

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14. Social Proof and Sharing

a. Social Sharing Buttons

• Example: Test the placement and style of social sharing buttons.
  • Version A: Sharing buttons at the top of the page
  • Version B: Sharing buttons at the bottom or floating on the side

b. Displaying Social Metrics

• Example: Compare pages that show social metrics (e.g., number of shares, likes) vs. those that don’t.
  • Version A: No social metrics
  • Version B: Display social metrics like “1,000 shares”

c. User-Generated Content

• Example: Test incorporating user-generated content like photos or reviews.
  • Version A: Professional images only
  • Version B: Include customer photos and reviews

d. Testimonials and Case Studies

• Example: Experiment with the presence and format of testimonials.
  • Version A: No testimonials
  • Version B: Prominently displayed testimonials and case studies

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15. Pricing and Promotions

a. Pricing Display Formats

• Example: Test different ways to present pricing information.
  • Version A: Monthly pricing plans
  • Version B: Annual pricing plans with discounts

b. Limited-Time Offers

• Example: Compare pages with limited-time offers vs. ongoing promotions.
  • Version A: No time-sensitive promotions
  • Version B: Display countdown timers for offers

c. Bundling Products/Services

• Example: Test offering bundled packages versus individual product pricing.
  • Version A: Individual product pricing
  • Version B: Bundled packages at a discounted rate

d. Free Shipping Thresholds

• Example: Experiment with different minimum purchase amounts for free shipping.
  • Version A: Free shipping over $50
  • Version B: Free shipping over $75

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16. Trust and Security Enhancements

a. SSL Certificates

• Example: Test the impact of displaying SSL security badges on user trust and conversions.
  • Version A: No visible SSL badges
  • Version B: Prominently display SSL badges near forms and checkout

b. Privacy Policy and Terms

• Example: Compare pages with easily accessible privacy policies vs. hidden policies.
  • Version A: Privacy policy link in the footer
  • Version B: Brief privacy assurance statements near forms and sign-ups

c. Return Policy Display

• Example: Test the visibility and wording of return policies.
  • Version A: Return policy available but not highlighted
  • Version B: Highlight return policies near purchase points

d. Secure Payment Options

• Example: Compare the impact of offering multiple secure payment options.
  • Version A: Limited payment options
  • Version B: Multiple secure payment options (credit cards, PayPal, etc.)

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17. Interactive Features

a. Chatbots vs. Live Chat

• Example: Test the effectiveness of automated chatbots versus live human support.
  • Version A: Automated chatbot
  • Version B: Live chat support

b. Interactive Quizzes or Surveys

• Example: Experiment with adding interactive elements to engage users.
  • Version A: Static content
  • Version B: Interactive quizzes or surveys to guide user decisions

c. Personalized Recommendations

• Example: Test the impact of showing personalized product or content recommendations.
  • Version A: Generic product recommendations
  • Version B: Personalized recommendations based on user behavior

d. Progress Indicators

• Example: Compare the use of progress bars in multi-step processes.
  • Version A: No progress indicators
  • Version B: Visible progress bars during forms or checkout

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18. Mobile Optimization

a. Responsive Design Elements

• Example: Test different responsive design features to improve mobile user experience.
  • Version A: Basic responsive design
  • Version B: Enhanced mobile-specific features (e.g., larger buttons, simplified navigation)

b. Mobile-Specific CTAs

• Example: Experiment with CTAs tailored for mobile users.
  • Version A: Standard CTAs
  • Version B: Mobile-optimized CTAs (e.g., “Tap to Call”)

c. Page Speed on Mobile

• Example: Compare mobile page load times with different optimizations.
  • Version A: Standard mobile load speed
  • Version B: Optimized for faster mobile load times

d. Touch-Friendly Elements

• Example: Test the usability of touch-friendly design elements.
  • Version A: Small, precise buttons
  • Version B: Larger, more accessible buttons for touch screens

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19. Content Engagement

a. Blog Post Titles

• Example: Test different styles of blog post titles to increase click-through rates.
  • Version A: Informative titles
  • Version B: Curiosity-driven titles

b. Content Length

• Example: Compare long-form content vs. short-form content for user engagement.
  • Version A: Detailed, long-form articles
  • Version B: Concise, short-form posts

c. Multimedia Integration

• Example: Test the inclusion of multimedia elements like videos, podcasts, or slideshows.
  • Version A: Text-only content
  • Version B: Multimedia-enhanced content

d. Content Layout and Formatting

• Example: Experiment with different content layouts to improve readability.
  • Version A: Large blocks of text
  • Version B: Text with headers, bullet points, and images

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20. Exit-Intent Strategies

a. Exit-Intent Pop-Ups

• Example: Test different exit-intent pop-up offers to reduce bounce rates.
  • Version A: Exit-intent pop-up with discount offer
  • Version B: Exit-intent pop-up with newsletter sign-up

b. Content Locking

• Example: Experiment with locking certain content until users perform a desired action.
  • Version A: Free access to all content
  • Version B: Lock premium content behind a sign-up form

c. Redirects on Exit

• Example: Test redirecting users to a special offer page when they attempt to leave.
  • Version A: Standard exit
  • Version B: Redirect to a special offers or testimonial page

d. Feedback Collection on Exit

• Example: Compare pages that ask for feedback versus those that don’t when users exit.
  • Version A: No exit feedback
  • Version B: Exit-intent survey asking why the user is leaving

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21. Localization and Language

a. Language Variations

• Example: Test different language versions of your site to cater to diverse audiences.
  • Version A: English content
  • Version B: Localized language content (e.g., Spanish, French)

b. Cultural Relevance

• Example: Experiment with culturally relevant images and messaging for different regions.
  • Version A: Generic images and messages
  • Version B: Culturally tailored visuals and copy

c. Currency and Pricing Display

• Example: Test displaying prices in local currencies vs. a single currency.
  • Version A: Display prices in USD
  • Version B: Display prices in user’s local currency

d. Local Testimonials and Case Studies

• Example: Compare the impact of using local vs. global testimonials.
  • Version A: Global customer testimonials
  • Version B: Localized testimonials from the user’s region

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22. Accessibility Enhancements

a. Font Size and Type

• Example: Test different font sizes and types to improve readability for all users.
  • Version A: Standard font size and type
  • Version B: Larger, more accessible fonts

b. Color Contrast

• Example: Experiment with different color contrasts to enhance visibility for users with visual impairments.
  • Version A: Low contrast color scheme
  • Version B: High contrast color scheme

c. Keyboard Navigation

• Example: Test the ease of navigation using keyboard controls.
  • Version A: Standard navigation
  • Version B: Enhanced keyboard-friendly navigation

d. Alt Text for Images

• Example: Compare the impact of comprehensive vs. minimal alt text on SEO and accessibility.
  • Version A: Minimal alt text
  • Version B: Detailed, descriptive alt text

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23. Content Delivery and Updates

a. Frequency of Content Updates

• Example: Test the impact of frequently updated content vs. static content.
  • Version A: Regular content updates
  • Version B: Static, unchanging content

b. Highlighting New Content

• Example: Compare methods of highlighting new content to increase visibility.
  • Version A: No highlights
  • Version B: “New” badges or sections for recent content

c. Content Scheduling

• Example: Test different times for publishing content to maximize engagement.
  • Version A: Morning publication
  • Version B: Evening publication

d. Content Personalization

• Example: Experiment with personalized content recommendations based on user behavior.
  • Version A: Generic content recommendations
  • Version B: Personalized content based on user interests

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24. Onboarding Processes

a. Welcome Emails

• Example: Test different welcome email sequences to improve user engagement.
  • Version A: Single welcome email
  • Version B: Series of welcome emails with onboarding tips

b. Guided Tours vs. Self-Guided Navigation

• Example: Compare the effectiveness of guided tours versus allowing users to explore on their own.
  • Version A: No guided tour
  • Version B: Interactive guided tour upon first visit

c. Progress Tracking in Onboarding

• Example: Test showing users their progress during the onboarding process.
  • Version A: No progress indicators
  • Version B: Visible progress bar

d. Interactive Tutorials

• Example: Experiment with adding interactive tutorials to help users understand features.
  • Version A: Text-based instructions
  • Version B: Interactive, hands-on tutorials

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25. Retention and Re-Engagement

a. Re-Engagement Emails

• Example: Test different re-engagement email strategies to win back inactive users.
  • Version A: Generic re-engagement email
  • Version B: Personalized re-engagement email with special offers

b. Loyalty Programs

• Example: Compare the impact of introducing a loyalty program vs. not having one.
  • Version A: No loyalty program
  • Version B: Introduce a loyalty or rewards program

c. Push Notifications

• Example: Test the use of push notifications to retain users.
  • Version A: No push notifications
  • Version B: Personalized push notifications based on user behavior

d. Content Drips

• Example: Experiment with drip-feeding content to keep users engaged over time.
  • Version A: All content available immediately
  • Version B: Content released in stages over time

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26. User Feedback and Surveys

a. Timing of Surveys

• Example: Test different times to present user feedback surveys for maximum response rates.
  • Version A: Surveys after purchase
  • Version B: Surveys after a certain period of usage

b. Survey Length and Questions

• Example: Compare short, concise surveys vs. longer, more detailed ones.
  • Version A: Short surveys with a few questions
  • Version B: Longer surveys with multiple questions

c. Incentivizing Feedback

• Example: Test offering incentives for completing surveys.
  • Version A: No incentives
  • Version B: Offer discounts or entry into a prize draw for completing surveys

d. Survey Design and Format

• Example: Experiment with different survey designs to improve completion rates.
  • Version A: Text-based surveys
  • Version B: Interactive surveys with progress indicators

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27. Multivariate Testing vs. A/B Testing

a. Testing Multiple Elements Simultaneously

• Example: While A/B tests one change at a time, multivariate testing allows testing multiple changes to see which combination works best.
  • A/B Example: Test button color (blue vs. green)
  • Multivariate Example: Test button color (blue vs. green) and button text (“Buy Now” vs. “Get Started”) simultaneously to see which combination performs best

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28. Content Types and Formats

a. Blog vs. Video Content

• Example: Compare user engagement and conversion rates between blog posts and video content.
  • Version A: Text-based blog articles
  • Version B: Video content covering the same topics

b. E-books vs. Whitepapers

• Example: Test different lead magnets to see which generates more leads.
  • Version A: Offer an e-book download
  • Version B: Offer a whitepaper download

c. Webinars vs. Live Demos

• Example: Experiment with different formats for educating users about your product.
  • Version A: Pre-recorded webinars
  • Version B: Live product demos with Q&A

d. Interactive Tools vs. Static Content

• Example: Compare the effectiveness of interactive tools (calculators, quizzes) versus static content.
  • Version A: Static informational content
  • Version B: Interactive calculator to estimate savings

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29. User Interface (UI) Enhancements

a. Button Shapes and Styles

• Example: Test different button shapes (rounded vs. square) and styles to see which garners more clicks.
  • Version A: Rounded buttons
  • Version B: Square buttons

b. Iconography Usage

• Example: Compare the use of icons alongside text versus text-only elements.
  • Version A: Text-only navigation/menu
  • Version B: Navigation/menu with icons

c. Sticky vs. Non-Sticky Elements

• Example: Experiment with sticky headers or navigation bars to improve user experience.
  • Version A: Non-sticky header
  • Version B: Sticky header that remains visible as users scroll

d. Modal vs. Inline Content

• Example: Test presenting additional content in modals (pop-ups) versus inline on the page.
  • Version A: Inline content expansion
  • Version B: Modal pop-up for additional information

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30. User Journey and Funnel Optimization

a. Landing Page Variations

• Example: Test different landing page designs to optimize for conversions.
  • Version A: Landing page focused on product features
  • Version B: Landing page focused on customer benefits

b. Funnel Steps Simplification

• Example: Compare multi-step funnels vs. simplified, fewer-step funnels.
  • Version A: Multi-step conversion funnel
  • Version B: Streamlined, fewer-step funnel

c. Clear vs. Implicit Navigation

• Example: Test the impact of explicit calls to action versus implicit suggestions.
  • Version A: Explicit CTAs guiding the user through the funnel
  • Version B: Implicit navigation with less guidance

d. Exit Points Analysis

• Example: Identify and test different strategies to reduce drop-offs at key funnel stages.
  • Version A: Standard funnel without interventions
  • Version B: Implement strategies like exit-intent offers at drop-off points

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### Additional Tips for Successful A/B Testing

1. Define Clear Objectives:
   • Know what you want to achieve (e.g., increase sign-ups, boost sales, reduce bounce rate).
2. Ensure Statistical Significance:
   • Run tests long enough and with sufficient traffic to obtain reliable results.
3. Test One Variable at a Time:
   • To accurately determine what caused changes in user behavior, test one element per experiment.
4. Use Reliable Tools:
   • Utilize A/B testing tools like Google Optimize, Optimizely, VWO, or Adobe Target.
5. Analyze and Iterate:
   • Review results carefully, implement winning variants, and continue testing new hypotheses.
6. Understand Your Audience:
   • Tailor tests based on user demographics, behavior, and preferences for more relevant insights.
7. Document Your Tests:
   • Keep records of what was tested, hypotheses, results, and learnings to inform future tests.