Measure the ROI of conversion optimization
1. Keep a version of your original page or funnel that you are optimizing to compare after 8 weeks of optimizing.
Run optimizations on a separate page that does not affect the layout of the original page.
2. Retest the edits made during the optimization and compare them to the first iteration of your page.
Look in your analytics to identify where conversions are dropping and if it is a determinant of the testing program or not. For example, you can identify that the optimization was effective, but poor performance was due to poor SEM.
3. Measure the effect your optimization has on specific stages of your conversion funnel.
For example, if there is an increase in conversions that is related to users clicking accessing the check-out page, you can infer that the optimization had an impact on ROI.
4. Create a segment in your optimization tool to consist of 10% of your total traffic to be directed to a control page.
Creating a segment of 10% of your total traffic might mean that you are losing revenue; and it might also mean testing less optimizable traffic, so tests will take longer to reach significance.