7 Steps to Conversion Gains, Part 2 of 2

7. Test, measure and refine. Test several different approaches to see which works best. Here are some of the whitepaper’s best practices.

* Isolate your testing variables to one variable tests if you don’t have multivariate testing processes or technologies.

* Apply the 80/20 / 20/80 rule in testing — test 20 percent of your incoming traffic while minimizing risk to the other 80 percent by using your “control” engagement funnels; of the 20 percent test segment, 80 percent should attempt to beat the control by improving on existing variables.