One of the big challenges with conversion rate optimisation in the legal space is testing, be it testing how a user looks at a page, whether your navigation is simple enough to understand or if your call-to-action button is the right colour to draw attention. All of these changes may result in a higher conversion rate but they may also cause a decrease, the only way to be sure is to test every step of the way. But just what sort of tests should you perform? Keep reading below to learn about the three most important tests to perform to aid your legal firm's CRO strategy.
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One of the most common forms of testing for CRO is A/B testing or split testing. This is the process whereby you run a simultaneous experiment between two changes, be it separate pages or two different call-to-actions. By doing this form of test you can validate if the new design or changes will have a positive effect on your firm's conversion rate. The process of A/B testing involves a cycle of measurement, prioritisation and testing. Here you need to begin by measuring the current performance of your legal firm’s website, looking specifically at what is happening and why. From here you can then prioritise what is having the biggest negative and positive effects on your users and your conversion rate. By prioritising both positive and negative you not only let yourself see where changes can be made but also what is already working well. After realising what needs to be changed you can then A/B test the changes to see how the newer versions perform against that of the old, before making a permanent change.
Multivariate testing is quite similar in principles to A/B testing but differs due to the sheer number of possible tests and the amount of traffic needed to be able to provide conclusive results for your law firm. With A/B testing you can run maybe one or two tests at a time but with multivariate testing you are testing a multitude of different page components such as headers, text, images and call-to-actions, all of which are tested at the same time in various combinations and therefore can leave you with hundreds and thousands of different outcomes. But by running so many different tests you require a representative value of traffic to allow you to validate your findings of which combination works best.
Split URL Testing
Again this form of test is very similar to A/B testing but is needed when you wish to perform tests on sites using different URLs. This form of testing is best used when you require to investigate major design changes such as in a complete website re-launch for your firm or if you are doing back-end changes where simply making changes to the front-end wouldn't be enough.
There you go, three tests for you to use in your legal CRO strategy to help make your firm’s website convert better.