Optimizely has a solid list of 71 different website testing ideas – check it out here. (Side note: this content has existed for a long time, but they recently re-shared it with me. Re-sharing solid blog content like this is a great nurturing tactic!)
I have tried a number of these 71 tips with varying levels of success. Below are the top four that have worked for me. What works on one site may not work on another, users’ behaviors change over time, and mobile will have totally different success than desktop (and don’t even get me started on tablet.) So even if you’ve tried some of these before, it’s worth considering retesting at some point.
Here are the four most successful testing tactics that I’ve found, as listed on the Optimzely blog post:
“Buy Now? Purchase? Checkout? Add to Cart? Change the call-to-action (CTA) text on your buttons to see which word or phrase converts more visitors.” I’ve had success with this sort of a test every time. You never really know what a visitor is hoping to see, and different CTAs on particular pages may improve conversion too. Matching CTAs with on page content often is helpful.
“Test multiple CTAs per page against one CTA per page.” I sometimes joke that every other line of copy should be a CTA button… that’s extreme, but having different CTAs in different places on the page may help a visitor find the ‘thing’ that entices them to move forward in your funnel.
“Test different types images on your landing page. People versus product is a good place to start.” Sometimes this fails for me, but recently I’ve had good success. Always worth a test, but sometimes the results are so small there is no statistical significance. Big tests are often better here, so I’d start with huge differences in images before testing if the female customer beats the male, etc.
“Test removing navigation to any pages outside the checkout funnel.” I call this a prisoner page, and it works for SEO and other bottom of the funnel pages… but it can also backfire if someone isn’t ready to commit. Sometimes adding high conversion navigation links (vs. what you may have on your regular site nav) can help the prospect find out more info, but also stick to pages that convert, keeping the conversion rates high.