Which of these two calls to action results in more clicks?
As designers and copywriters we can debate the merits of both options, but there’s only one way to arrive at a definitive answer to this question: Testing them both.
By providing each variant with a sample of users, and by testing the volume of clicks both receive, we can decide on the more effective option. This process of evidence-based improvements to design components is known as conversion rate optimisation, or CRO for short. Normally, CRO involves testing more than two different variants, with the most successful options then generating a new set of variants in turn.
Confused yet?
The diagram below shows this process of multi-variable, multi-stage testing.
As this illustration shows, the elements of a feature are gradually refined as the testing process progresses. For instance, the green palette tested well in the first stage, so the second stage focuses on iterations of that variant. Then, in turn, the curved shape does better, so variants with a green palette and a curved shape are tested. In theory, this process can go on forever, and is only limited by the resources available to the UX team and the rate of conversion needed by the feature in question.
Of course, CRO can be used for far more than just CTA buttons. One classic example of CRO in action is with landing pages, for which a wide variety can be produced and tested throughout the course of a lead-gen campaign. CRO is a process that can be applied almost anywhere, provided that you can create variations of a testable feature. Take for instance a case from the Kooba website, where we tested and then implemented an improved newsletter sign-up form to reach a higher conversion rate.
The importance of design
Whilst good design can ensure a strong level of performance without additional testing, it can never completely maximise your user conversion. To do that, CRO strategies need to be implemented to methodically test a series of design proposals, and ultimately decide on the best edit. This still requires good design thinking of course, as each variant that is tested needs to have a realistic chance of improving the conversion rate. This is especially true if we are testing these designs with a real audience, as exposing potential leads to randomly generated features could be disastrous for your business. By actually designing each variant, you can ensure that the minimum standard of user experience remains high for your leads and customers, and minimise lost business during the testing phase.
Learning your lessons
Why do we like to test such a wide variety of options as possible during CRO projects? One reason is the information that can be gained by doing so. By testing a series of variants which each feature just one or two changes to the original design, we can identify the elements that are actually causing the improved conversion rates recorded. This information can then be used in future design, copywriting and marketing work. In the above example, this would mean noting the conversion success of the green palette and curved shapes, and leveraging those on other lead generation content across your website and marketing channels. In this way, the CRO of one feature can often create spillover benefits to your entire marketing strategy, as it provides data on what your users actually respond to and appreciate.
The long game
As with a lot of UX work, CRO is something that benefits from regular attention and investment. By engaging in frequent CRO, your design and copywriting teams will be able to develop an expansive and intuitive understanding of what does, and doesn’t, convert your users. By maintaining this work over time, not only will conversion rates continue to improve, but changes in user behaviour will be immediately noticed and managed.
Kooba don’t recommend CRO for every project. Sometimes it's faster and simpler to just design a feature without extensive testing. But when you really, really need to convert as many users as possible, nothing compares with effective CRO.
If you're interested in what Kooba's UX team can do for your conversion rates, don't hesitate to get in touch!
