When attempting conversion rate optimisation (CRO), how do you know what to optimise? No matter how big or small your website, the list of testing opportunities is almost never ending. Every form field, discount code box, call to action, coloured button, checkout page, confirmation email – any of these things and more can be tested to ensure you’re getting the most out of the visitors to your site.
Before beginning your CRO campaign, one of the most important things to note is that there’s no definitive list of elements that should or should not be tested. The testing plan created for your own website must therefore be unique: it will depend on where the key issues have been found across your site and the impact they have on visitor pathways through it. The issues (and solutions) you find are likely to fall into one of two categories: