Conversion Sciences

The things that fundamentally improve your SEO are also the things that fundamentally help you to improve your conversion rate.

SEO drives traffic. CRO helps you do something with that traffic.

Together, they can make a huge impact on your website’s performance.

What are you doing to optimize the traffic you’re driving to your website?

You don’t need to be a mathematician to run effective AB tests, but you do need a solid understanding of the statistics behind split testing.

An AB test is an example of statistical hypothesis testing:

1. A hypothesis is made about the relationship between two data sets.
2. Those data sets are then compared against each other to determine if there is a statistically significant relationship or not.

To put this in more practical terms, a prediction is made that Page Variation B will perform better than Page Variation A. Then we try to prove our prediction wrong.

The data sets from both pages are observed and compared to determine if Page Variation B is a statistically significant improvement over Page Variation A.

The statistics answer the question, If we performed this test again, would we expect Page Variation B to win again?

That seems fairly straightforward, so where does it get complicated?

The complexities arrive in all the ways a given “sample” can inaccurately represent the overall “population.” That’s why you need to ensure the sample can accurately represent the population.

BTW, this is why you need a Conversion Scientist® running your AB tests. We live for data.

Think A/B testing is just for big companies with lots of traffic?

Even small and mid-sized businesses can benefit from A/B testing.

With affordable tools and a structured approach, any business can run effective A/B tests to optimize their conversion rates. The key is to

- Start small
- Focus on high-impact areas
- Build from there

Improving even small aspects of your site can lead to significant revenue gains over time.