Version Testing

The conversion rate of a site is the percentage of total visitors coming to the site that become customers. Version testing is the process by which we increase the conversion rate (the amount of sales) by making onsite changes to the website. If you already have a large amount of traffic (a large volume of visitors) to your website, Version Testing could quickly and permanantly raise your profit margins at very little cost.

A simple example of increasing profits

This process can up to double your profit margins. The process involves testing alterations to a webpage, allow me to provide an example:

You are a chocolate company that has 20,000 visitors a month to your website which has a photo of an unopened chocolate bar on the front. You have a 4% conversion rate, meaning 800 of those people buy your chocolate bar. If we were to version test the page, we might take a different photo of the chocolate bar, and test it against the original. We might find that 6% of people who see the photo of the opened chocolate bar convert, whilst before with a photo of the chocolate bar unopened only 4% bought the bar. So you change your photo, and with no real extra effort, you now have 1200 customers every month instead of on 800!

Is it more complicated than the example?

It is of course more complex than the example above, but the principle is the same. When running version testing we play with a multitude of variables: images on the page, image size, different text, different page layouts, different buttons to click on... the list really can be endless. We can now run version testing using organic traffic – which means the costs are minimal compared to the gain in custom.

Want more information?

If you would like more information or have any questions, please feel free to call us on 0845 257 0337. Alternatively you can use the contact SEO page.