Columnist Brendan McGonigle shares insights on conversion rate optimization.

1. Work towards strategic business alignment
Whether it be on-page button testing, ad creative testing, or even tag testing from the SEO team, multiple departments/concentrations are going to be involved at different levels. In order to complete an actionable test, it’s crucial that all actors buy in on the test’s potential impact. Involving all departments throughout the process creates a necessary culture of optimization and a shared desire to be better.
2. Design a documented growth plan
Identifying where you want to go encourages engaged parties to consider the optimal path to get there. Applying deadlines and targets will organize the testing process and cultivate shared accountability.
3. Conduct a heuristic analysis
Now the fun begins. The need to be better has been identified, but where to begin? A heuristic analysis should identify the bottlenecks for growth and shape the testing battlefields. This is where expert opinion is applied to identify the broken component.


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