Having ample traffic on a test page will provide clearer, faster results, but pages with less traffic still deserve to be tested. To run tests on pages or areas of your site with lower traffic, take the following advice into consideration:
1. Lower Your Confidence Level
Running tests on lower traffic volume sites usually requires longer time to reach statistical significance. Thus setting a lower confidence level (90% or 80%) would help you wrap up the test in a shorter period of time. Your testing tool should allow you to change the confidence level manually.
2. Use A/B(n) Tests Instead of Multivariate Tests
MVTs usually take a bit longer to achieve statistical confidence. Limiting the number of test experiences by setting up A/B tests would enable you to have higher traffic per experience.
3. Test High-Impact Changes
Testing clearly differentiated changes is more likely to have noticeable effects. Changing the text font of one sentence or the background color of one button are not distinguished enough to give you the impact you expect. Consider tests that you expect would alter your visitor’s conversion decisions and actually make a strong impact. For retail clients, this might include a free shipping or discount banner, product page redesigns or changing the number of steps in the check-out funnel.
4. Test Direct Conversions
Tracking conversions that direct from the test page (clicks on a link or page view of the next step from the test page) rather than the ultimate goal (purchase confirmation or lead conversion) can help you pinpoint the immediate effect of the test.
5. Run Sitewide Tests
Running sitewide tests cumulates the traffic of your entire website. Some ideas for sitewide tests include: adding site-wide banners, changing the global navigation, and editing the header. With this accumulation of traffic from your entire site, you can glean greater insights where you might have previously needed to run a test long-term or lower your confidence level. It’s a always a great place to start!
This has been another Optimization Short brought to you by the Maxymiser team! As always, we are eager to answer your questions in our ongoing series of educational articles. Post in the common or feel free to reach out to Crystal or another member of the Maxymiser team!
For more Optimization Shorts, click here.