An accident is an unfortunate incident that happens unexpectedly and unintentionally, typically resulting in damage or injury. But, since we’re using in-depth data analysis to predict the outcomes of our actions, this type of unfortunate event is highly unlikely to happen. On the other hand, surprisingly positive outcomes that exceed our projections are more than welcome. Let’s dive into one of our experiments to see how an apparent accident turned into a resounding success.

The Experiment on the Category Page

We recently ran a test on our client’s Category Page. The primary goal of our experiment was not to increase sales but rather to increase Product Page Views. Increasing sales was simply a by-product of our work. Take a look at these screenshots:

The Explanation

When we talk about conversion optimization, the focus often revolves around increasing MACRO-conversions. This means that the main goal is to increase the percentage of people who complete the primary conversion objective of your website. For example:

• In eCommerce or SaaS, that usually means increasing sales or purchases. 
• On the other hand, in lead generation, it often means increasing sign-ups or form submissions. 

Having said that, we need to point out that the customer’s buying journey isn’t linear. Every touch-point and interaction your business has with your customer has an impact further down the line. 

This is why tracking, analyzing, and optimizing MICRO-conversions is crucial for increasing sales and revenue. Micro-conversions can be any incremental steps a user might take to show initial interest throughout your conversion funnel, such as: 

• Subscribing to a newsletter,
• Visiting a blog post,
• Or looking at your About Us page.

There are many other examples, and all of them are opportunities for optimization that will result in better performance. Finding a way of providing value or staying in contact with a lead now might not pay off for a while. You might not even see them for months. But further down the line, their own buyer’s journey may well bring them back to you and result in the macro-conversion you’re waiting for.

Some Final Thoughts

Instead of chasing spikes in your sales by investing heavily in advertising, focus on uncovering those untapped sources of hidden revenue. Start optimizing what you already have, test different variables until you find the optimal solution, and only then make further investment plans. That way, you’re making smart decisions based on data-driven knowledge. 

Feel free to contact us if you need help with kick-starting your optimization process.