Once you have a better picture on the current state. It’s time to try and improve it. A good way to do it is by using the option to serve different pages to unique visitors and measure the differences.

Following our e-Commerce site example, there are few options to test:

• Create few versions of your ‘buy’ page.
• Change modules on a certain page.
• Change the landing pages.
• Change the funnel: number of pages, modules, steps etc’.

Tips

Few guidelines to gain more reliable results:

• Test a few elements at a time – If you change multiple elements on each page, it can be difficult to figure out which element or combination of elements was responsible for the best results. For example, create multiple pages but change only the main image on each page, and keep the same layout and text to ensure that any difference between the page results is due to the image.
• Use high-volume pages – The more often that people see a page or complete a goal, the less time it takes to gather data.
• Make bold changes – Users can miss small changes and you can end up with inconclusive results.
• Keep testing – With follow-up testing, you can build on the success of your experiment. Did one headline encourage a lot more purchases? If so, test it alongside a product image or an image of a spokesperson.

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