Drive and Convert Episode 120: I’m Running Experiments. Why Hasn’t My Conversion Rate Gone Up?
Nov 19, 2024
Experimentation is crucial for growth, yet not always linked to improved conversion rates. The hosts discuss how real-world variables complicate the interpretation of results and why focusing solely on conversion rates can be misleading. They highlight the importance of user segmentation and caution against false positives in experiments. The conversation encourages a holistic approach to digital optimization, emphasizing the ongoing value of experimentation despite economic pressures. It's a nuanced look at making sense of metrics in a complex digital landscape.
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Experimentation and Conversion Rates
- Experimentation benefits websites and apps, but it doesn't always directly increase conversion rates.
- Many factors influence overall website performance, making direct correlation difficult.
Experimentation Team and Performance
- Having an experimentation team doesn't guarantee better performance, but consistent testing usually leads to strong gains initially.
- Post-launch variables make it hard to directly attribute results to experiments.
The Intern Incident
- A social media intern drove a large amount of unqualified traffic to a client's site, decreasing the conversion rate by a whole percentage point.
- This demonstrates how external factors can significantly impact metrics, even with successful A/B testing.