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The author

Chris Rowett

Director of Performance

People – Start your engines, it’s time to optimise! 2011 is tipped to be the year that most search advertisers take a look at where they are sending all the traffic they pay for and think “I need a better vehicle”. The key message for 2011 is to optimise your website for conversions and the best way to do this is to test, test hard and fast!  If 2010 opened our eyes to the concept of improving conversion rates through testing, then 2011 will open up the throttle as the race for bigger and better conversion rates begins!

People – Start your engines, it’s time to optimise! 2011 is tipped to be the year that most search advertisers take a look at where they are sending all the traffic they pay for and think “I need a better vehicle”. The key message for 2011 is to optimise your website for conversions and the best way to do this is to test, test hard and fast!  If 2010 opened our eyes to the concept of improving conversion rates through testing, then 2011 will open up the throttle as the race for bigger and better conversion rates begins!

If you are not doing tests on your site then you may be left behind as more and more of your competition start running their first tests and seeing improvements.  However, for the savvy marketer, now is the time to get an early start. So here are my top tips for a great race this year: Check Your Tires – preparation is key.  You should plan out the pages you want to test on, and think about the ideas you want to test. Get A Quick Start – the route is easier to see when you start moving.  Don’t worry if your plan is not robust, or your ideas are not brilliant, or even if your variations are not designed to perfection.  Just get moving as soon as possible. Take Smooth, Regular Pit Stops – stop and consider what you’ve achieved and how to keep going, but don’t dither!  It is important to keep considering whether you are testing the right pages and doing the right tests, but don’t stop – just make adjustments to your plan if necessary. Hit The Highest Gear – don’t slow down.  It is easy to sit back and enjoy a test result, but you should start a test immediately after one finishes.  In my experience you should have the next test implemented, checked, and ready to go live before the conclusion of your current test. Take risks – fortune favours the brave.  Don’t be shy and stick to variations that are similar and comfortable.  Try some completely radical tests.  Potentially you will skid off the track – but you might just find yourself at the front.  A radically different variation is likely to have a much worse conversion rate, or a much better one – worth the gamble if you ask me… And there you have it – some 2011 resolutions for your Conversion Rate Optimisation campaigns. You may also want to take a look at what you should be doing this year with your SEO and PPC strategies. Oh and be sure to read my colleagues' posts on SEO resolutions for 2011 and PPC.