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How much can you push up the rate of signups on the homepage of a social media site with A/B testing and optimization?

  • Is there a ceiling for the signup rate from a homepage, after which A/B testing is not going to affect the signup rate that much?

  • Answer:

    This is a very good question, because at some point you'll get sharply diminishing returns from A/B tests, no matter how many you run. Let me share some numbers/tests from my experience. We stopped optimizing one landing page after getting a 36% conversion rate. - Yes, we could probably get it to 40% or maybe even 45%, but it would be prohibitively difficult - At a certain point in conversion optimization, your traffic source and offer starts being far more relevant than your landing-page design. In other words, if you are getting traffic from Cheapskates-R-Us, you would be better off getting a better traffic source than improving your design, since those cheapskates will never be valuable to your business - Sophisticated marketers will also use conversion rate as a "tuning strategy," rather than a "we-must-improve-this-number-at-all-costs" metric. Another example (as you can tell I love these): We made an offer than was converting VERY well -- over 20%. Unfortunately, most of those people ended up canceling because we made it too easy and they didn't really understand what they were signing up for. So we made it more DIFFICULT for them to sign up, requiring them to go through some hoops. Result: Conversion rate dropped. Revenues skyrocketed. Conversion rate is critically important, but it's not everything. In other words, you don't want everyone...just the right people.

Ramit Sethi at Quora Visit the source

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nails this one. Unless you are into spam, it is all about the quality of the traffic and conversions. Who cares how many people sign up, if they won't actually do something useful for you. This is why I don't get the obsession over getting written about on sites like TechCrunch. Yes it is a lot of eye balls, but unless your product or service is about other product and services it really doesn't equate to anything other than an ego boost. A more interesting metric on a social media type site would be what percentage of your signups actually re-share your site to their friends/networks.  What message does the best job at encouraging this type of sharing.

Scott Watermasysk

There obviously is a ceiling since it has to be somewhere less 100%. At the end of the day, your offer has an intrinsic attractiveness attached to it and no amount of putting lipstick on a pig can hide the fact that it's a pig. The only way to up the rate is to make a better pig. In the design world, this is called Getting the Right Design vs Getting the Design Right.

Xianhang Zhang

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