Move past the local maximum
1. Look for signs in your analytics that you have reached the peak of your tests where your optimization efforts had very little effect on conversions.
For example, you keep testing colors of 13 CTA buttons without any major results.
2. Set up Google Analytics to track metrics such as events and goals so that you can analyze and gather data from your CRO testing tools.
3. Conduct iterative testing starting from a hypothesis and make edits to elements of your website like headlines, copy, or images.
Use data from Google Analytics as the starting point of your hypothesis.
4. Gather insights from your tests to use in larger tests that require more than one page edit, such as innovative tests.
5. Use information and testing results to create a culture of optimization in your company. Work your way towards tests that change your landing page's design and layout, or reduce flows in your funnel.
Talk to your organization and stakeholder to propose innovative testing using data from your iterative test results.
6. Communicate within your company the resources required to run innovative tests, including implementation time, technical complexity, design costs, or customer understanding.
7. Use insights from previous tests and measure qualitative data and quantitative data to understand your users and create a hypothesis for your upcoming tests.
Be open-minded about what you want to test next, and trust your intuition.
8. Run conversion research on your website to identify which elements of your current version work and which need to be changed.
Retain parts of your website that work and recreate the parts that are not working accordingly.
9. Work with your design and optimization team to brainstorm and conceptualize a new website design using existing data and past experiences.
Consider their current customers, knowledge about their business, and what worked in the past.