Experimentation to increase conversions

Daniela Espinosa
18 de December de 2021 · 6 min de lectura

The ability to experiment determines business speed. A company that does not test its websites and applications has a lower chance of success than one that does. But, what is behind this phenomenon?

Testing is a method of research used in user-centric design. Its primary goal is to examine a digital product or service — a web page or an application — both during the design and optimization stages.

According to Marketing Experiments, the proper use of targeting and testing strategies can enhance conversion rates by up to 300 percent. Additionally, according to the Demand Gen Report, firms who thrive at lead nurturing produce 50 percent more sales chances at a 33 percent lower cost. This emphasizes the significance of continuous testing for effective websites and applications.


Why is testing important?

Companies frequently have questions concerning various business issues. For example, “How can we improve the experience?” “What can we do to boost conversion?” or “How can we increase profitability without raising campaign expenses?”

Initiatives are developed as a result of these business issues and the examination of quantitative data. These initiatives are then translated into hypotheses. Experimentation and data analysis, for example, can reduce a process from 10 to 2 steps if it is demonstrated to be more effective.

Experimentation is also relevant since it aids in process improvement and provides a better understanding of the customer. Analyzing the results, even if they are unfavorable, provides knowledge and information to increase understanding.

You can do A/B testing using the optimization tools to accomplish content modification. In other words, it helps businesses to conduct experiments across their connected websites, apps, and devices in order to improve business performance.

Once the different versions have been shown to users, statistical analysis allows for an evaluation of the effectiveness of each variation based on the many performance indicators. In other words, you can test which of the two scenarios generates more subscriptions, sales, clicks, and so on. The outcomes will reveal which of the two is the winner and thus the ultimate one.

This type of technique is essential for the management of Conversion Rate Optimization in order to carry out project optimization in a highly detailed manner.


How do experimentation tools benefit your business?

These solutions are highly beneficial in the Digital Marketing strategy since they allow to improve the user experience, which has a direct impact on brand loyalty.

Nowadays, a good customer experience is critical for attracting users. So much so that, according to Hubspot, the pages that rank first in Google search results on desktop computers have a 34.36 percent click-through rate.


5 functionalities that a testing tool should have

When selecting the appropriate testing platform, it is critical to consider whether it fits the following criteria:

  • Is user-friendly

As a result, you won’t have to spend as much time educating users to use it. In general, platforms with these qualities have visual editors that allow changes to the site to be made in a matter of minutes without the need for developers.

  • Has high performance level

As a result, zero latency testing can be performed, ensuring that testing has no impact on the site or on the application performance.

  • Provides intuitive management and visualization.

This feature allows you to create control panels that display both the tests that are currently being run and those that are about to be run. This enables for a comprehensive perspective of what is going on, as well as the exchange of information and knowledge.

In addition, each test, result, and performance must be intuitively understood in order to determine if the tests should continue to run or be paused.

  • Shows faster results

Data collection on client behavior should provide immediate results. In this way, the experiments that are being conducted are prevented from having an impact on the conversions of those tests that aren’t as relevant.

  • Provides 24/7 support

In a globalized world with teams working in various geographies, doubts and questions can arise at any time. As a result, it is critical to have a tool that puts technical specialists at your disposal, capable of resolving any concern, regardless of time or day.


Albert Einstein, the famed scientist, famously said: “Why is it that this wonderful scientific technology, which saves us time and makes our lives easier, brings us so little happiness? The answer is simple: we have yet to understand how to use it wisely “. For this reason, it is critical not just to have the greatest technologies and solutions, but also to have partners and specialists who can educate and assist you in making the most of them.

For example, the Optimizely platform is an ally for any organization who wants to test their products to get the most out of data. This company, in partnership with Multiplica, already offers experimentation solutions to a large number of companies in Europe, the United States and Latin America.

If you want to learn more about Multiplica’s expertise in testing tool implementation, contact us and we will tell you how we can help you choose the appropriate tools to enhance your CRO.

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