The point of most websites on the Internet is to sell a visitor on something. Whether it is a piece of information, or a product. If you are selling a product or service, you want the best design and setup possible to increase your chances of getting that sale. Marketing is only half the battle, getting more and more traffic to your website will ultimately convert more, however what about the percentage of conversion? If you could convert more people out of the same quantity, that would be better, right? You could spend less on marketing budget (bringing people in) as you can make just as many sales since your website is optimized for the conversion.
This is where A/B Testing comes in, testing pieces of content, coloring, placement, and even pricing, against a constant so you can see what works best. The most basic example is if you have a “buy now button” that is green, test it against a button that is red, maybe you will convert more.
WordPress has many e-commerce solutions including WooCommerce, Easy Digital Downloads (EDD), and WP E-commerce (WPEC). Even if you aren’t e-commerce, there are ways to help you convert better, we will answer the following: