One valuable test you may have forgotten

Most businesses can get pretty excited about A/B and multivariate testing, and a few of them even do it in addition to talking about it. Typically, we test the home page, product detail pages, checkout pages, landing pages and others that sit between the user and a conversion, and many of these tests have a great impact on conversion rate and the overall likability of your web site.

But here’s a test you may have forgotten about: your confirmation page.

The confirmation page doesn’t have to be the end. In fact, it may just be the beginning . . . of a beautiful relationship, that is. Rather than just simply saying “Thanks!” you should consider what else this shopper or visitor can benefit from. Do you send a weekly email with specials? Is that signup on your confirmation page? Where? Do you tweet offers, deals, or good information for people in the industry? Is your brand on Facebook? Do you have a blog? Do you have an affiliate or partner who offers something that may complement the sale/conversion you just made? Where are all of those things mentioned on this page? Sure, you may have all of this stuff on your thank you page, but are these mentions performing to their true potential?

This sale doesn’t have to be the last time you talk to this person, and your confirmation page is a great place to test ways to make your relationship with a shopper just a little more permanent. Give it a try, and I’m sure you’ll be pleasantly surprised.

Similarly, I’ve never been a fan of the top exit pages reports available in web analytics tools (people have to leave at some point), but think about the people on these pages and what they were trying to accomplish. Is there one more pageview you can expose them to? Is there one more bit of content, information, another product, or anything else that you think they may find helpful? What isn’t bad is having pages on your exit report: they have to be there. What is potentially bad is if it’s always the same set of pages in the same order: it means that, over time, you haven’t helped these people find something else they may have benefitted from. Just like for your confirmation page, run tests on (or just alter) your top exit pages to see if there’s something you can offer people to make their experience just an iota better.