BFO-CRO-Conversion Rate Optimization

You’ve got a website that is performing well. You have people easily navigating your website, people signing up for your newsletter, and people contacting you through your site’s email system. Everything seems well, but someone asks you – can it be better? Instead of generating 100 emails this month, could you generate more with a different setup on your page?

You’re now thinking of running experiments on your website. But what do you change to get massive results? The answer may surprise you.

The idea behind running experiments is to improve conversions. More people sign up for your service, message you through the website, etc., but there has been a misconception that these changes must always be massive. Changing an entire webpage to look different or sending users through different steps in a process doesn’t always mean that you get massively upgraded results. Most of the time, it’s the small things that have a big impact. Here are a few examples of easier experiments that you could run first before dedicating hours to restructuring a page or process.

#CRO doesn’t have to be hard with these easy starter experiments. Click To Tweet

Change Button Colors

It may seem rudimentary, but even the color of a button on a website can have a big impact on how many clicks it generates. In one experiment, we simply changed a button from a silver color to an orange color. The result was massively increased pages per session – meaning that users were more engaged with the website!


You don’t have to choose the orange color for your buttons – that’s just a color we chose to experiment with. Try different colors to see what works for you!

Removing Text/Items from a Page

Yes, you read that right – one easy experiment you can try is to “declutter” your page. Sometimes, there are just too many options or items on that page. Having a very clear and “only one path” on the page may increase the number of conversions you see. It’s a bit strange to think that removing content will actually make things better – but that’s why it’s an experiment!

Moving Items from the Left to the Right (& Vice-Versa)

Say that on your page, you have an “Add to Cart” or “Contact Us” form on the right-hand side of the screen. Another easy experiment would be to see how this would perform on the left-hand side of the screen instead. If your website readers usually read from left to right, it would naturally be one of the first things they see.

Experimenting doesn’t have to mean making massive changes to your site. Sometimes, the smallest changes could yield great results. Don’t get bogged down with trying to think up some extensive experiment, and don’t stress out about having 25 variations either. Starting off with these few ideas may help inspire bigger experiments down the line.

Want to know more about running experiments is to improve conversions?  Start a conversation!

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