In the lead up to the holiday season, it helps to hone in on your testing strategy. This week’s infographic features figures from Econsultancy’s Conversion Rate Optimization Report 2011 remixed by Monetate.
Click infographic to enlarge
Not surprisingly, the majority of site testers test calls to action. What is shocking is that only 49% test the checkout process. Even if your site doesn’t have a traditional checkout, you have a conversion funnel that you should be testing on a continual basis.
This list should give you an idea of elements to test this holiday season (or whenever the seasonal spike is for your business), but understand your priorities are not based on what others are doing. And remember that tests conducted earlier in the year may not have bearing for the peak season – for example promotions and offers, copy and imagery. Customer intent and behavior changes, even in the final two weeks before December 25. Strategize accordingly, and don’t be afraid to run a series of short tests throughout the holiday rush, taking advantage of higher traffic which translates into shorter test times.
Companies that are happy with their conversion rates test on average 40% more tests than those who are unhappy Tweet This Stat
75% of ecommerce sites that test do between 1 and 5 tests/mo Tweet This Stat
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72% of ecommerce site testers test call-to-action buttons Tweet This Stat
71% of ecommerce site testers test page layout Tweet This Stat
65% of ecommerce site testers test navigation Tweet This Stat
63% of ecommerce site testers test copy Tweet This Stat
49% of ecommerce site testers test promotions and offers Tweet This Stat
Only 49% of ecommerce sites test the checkout process Tweet This Stat
43% of ecommerce site testers test images Tweet This Stat
Only 13% of ecommerce site testers test security fields Tweet This Stat