Conversion Rate Optimization For The Rest Of Us
As online advertising continues to take a larger share of overall advertising expenditures a broad array of technologies are being employed to increase website effectiveness.
Until recently, much of the focus has been on tools that are designed to increase the number of website visitors.
Many companies have now realized that while increasing the number of visitors is important, converting these visitors into customers is the real benchmark of success.
You must optimize your conversion rates
As more website publishers target increased conversion rates, the use of multivariate testing to determine which combination of website text and graphics is most effective has grown.
Increasing conversion rates is a non-trivial task. Any single web page might have dozens of variable elements that could be tweaked in many different ways. If one chooses to test all possible combinations the problem quickly gets out of hand.
Most multivariate testing solutions rely on a piece of statistical black magic known as fractional factorial testing. In layman’s terms, not all page combinations are tested. Instead, after testing an array (a subset of combinations) a statistical model predicts the most effective combination.
What tool you should use?
While clearly a good approach, there are a number of downsides. Available offerings are quite expensive, complex, and in some circles are viewed as less than completely reliable. Worse yet, since they test an array until statistical reliability is achieved for every combination in the array, they require a large number of web visitors to work. Some vendors point to a minimum of one hundred thousand visitors per month. These limitations have left most small to medium sized businesses on the sidelines when it comes to website optimization.
Adaptive Multivariate Testing
Not any more. Hiconversion (www.hiconversion.com) has introduced an Adaptive Multivariate Testing Solution that breaks website optimization adoption barriers. This patented technology adapts to visitor behavior and converges to the best page combination in real time.
As result, it is effective with an order of magnitude fewer website visitors than traditional solutions.The product is designed for non-technical users and it is priced for mass adoption.
With Hiconversion, effective website optimization services are now available to all of us.
