The conversion funnel across marketing channels and your website is rife with opportunities to delight and frustrate your customers. Identify the elements that are pain points and seek to eliminate them by leveraging industry best practices, A/​B testing, and customer research.

Tools such as Google Analytics can reveal substantial amounts about your consumer base, your best products, the sources of your traffic, and post-click engagement metrics. Although Analytics is capable of all of that and more, it has holes. Notably, Analytics is action-oriented and fails to reveal the eye movements and mouse movements of a user on any given page. This is why GRAYBOX recommends heat-mapping tools that add additional layers of insight into how users are viewing, absorbing, and navigating through your pages. Using this data, you can eliminate images, buttons, and text that fail to engage your audience and help determine what areas of the site need to be optimized.

Oftentimes, there's a very clear gap between what our client-partners are doing based on industry best practices or relevant user experience trends. This opens the door for a straightforward strategy of iterative improvement that GRAYBOX can work with you on prioritizing and executing. We use an impact and effort scale to determine the potential benefit to the business and the user experience, as well as the level of effort associated with making a given change. This helps create a clear delineation as to what you should do sooner rather than later.

If there isn't a clear path forward on how to move the needle on a critical conversion area on the site, GRAYBOX can test to see which one will be more effective long-term for your users. Whether it be a landing page or your entire website, content is king when it comes to generating conversions and it should always be tested when significant changes are made. Content determines the effectiveness of your blogs, your social media, and your landing pages. The headlines you utilize are the few snippets of text that keep your user engaged in your content.

The key to effective testing is by testing elements one at a time. Although it is possible to do multivariate testing, keep in mind the difficulty of such without enough traffic flowing through the site to support it. If you're second-guessing elements of your page, start with A/B testing your isolated content as these aren't typically areas that you can assume effectiveness for. Once you figure out what works best there, move on to testing multimedia and other elements that you've found effective on other pages of your site.