Do you know what improves the efficiency of your business? It’s hard to answer this question, especially when it comes to website optimization. By optimizing your site you can get more visits, conversions and sales. So how can you optimize it correctly?

One of the tools for developing web projects is A/B testing. This method allows someone to measure the audience’s preferences and to influence the key performance indicators of your site, including conversions, time on the page, bounce rate, and other metrics. The A/B test includes the usage of two (A and B) or more variants of one webpage. Variant A is the original while variant B and others are its modifications. You can select one or several elements on the page, change their color, position, form, function, etc. and test in different variants. Use each variant at similar time periods to observe and measure its performance independently from any other factors. Provide a particular audience for each variant. Analyze the performance data and identify the leader.

Thus, website optimization determines how separate site elements affect the overall conversion rate. Compare your A and B indicators. If the B indicator is higher, it means that the changed elements stopped the growth of your conversions. If the variant B index is lower, these changes helped you get more leads.

What to test?

Most companies test the effectiveness of their websites by testing landings. A good landing page which contains the information your potential customers need, has a higher conversion rate than a homepage with general information. Thus, many companies focus on landings more than on the other webpages. But how do you know what pages you should focus on?

Before you start testing, look at your conversion process. How many leads do you have from different pages? What will happen if you delete one step? What if you add a step? Testing that is provided at the page level can give you useful information on how the changes in your marketing funnel can influence your conversion rates.

After you understand which pages bring you the main conversion share, you can start with their optimization. Delete or change the color and position of some specific elements on the webpage and compare the conversion rate between the original and the changed pages. Thus, you can determine how design elements affect your customers.

Testing the webpage elements not only affects the conversion rates, but also gives you ideas for future testing. It is an excellent way to increase your website effectiveness and performance without much effort. Small changes made on the site can affect the overall level of profitability.

After you find out what elements work effectively, place them on your other pages. You can also improve the site elements by adjusting their size, text, color, image or layout. If a webpage component does not affect the conversion rate, try to improve its features to make it more efficient. If an element does not convert, delete it completely or test another item for its replacement.

What is Conversion Rate Optimization?

By testing and analyzing the site you can find the optimal combination of elements to maximize your conversions. Conversion Rate Optimization (CRO) is a gradual improvement of website performance for enhancing and increasing the conversion rate. Most of your site's visitors will never come back. You have come such a long way to bring them to your website, so do not lose the opportunity to convert them into your buyers.

Use CRO to get the data you need and make the right decisions. You will find that some of your website elements don’t contribute to your lead generation. On the other hand, you can identify the items that bring you a greater share of conversions. Tests will give you detailed information on what actually works effectively for your target audience and what does not.

How to Optimize Your Website And Get Larger Conversion Rates

How effective is CRO?

Here are some examples. A series of tests carried out on a homepage can result that after deleting the sliding header a website profit may increase by 25% per a visitor. By removing the navigation toolbar from one page side the profit may grow by 19%. The removal of these site elements can boost your income by millions of dollars per year. The figures after deleting a promo-banner can be shocking: a 43% increase in sales, after removing a sidebar - a 71% growth in the conversion rates.


When properly conducted, the tests are a phenomenal way to improve your website performance and effectiveness. The use of proper data for removing all unnecessary items and maximizing the effectiveness of the useful ones can truly help you optimize your webpages the best way for you and your target audience.

Webxloo offers you a professional and individual approach to your website optimization and improvement of its conversion rates. Our services and tools proved their effectiveness as well as reliability on the websites of any complexity and functionality. Our knowledge and more than 10 year experience will find the best solutions for your business.

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Last updated on December 10th, 2019
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