The website for an ecommerce business is critical. If the layout or content is not attractive, 38 percent of all consumers will leave. CRO, or conversion rate optimization, multi-variate testing, and analytics are an important part of the process for a successful website.

Once the business has finished their research, data collection, and analyzed their findings, testing is the next step. Testing can be speculative, in the hopes for conversion improvement, or the problem can be located first with multi-variate testing. Once the problem has been identified and solved, it can impact conversion rates. Multi-variate testing enables a business to test numerous versions simultaneously. The process classifies the different versions, as well as the original. The best approach is identified during the early testing stages, then the optimization can be accomplished using more details.

Most businesses measure their results by beginning with a small grouping of visitors. The behaviors and metrics have already been defined, so it is possible to see any changes in conversion rate based on the new approach. This can begin with an increase in time visitors are spending on the site, more clicks, or more scrolling by the consumers. When using multi-variate testing, each variable must be tested separately. This will ensure the business knows which change was successful. The only exception is for extremely large-scale changes. Multi-variate testing should be used to establish several entirely different designs. This will narrow down any future optimization.

Prior to deciding which design will be used, data should be collected for several weeks. This will reduce any anomalies since every variable cannot be controlled. The metrics are based on the specific goals of the business such as length of time per page and number of purchases. Once the major issues have been tested, the other elements on the page should be tested to determine their effect. This includes font size, the placement for the call to action, the headline copy and image placement. Any bottlenecks must be corrected.

These steps can optimize conversion rates. New technologies are consistently making the process of manual implementation and adjustments simpler and less time consuming. This encompasses everything from testing to analysis to data collection. The process will locate any errors, identify website issues, and improve the conversion rate of the site. The process is also effective, efficient and affordable. Once the necessary changes have been implemented, it does not require a long period to see results.