What is conversion tuning?

Put simply conversion tuning is the measurement of changes made to a website page with the aim of increasing the number of visitors converting from visitors to sales all leads.

There are two main techniques used for conversion tuning:

A/B Split Testing  - This is the simplest approach available. You can change one element of your site and simply compare your original version to the new alternatives by splitting up your traffic equally and measuring the results.

Multivariate/ Taguchi Testing  (also called Design of Experiments, or the Taguchi Method) – This method provides an economy of scale when testing changes to several elements at once. Instead of collecting data on each possible website recipe, Multivariate Testing collects data on carefully selected versions and then tries to predict the single best one. It is often inaccurate for online marketing, does not take complex variable interactions into account. Multivariate testing requires a statistical background to properly implement and analyze the results. It does not typically scale beyond small-scale tests with a few dozen total recipes.

What can you typically test for?

• HeadlinePage layout
• Navigation
• Color scheme
• Form layout
• Button text
• Sales copy
• Graphic images
• Call to action
• Offer or promotion