When In Doubt: Test to Optimize. Here’s Why.

Kenny Jahng —  2013/02/03 — Leave a comment

I’ve talked about testing testing testing before. Usability testing is so easy to do these days that there is no excuse not to do it.

A/B Testing for conversion rates is a great way to see if simple iterations of your current site can make a big impact on results.

Check out this infographic on testing contact forms that you typically put on squeeze pages and other offer / registration form pages.

testing to optimize website form conversion rates

 

There’s 3 Reasons To Optimize Your Contact Forms:

  1. You don’t use all of the data fields you collect.  Nope, think hard about why you need to know each and every field you ask for.  Because every additional field will limit your ability to get the maximum participation from site visitors.  You’re asking them to just walk away.
  2. Simple changes can drastically change how much effort you have to put into promoting and advertising your offers.  If you engage in paid promotional activities, conversion rates can radically change the ROI on your investment.  In fact, you might have enough traffic as it is.  You just need to change the user experience when they get to your site.
  3. Less data collected means less data to manage.  Make it easier on yourself and manipulate less uncecessary profile data.

 

One question that arises for anyone that pushes back or hesitates on testing for optimized response rates: Would you rather have more people in a permission-based relationship (so you can ask for more profile data as you go, as you need it) with your organization, or have drastically less (over 100% less in some cases!) people that you know about at all.

Is this infographic compelling enough to get you to reconsider just how much information you really need to ask for?  Say “Yes” in the comments if you see the benefits of testing this stuff!

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