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Conversion Optimization by Ayat Shukairy, Khalid Saleh

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Forty-Nine Things You Can Test on Your Website

As mentioned, you can test a number of elements on your website. In the subsections that follow we discuss the 49 things you should test across your website. We have discussed some of these elements in different sections in the book, but we are including them all here for easy reference.

The Basic Website Elements

1. The header

Too many companies slap too much information into the header. Is your header crowded with information? How much information are you presenting to the user? We consistently find that clean and well-organized headers work best. Figure 9-10 shows the Frys.com header. The header is crowded with information that can overwhelm visitors. Compare this to Figure 9-11, the header for NewEgg.com, which carefully uses white space.

Crowded header on Frys.com

Figure 9-10. Crowded header on Frys.com

Header with breathing space on NewEgg.com

Figure 9-11. Header with breathing space on NewEgg.com

2. The tagline

A good tagline that communicates your value proposition will have an impact on your conversion rate. Test different taglines to see which resonates best with your visitors. A word about taglines: think of something unique about your business. It is rare for excellent customer service or lower price to make a good tagline.

3. The search box

With most ecommerce stores, you can expect 15% to 25% of visitors ...

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