The Pareto Principle or 80/20 rule is a commonly observed power law that 80% of the benefits (or outputs) will be generated by just 20% of the work (or inputs) and conversely 80% of problems will be the result of 20% of the causes.
Optimisation is often about identifying the 20% of the causes that result in 80% of the problems. The reason why so many tests fail is that we don’t identify the real barriers to conversion on page and or change things that won’t make a difference until we fix the basics. Following tips on the internet might seem a good idea but every website is unique and hypothesis need to be developed based upon either qualitative or quantitative data if possible. Hunches rarely pay off once you have fixed the low hanging fruit.
Conversion marketing – Glossary of Conversion Marketing.
Over 300 tools reviewed – Digital Marketing Toolbox.
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Types of A/B tests – How to optimise your website’s performance using A/B testing.