Learn how to optimize a web page by testing multiple variations of page factors to determine which produces the highest conversion rates and least bounce rate. |
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- Setting Goals and Measuring Success Previous Page).
- Factors to Test and Test Page Designs (This Page).
3. Determine Web Page Design Factors to Test
In this optimization round, we've decided to test two factors known to be critical determinants of visitor behavior. We want to know which combination of the two factors most positively motivates the desired user action.
| The Amount of Copy on the Page the Visitor Must Absorb | We know that time is a critical factor in the mind of the site visitor and reading from the computer monitor has its challenges.
The amount of copy on a page is critical — sufficient to make an informed decision and motivate action but not so much that it creates Page Friction
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| The Number of Fields of Personal Information the User Must Input in an Information Capture | For the user, providing personal information is a tussle between the urge to protect against information misuse and the motivation to experience gain from the offerings on your site.
Gathering more information for lead generation purposes may be better, yet personal information capture creates friction and is often a barrier to the user's forward movement. What is the right balance? |
4. Determine the Number of Test Layouts
We've decided to test four page layouts, giving us a sufficient sampling of possible combinations of our two test factors.
1. Short Copy,
E-Mail Capture | Short Copy with Only E-Mail Capture Before Clicking On To Conversion Funnel |
2. Long Copy,
E-Mail Capture | Long Copy (approximately 3 times more) with Only E-Mail Capture |
3. Short Copy,
Long Capture | Short Copy as In Test 1, With Multiple Fields in User Information Capture |
4. Long Copy,
Long Capture | Long Copy as In Test 2, With Multiple Fields in User Information Capture |
View The Four Example Page Designs 
Return To Steps 1 & 2
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CASE STUDY - OPTIMIZE LANDING PAGE
CASE STUDIES
THE OPTIMIZING STRATEGY
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