Website Testing

The 7 Step Conversion Testing Process

Where the Conversion Strategy in the Kaizen Plan is about identifying and prioritizing testing opportunities on your website, our 7-Step Experiment process identifies the elements on a page (or group of pages) to test to produce the highest conversion rate increases.

The 7-Step Experiment Process is WiderFunnel’s proprietary, continuous-improvement process to execute conversion rate optimization experiments. It ensures that every experiment launched is controlled, valid, and effective.

WiderFunnel Testing Process

1. LIFT Analysis (Conversion Analysis using the LIFT Model)

Our multi-disciplinary team uses the LIFT Model to analyze your pages and identify conversion blockages.

2. Hypothesis Creation

The LIFT Analysis points are converted into powerful hypotheses that can be scientifically tested. Understanding your customer objections and reasons why they do not take action helps create powerful hypotheses to test. We use customer research tools such as in-page analytics, user testing, and surveys to inform the LIFT Analysis.

3. Experiment Map

The Experiment Map specifies the test design details including objectives, LIFT Analysis, hypotheses, wireframes, and technical notes.

4. Graphic Design & Copywriting

Once the Experiment Map is approved, our conversion-trained graphic designers and copywriters create the test variations.

5. Technical Installation Instructions & QA

Our developers take your source HTML and modify it to match our design variations. We adapt our process to your site environment and IT requirements to ensure implementation is seamless.

6. Experiment Launch & Daily Results Tracking

WiderFunnel monitors your test results daily and makes tactical recommendations for maximizing results.

7. Results & Analysis

Once the experiment achieves statistical significance, we analyze the results and present marketing insights and detailed recommendations for the next test. The winning page can be immediately implemented as your new Web page to “lock in” the conversion improvement.

With this airtight process, WiderFunnel will manage the process, protect your brand, and deliver measurable lift to your revenue and profit.

LIFT Model

LIFT Model™ for Conversion Analysis
Our multi-disciplinary team uses the LIFT Model to analyze your pages and identify conversion blockages.

LIFT Model

Value Proposition

The vehicle that provides the potential for the Conversion Rate is the Value Proposition, making it the most important of the six conversion factors.


Does the web page relate to what the visitor thought they were going to see?
 The Relevance of the value proposition and context of the source media is critical.


Does the landing page clearly articulate the value proposition and call-to-action?
 Clarity is one of the most common area
that marketers struggle. Designing for Clarity creates an unimpeded “eyeflow” and Content Clarity ensures the images and text combine to minimize comprehension time.


Is there a strong reason to act now? Internal Urgency is generally pre-existing when the visitor arrives on the page. The tone of the presentation, offers and time-limitations can all influence External Urgency.


What are potential misgivings the visitor could have about undertaking the conversion action? Anxiety relates to the Credibility your website has built with the visitor and the Trust you are asking them to have.


Is anything on page diverting visitors away from the goal?
The more visual stimulus and action options your visitors have to process, the less likely they are to convert. Minimizing distractions like unnecessary product options, links and extraneous information can significantly increase the conversion rate.

Within each of these six factors are the many tips and sub-factors that WiderFunnel’s skilled conversion experts use to dramatically improve website conversion rates.

Speak with one of our friendly conversion specialists to discover how the WiderFunnel System can help you improve your website’s conversion rate.

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