EXAMPLES

Test, Test, Test... that's what everybody says you're supposed to do.  But test WHAT?

You're trying to get your website visitors to DO something like sign up for a whitepaper, order a product, watch an online demo — stuff like that.  Can you increase the odds that it'll happen?  Sure, if you're smart about what (and how) you test what visitors see.

If you want visitors to...	Try comparing their responses with...
...sign up for free goodies like a whitepaper, a newsletter, or some other incentive that ultimately helps you build your house list of customer leads.		A shorter enrollment form.
		A longer description of the goodies.
		A more prominent privacy statement.
...order a bouquet of roses, download some software, purchase a custom skateboard, or spend money right here, right now.		Product photos with a smiling model.
		Cheaper shipping rates.
		A more liberal refund policy.
...investigate your product features, read customer testimonials, look at an online demo, or just click a little further.		Less technical jargon in your copy.
		Different wording in the call to action.
		Bolder fonts, even!

Get the idea?  The possibilities are endless.  But don't get too carried away — the simpler optimization tests are often the most effective.

But will I love it?