Simple Website Improvements Make A Big Difference

website improvementsTesting certain aspects of your Internet Marketing mix like buttons, copy and the layout of your website and/or email is extremely important. There are numerous other tests you may never have thought of that could drastically improve conversion, click-throughs, revenue and lead generation.

We recently ran some A/B testing on a few projects and have identified a few simple changes that can produce better results in your Internet Marketing.

Mobile Experience

According to presenters at the Advanced Testing Workshop, 95.6 million Americans check email on their mobile phones, and 61% of customers who visit mobile unfriendly sites are more likely to go to a competitor’s site.

Having a mobile site is undoubtedly vital, but test it and see how your sites appears on typical smart phones.

A recent mobile website test with an overly simplified version versus a regular website, resulted in a 16% increase in page views, a 14% lift in searches, and a 22% reduction in bounce rate. Sure enough, the simplified site was easy for finger tapping too!

Try testing your own mobile site by simplifying or intensifying the amount of information you include, see what works best for your audience. Give the option to remain on the mobile version or switch over to desktop.

Shipping Fine Print

You may think that no one reads the fine print, but Hallmark, the greeting card leader, quickly discovered that tiny print packs a fine revenue generating punch.

Hallmark tested the wording of their fine print using the terms “About shipping & mailing” vs. “Delivery details & shipping costs.” After a conclusive test, they found out that “Delivery details & shipping costs” increased their click-through rate by 14% and their revenue per visitor by 18%. Fine print for the win!

By being more specific, they more users clicked through to the detail, and they most likely experienced less shopping cart abandonment.

Privacy Policy

They say the “Facebook generation” has zero fear when it comes to handing out their contact information for just about anything, however, this important aspect shouldn’t be overlooked. Westwood College conducted a test in which they included or excluded a privacy policy statement (also in fine print) under their lead generation sign-up form. The privacy policy simply stated, “Westwood College respects your privacy and will not misuse or sell your personal information.” Can you guess, “Which test won?” The lead gen form including the privacy policy statement generated 19.1% more leads.

Include a privacy policy statement on your email, newsletter, or lead generation forms. Including customer reviews or statements could also be a reassuring safety indicator for some. A consumer knowing their information is safe in your hands could place more revenue in your hands too.

Search Box

A search box, is a search box, is a search box, right? Though you may think that a search box is a universal given, making slight changes to it could do wonders. Dell, the computer corporation, tested theirs by displaying a plain box with a “search” button on the side vs. including the word “search” within the box alongside a magnifying glass. Sure enough, the plain box with a “search” button increased revenue per visitor by 6.3%. Who knew?

Change up your own search box by including or excluding a button or magnifying glass. Change the placement of the search box, or try predetermined search options vs. manual typing.


These simple website improvements, when added up can produce a better user experience and better results for you. If you have more questions or specific areas that you may want to test, feel free to contact us. we’re always ready to help.