One of the things I've been looking into recently is how to tweak
sites to maximise the conversion rate of visitors. As an example let's
look at the birthday brain, this is a site I've developed as a bit of a side project.
The key area of the homepage is the login/register box, the key
objective of this page is to get readers to understand the service and
register. The secondary objective is to make it clear what the service
is about to search engines.
The original design of the login register block looked liked this:
While there is nothing wrong with this design it does hide the
register box away under the login box. User's who have already
registered will be taken straight to their reminders if they check the
remember box and can easily spot the login boxes if not. So making the
register button a bit more obvious by swapping the two around seems
like an obvious change. This is what we end up with:
A small change but how do we know how big a change it would make if
any? I setup the page so a querystring would change which version you
were looking at so ?ver=2 would display the new version then setup this
in Google's Web Optimizer.
This service directs users to one or the other version from google, it
then tracks the conversions on the site and shows a graph for each
showing the conversion rate. The old version already had a very good
conversion rate of 9.28%. The new version however managed to convert
10.7% a very decent 1.42% improvement for an hours work!
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