You will want to determine your sign-up
rate before you make the change (ex: 41 sign-ups for 2,642 visitors =
41/2642 = 1.55%), using a set period of time, and then compare the
sign-up rate after you made the change for that same amount of time (ex: 67 sign-ups for 2,839 visitors = 67/2839 = 2.36%). Whichever test produces the higher outcome, keep it, and compare it
to a new change.
Ideally, you want the time period to result in a large volume of visitors for comparison. The more visitors you compare, the more reliable the conversion rate.
For example, 6 sign-ups for 283 visitors is not as reliable of a
conversion rate as 67 sign-ups for 2,839 visitors.
Keep testing until you are satisfied
with your improved outcomes, but be realistic about what's possible.
An overall conversion rate of 4% is a realistic and good outcome
rate. If you are able to increase your conversion rate higher than 4%
then be proud of your accomplishments. Many websites claim a 100%
increase, but they are comparing their old rate to their new one. A
change from a 1% conversion rate to a 2%
conversion rate is a 100% increase.
Tips to Optimize Website
Colors draw people's attention, so be
careful how you use them. Limit your website design to a maximum of 3
or 4 different colors (white, gray, and black don't count). Too many
colors can be overwhelming to visitors, and your call to action can
Your call to action should have a
consistent color. For example, if you want someone to click or
sign-up, make the link or button green for all links that lead to a
desired outcome. You can do A/B split testing with different colors,
but just make sure that the color you use is only used for the call
to action and not other links.
A page that is mostly white, with dark
gray writing, and a small orange button with "sign-up" will
get significantly more clicks than a page with lots of colors,
because the orange button demands the visitor's attention against the
mostly white page. Likewise, if your page is mostly white, gray, and
black and then a colorful advertisement appears, it demands the
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