The following are some factors that affect the conversion rate of a website:
- Elements modified: The elements you modify in a test page impact its conversion rate. Be sure to select elements that are most prominent in the test page. If you modify less significant elements such as footer, you may not notice much improvement in the conversion rate.
- Difference in variations: You may notice a significant difference in conversions if variations are drastically different from the control version of the test pages. If changes in the variations are minor such as increasing the font size, the difference in the conversions rate could be minimal.
- Number of variations: Larger the number of variations, higher the chances of coming up with a winner. However, having a large number of variations requires you to run the campaign for a longer duration.
Although improvements in conversion rates vary according to the type of a website, a conversion rate difference of >10% can be considered reliable. In some cases, you may even get more than 200% improvement in the conversion rate.