Always Be Testing: The Untapped Potential of Web Optimization

Website data flow chart diagram.

As the digital landscape continues to rapidly evolve, the experience your website provides should move with it. The world is constantly evolving. Consumer behavior has changed. How do you know if the updates you’re considering will be effective? When it comes to making changes, best practices are not always universal. 

Enter: Conversion Rate Optimization, or CRO. CRO is a process of testing certain elements of your website against something else to determine which performs better—then moving forward with the winning element. The knowledge you gain from each test can inform future tests, enabling the optimization program to get smarter and more refined the more you do it.

If your website wasn’t designed with a “mobile first” approach, then testing functionality that enhances the performance of your site on mobile devices is definitely a must. Other elements, like images, messaging, ask amounts and button colors can also increase your conversion rates.

One of the biggest benefits of increasing your website’s conversion rate is the opportunity to efficiently invest more in paid digital media tactics. This can lead to increases in online revenue that far outpace the increases in the conversion rate.

One & All has conducted hundreds of tests aimed at increasing conversion rates for various different organizations. We combine the knowledge we have gained from previous tests to create a program that is tailored to you. The results can be staggering:

  • One long-time optimization partner increased their overall conversion rate by 31%, which led to a 400% increase in online revenue
  • Another partner saw their conversion rate go from 1.53% to 6.59% (a 330% increase) in just two years

Your organization’s website is the heart of your digital fundraising efforts, so make sure it’s working as hard as possible for you. While there is no “wrong time” to begin testing, starting now gives you enough lead time to ensure your site is converting at a higher rate for the fall giving season. It’s one of the most effective ways to turn curious site visitors to engaged supporters.