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Digital Marketing
Min read

Conversion Testing (2023): The Comprehensive Guide

Yoong Shien
April 18, 2023
5-star rating
Reviews on Capterra
Conversion Testing (2023): The Comprehensive Guide

What Is Conversion Testing

Conversion testing, also known as conversion rate optimization (CRO) testing, is a systematic process of testing and optimizing different elements of your website to improve the user experience and increase the likelihood of visitors taking a desired action or "converting." This could be anything from making a purchase or signing up for a newsletter to filling out a contact form or downloading an e-book.

Conducting regular conversion testing is essential for businesses because it enables them to get the most out of their websites, attracting more customers and driving more sales, while also providing valuable insights into the overall user experience.

Core Elements of Conversion Testing

A well-executed conversion testing strategy combines a variety of tools and techniques to analyze website performance and identify areas for improvement. Some of the common components found in an effective conversion testing strategy include:

Data Collection and Analysis

Gathering data on website traffic, user behavior, and engagement patterns allows you to understand how visitors are interacting with your site and what may be hindering conversions.

Hypothesis Formulation

Using the insights gained from data analysis, you can develop educated guesses, or hypotheses, about potential changes to your website that could improve conversion rates.


Implementing the proposed changes through a series of controlled tests (A/B testing, multivariate testing, etc.) helps determine which variations yield the best results.

Implementation and Continuous Improvement

Once the most effective changes have been identified, it's time to implement them on your website and continue monitoring performance to make further adjustments as needed.

With a solid understanding of the fundamentals of conversion testing, let's delve deeper into why it's important for digital marketers and e-commerce store owners alike.

The Importance of Conversion Testing

Conversion testing, also known as conversion rate optimization (CRO), is a crucial aspect of digital marketing and e-commerce strategy. By prioritizing conversion testing, business owners and marketers can effectively meet their growth goals and create a website experience that drives sales and customer satisfaction. In this section, we'll discuss the main reasons digital marketers and e-commerce store owners should prioritize conversion testing.

Increasing Revenue

One of the most significant benefits of conversion testing is its direct impact on a company's bottom line. By identifying and optimizing areas of the website that lead to higher conversion rates, businesses can generate more sales and revenue without having to invest in acquiring additional website traffic.

For example, consider two online stores selling the same products with the same amount of monthly website visitors. Store A has a conversion rate of 2%, while Store B has a conversion rate of 4%. With all other factors remaining equal, Store B is expected to generate double the revenue of Store A, simply by optimizing their conversion rates.

Optimizing User Experience

A seamless and enjoyable user experience is essential for keeping visitors engaged on your website and encouraging them to complete desired actions, such as making a purchase or signing up for a newsletter. Through conversion testing, you can identify areas of your website that may be causing friction or confusion for users, and make necessary adjustments to improve the overall experience.

For example, by analyzing user heatmaps and session recordings, marketers can pinpoint high-exit rate pages or sections, and make changes to reduce bounce rates and enhance the user experience. This can lead to higher website engagement, increased brand loyalty, and ultimately, a higher conversion rate.

Identifying Potential Issues

Even the most successful online store or digital marketing campaign can benefit from optimization through conversion testing. By continuously monitoring user behavior and testing different page elements or variations, you can identify potential issues that may be hindering your website's performance.

These potential issues could include:

  • Broken links or buttons
  • Slow page-loading times
  • Confusing website navigation
  • Cluttered page layouts
  • Poorly-written content

Proactively identifying and addressing these issues not only improves user experience but also ensures that your digital marketing and e-commerce efforts are running at peak performance without leaving potential revenue on the table.

Types of Conversion Testing

In the world of digital marketing, conversion testing is a vital process that allows marketers to optimize their websites and online campaigns. By employing various testing methods, businesses can identify the best-performing elements of their websites and streamline their user experience.

In this section, we'll explore three main types of conversion testing used in digital marketing: A/B testing, multivariate testing, and split URL testing.

A/B Testing

A/B testing, also known as split testing or bucket testing, is a popular method used by digital marketers to compare two versions of a web page or app feature to determine which one performs better. This method involves creating two versions of the same web page (A and B), with only one variable changed (e.g., headline, button color, call-to-action). Then, website traffic is randomly and evenly divided between both versions, and the performance of each is measured based on a predetermined goal (such as conversion rate, bounce rate, or time on site).

Key benefits of A/B testing include:

  • Relatively easy implementation
  • Accurate measurement of cause and effect
  • Eliminating guesswork in website design and optimization decisions
  • Allows for continuous improvement based on data-driven insights

Multivariate Testing

Multivariate testing is a more advanced form of A/B testing, where multiple variables on a web page are tested simultaneously to find the best-performing combination. This method can help digital marketers optimize their websites more effectively, as they can compare several design elements (e.g., headlines, images, and buttons) and their interactions with each other.

Some advantages of multivariate testing are:

  • Allows for testing multiple variables at once
  • Can reveal insights on the interactions between different design elements
  • Accelerates the optimization process compared to A/B testing multiple elements individually

However, multivariate testing may require a higher volume of traffic to produce statistically significant results and can be more complex to analyze.

Split URL Testing

Split URL testing, also known as redirect testing or A/B/n testing, involves testing two or more entirely different versions of a web page hosted on separate URLs. This testing method is useful when significant design changes or different page layouts are being tested.

Advantages of Split URL Testing

  • Allows for testing of large-scale design changes
  • Can be useful when testing multiple web page templates or platforms

Challenges Associated with Split URL Testing

  • Requires more work to set up and manage compared to A/B testing
  • May involve dealing with potential SEO issues related to having duplicate content on separate URLs

In summary, A/B testing, multivariate testing, and split URL testing each offer their unique advantages in optimizing websites and online campaigns. Choosing the right testing method depends on your specific goals, the scale of changes you want to test, and the amount of traffic your website receives.

By combining these testing methods as needed, digital marketers can make data-driven decisions and continuously optimize their website's user experience and conversion rates.

Key Metrics to Measure During Conversion Testing

In order to maximize the effectiveness of your conversion testing efforts, it's crucial to monitor the right key performance indicators (KPIs). By doing so, you can ensure that your tests are producing actionable insights and driving meaningful improvements for your website. Here, we'll delve into the crucial metrics that you should be tracking during your conversion testing process.

Conversion Rate

Arguably the most important metric in any conversion testing effort, the conversion rate is the percentage of website visitors who complete a desired action, such as making a purchase or signing up for a newsletter. By closely monitoring your conversion rate during testing, you can accurately gauge the effectiveness of the changes you've implemented and identify which variations are yielding the best results.

Bounce Rate

The bounce rate represents the percentage of visitors who leave your site after viewing only a single page. A high bounce rate may indicate that users aren't finding what they're looking for, or that the user experience on your site is subpar.

Keeping a close eye on bounce rate during conversion testing can help you identify issues and make necessary adjustments to keep visitors engaged on your website longer.

Time on Site

Time on site refers to the average duration a visitor spends on your website during a single session. This is an essential metric to track during conversion testing, as it can offer insights into visitor engagement levels and the effectiveness of your content.

If visitors are spending more time on your site during testing, it's likely that the changes you've made are positively impacting the user experience.

Revenue Per Visitor (RPV)

Revenue per visitor (RPV) is a metric that calculates the average amount of money generated by each visitor to your website. By tracking RPV during your conversion tests, you can measure the direct impact of your optimizations on your bottom line. A higher RPV indicates that your website is successfully driving more revenue from its existing traffic.

As you conduct conversion tests, be sure to track these crucial metrics to understand the impact of your optimizations clearly. Combined with a strong testing strategy, monitoring these KPIs will position you for success and ensure that your tests are yielding actionable insights to improve your digital marketing and e-commerce efforts.

In the next section, we'll cover best practices for conducting conversion testing, so you can optimize your approach and get the most out of every test you run.

Setting Up Conversion Testing

Follow these steps to optimize your website's performance and drive business growth. For a detailed guide on how to conduct conversion testing, refer to our separate, in-depth article [insert internal link here].

  1. Establish conversion goals: Set clear, measurable goals aligned with your overall business objectives.
  2. Identify target audience: Create detailed buyer personas to understand audience preferences, behaviors, and motivations.
  3. Conduct a conversion audit: Evaluate your website performance to identify areas of improvement and inform testing strategy.
  4. Select testing tools: Choose a conversion testing tool that fits your needs, such as Optimizely, Google Optimize, VWO, or Unbounce.
  5. Create testing hypothesis: Develop a well-defined hypothesis outlining changes, expected impact, and reasoning.
  6. Develop a testing plan: Create a plan that includes test objectives, prioritization, schedule, and documentation.
  7. Prepare website for testing: Optimize for various devices, implement tracking and analytics, maintain consistent design, and ensure fast page load times.
  8. Design and implement test variations: Create test variations focusing on high-impact elements and bold changes that align with your brand identity.
  9. Run tests: Follow best practices like testing one variable at a time, ensuring statistical significance, and minimizing external factors.
  10. Analyze and interpret results: Review test metrics, determine winning variation, evaluate statistical significance, and consider secondary metrics.
  11. Iterate and optimize based on results: Use insights from tests to inform future tests, share learnings across your organization, and drive continuous growth.

Best Practices for Conducting Conversion Testing

When it comes to conversion testing, having a well-designed strategy is crucial to driving meaningful results for your website. In this section, we will delve into the best practices for conducting conversion testing to help digital marketers and e-commerce store owners maximize the effectiveness of their efforts.

Define Clear Test Goals

The first step in ensuring a successful conversion testing process is defining clear and specific objectives for each test. These goals should be tied to your overall business objectives, such as increasing revenue or boosting customer retention.

Some example goals for conversion testing might include:

  • Increasing sign-ups for a newsletter
  • Reducing shopping cart abandonment rates
  • Increasing the average order value
  • Improving click-through rates on marketing emails

By setting clear goals for your tests, you can better focus your efforts and measure the success of your improvements.

Develop Data-Driven Hypotheses

As a digital marketer or e-commerce store owner, your hypotheses should be driven by data and insights gathered from user behavior. Analyzing your website's analytics, user feedback, and industry benchmarks can help guide your testing plans and hypotheses.

For instance, if you notice that the bounce rate is high on a particular web page, you might hypothesize that visitors aren't finding the information they're looking for or that the page's design requires improvements to encourage further engagement. Consequently, you can use this data-driven hypothesis to inform your testing plans and prioritize which elements to test first.

Prioritize and Test Only One Variable at a Time

While it may be tempting to test multiple variables at once, doing so can make it difficult to determine which change had the most significant impact on your results. By isolating single variables and testing them individually, you can gain a clearer understanding of each element's effect on the user experience and conversion rates.

For example, to test a call-to-action button, you could change:

  • The button's color
  • The text displayed on the button
  • The placement or location of the button on the page

By testing each of these variables separately, you can identify the specific changes that lead to the most significant improvements in your conversion rates.

Run Tests for a Sufficient Time Period

In order to make informed decisions based on your test results, it's crucial to run each test for a sufficient amount of time. Running tests too briefly can lead to inaccurate conclusions or insufficient data for reliable analysis.

A general rule of thumb is to wait until you've reached a minimum of 100-200 conversions per variation before drawing any conclusions. The actual duration will vary depending on your website's traffic, but always err on the side of caution and let tests run for a more extended period.

Monitor and Analyze Test Results

Finally, actively monitor and analyze your test results throughout the testing period. This will help you identify trends or anomalies in your data and make informed decisions about which changes to implement on your website.

Pay close attention to your key performance indicators (KPIs), such as conversion rate, bounce rate, and revenue per visitor. Comparing these metrics between variations will provide insights into which changes yield the best results for your website.

Following these best practices can help ensure that your conversion testing efforts drive meaningful improvements for your website and contribute to the better overall user experience.

In the next section, we will explore how a comprehensive platform like Howuku can help streamline your conversion testing and provide a holistic overview of your website's performance. Stay tuned!

Conversion Testing Tool

The world of conversion testing can be complicated and time-consuming, especially if you're trying to manage multiple tools and data sources. That's where a comprehensive platform like Howuku can make your life easier.

By consolidating website analytics, heatmaps, and session recordings into a single user-friendly platform, Howuku helps streamline your conversion testing process and enables you to make data-driven decisions.

In this section, we'll dive deeper into the specific features that Howuku offers to help you optimize your conversion testing efforts.

Integration of Website Analytics, Heatmaps, and Session Recordings

Rather than juggling several different tools and platforms for your website analysis and conversion optimization, Howuku brings everything under one roof:

  • Website Analytics: Gain valuable insight into your website performance by monitoring metrics like page views, bounce rate, and time on site, all from a single dashboard.
  • Heatmaps: Understand how your users interact with your site by visualizing their click, scroll, and mouse movement patterns with heatmap overlays.
  • Session Recordings: Dive deeper into user behavior by watching actual recordings of how visitors navigate through your site, helping you identify areas of friction or confusion.

By centralizing these critical components of conversion testing, Howuku allows you to easily monitor and analyze user behavior, leading to faster and more accurate optimization decisions.

On-Site A/B Testing with Visual Editor

A/B testing is an essential part of any effective conversion testing strategy. Howuku simplifies the A/B testing process through its easy-to-use visual editor, enabling you to:

  • Quickly create and edit variations of your web pages without coding knowledge
  • Test multiple elements, such as headlines, images, or calls-to-action, to identify the best-performing combination
  • Monitor and analyze test results in real-time, making it easy to identify winners and continuously optimize your website

With the streamlined A/B testing process, Howuku helps you save time and resources while maximizing the impact of your conversion testing efforts.

Event Tracking and Analysis

Keeping track of essential user engagement metrics is crucial in understanding what drives conversions on your site. Howuku's event tracking and analysis feature allows you to:

  • Easily set up custom event tracking for specific interactions, like button clicks or form submissions
  • Monitor conversion funnels for these events, identifying where drop-offs occur and potential areas of improvement
  • Analyze performance data for each event to drive optimization efforts and improve overall user experience

By focusing on the most critical engagement metrics, Howuku helps you identify and prioritize areas of improvement to boost conversions.


With a comprehensive platform like Howuku, digital marketers and e-commerce store owners can gain valuable insights and streamline their conversion testing strategies. By integrating website analytics, heatmaps, session recordings, A/B testing, and event tracking into a single user-friendly platform, Howuku provides a powerful and efficient solution for conversion optimization.

Don't let conversion testing overwhelm you – let Howuku's all-in-one platform simplify the process and help you unlock your website's full potential. Sign up for a free trial today and discover how Howuku can drive growth and improve the user experience for your digital marketing and e-commerce efforts.

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