This entry is part of a series of posts about marketing optimization and the marketing optimization process.
Finally, here is an overview of the marketing optimization process that I continuously work on. it is a 5-step process to master and maximize website conversions that I came up with after completing 5,000 A/B tests, thousands of different landing pages, and hundreds of different ecommerce sites within a span of more than a decade. This system has helped me tremendously the past couple of years, enabling me to create more websites in almost half the time and ultimately helping me make better decisions and get bigger results.
Following this process can help you dramatically increase your conversion rates, as well as generate more leads.
Step 1 – Discovery
This first step involves a lot of research, which is necessary in running successful split tests. You will be reviewing both quantitative and qualitative data to determine where the biggest opportunities lie. Once you are able to gather and interpret your data, you will be able to prioritize the changes that you need to make in order to generate more profit.
Step 2 – Hypothesis
Once you know where to start testing as well as what to test, the next step is creating a hypothesis, also known as creating educated guesses. This allows you to turn your tests into different experiments. These experiments will be data- and fact-driven, and then you will have to outline how they should impact the website.
Step 3 – Execution
Perhaps the most crucial part of the process, execution is where you create all the materials and complete the testing process. This step requires the use of tools to create, track, and review the tests for each experiment. Your tests will either succeed, or fail. Do not panic – at this stage of the process it is far more important to analyze each test so you can learn from the factors that made them either succeed or fail. You can then use these learnings in improving your website.
Step 4 – Review
This next step is necessary after your test becomes successful, because you need to make sure that it makes sense to release the creation on the live site as the control baseline. You will then use website data analysis to run statistics and ensure that the new changes are helping your conversion history in its entirety.
Step 5 – Scale
The last step in the process involves scaling and growing your bottom line. Once you are able to determine which tests are helping you improve your conversion rates, increase sales, and generate more leads, you can now apply what you learned to various areas of your website. Scaling is a matter of applying all your successful experiments to your website so that you can get better results within a shorter amount of time.
I will be discussing these steps in detail one by one in my next posts, so stay tuned. Let me know what you think of the 5-step process in the comments section.