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Over half of your site elements don’t affect conversion rate the way you think they do. How to find out which elements help and which hurt your conversion rate?
The solution is existence testing.
The reality I see all the time. When the website was first built, some content - often because of a random thought, never discussed - was placed on different pages of the site, and that's that. 2 years later it's still there.
People test wording of value props and CTAs, but rarely test whether the right things are on right places to begin with.
Great article, and a good reminder that everything on a page should be questioned.
Great post! That just shows you how some elements or designs that work on some sites, even if similar, may not work on your site.
Also, a good point was made about how a lot of times we are too sentimental about landing pages, elements, design, colors, etc. We may like something and "think" it will work, but in reality, changing it could greatly improve conversions.
It really is all about testing and using the numbers to make logical decisions. Eliminate guessing and don't think marketing is a one-size-fits-all industry.
Agreed, @justinbryant. As @peeplaja mentioned, lots of elements are just taken for granted and they're assumed to work. Existence testing is a great way to test assumptions like this.
Awesome work, thanks for posting this
It’s definitely valuable information. We are doing regular ab tests and this can give us a clue..
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