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So much of your efforts in conversion rate optimization should be centered around running controlled experiments. And the most popular of those is the A/B test, wherein you show one half of your website visitors the current version of a page or element, and the other half a new version of that same page or element, in order to see which version performs best.

And in the lifecycle of website testing, there is no end. Each and every test that you run will open up the possibility to run several more. Each and every result that you produce will lead you to new learnings about your website, your audience, and the conversion process. And with those new learnings come new ideas and new solutions.

There are an infinite number of A/B tests that you can run. And so your job, in this realm, is never over.

You must recognize that small changes can have large impacts. You don’t need to overhaul an entire page to dramatically raise conversion rates. Sometimes something as small as the color of a button, or the phrasing of a headline can mean the difference between a conversion and a bounce.

Did adding a call to action to the page lift the conversion rate? Great. But is that the best call to action? The only way to know is to continue to test.

Did showing the price on your product page lift the conversion rate? Great. But is there a better way to highlight it that would drive even more sales? The only way to know is to continue to test.

Punctuation, font size, image choice, color, words, actions, navigation options, social proof, and more. They can all be tested. They can all be added or removed. And they can all be given different design treatments.

A website or webpage is never perfect. The only way to know whether or not you can improve its performance is to keep testing.