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Choosing Good Conversion Goals
Your Conversion Goal defines what success means for an experiment.
Choosing a goal that closely matches your hypothesis makes it easier to understand whether the change you’re testing actually influenced the behavior you wanted to improve.
Bluvia A/B Testing provides several Conversion Goals for measuring different types of visitor behavior.
Start With Your Hypothesis
Before choosing a Conversion Goal, ask:
What visitor action do I expect this change to influence?
Your answer should guide the goal you select.
What visitor action do I expect this change to influence?
Your answer should guide the goal you select.
For example, if your hypothesis is:
Changing the CTA copy will encourage more visitors to click the button.
Then Click on Element is a direct way to measure whether that happened.
Changing the CTA copy will encourage more visitors to click the button.
Then Click on Element is a direct way to measure whether that happened.
If instead you’re testing whether a new landing page sends more visitors to your pricing page, View a Page may be more appropriate.
The closer your Conversion Goal is to the behavior described in your hypothesis, the easier your results will be to interpret.
Click on Element
Use Click on Element when the action you care about is clicking a particular element on the page.
This can be useful for testing:
- CTA buttons
- Navigation links
- In-page links
- Other clickable elements
For example, if you’re testing different CTA copy or button styling, tracking clicks on that CTA gives you a direct measurement of how each version performs.
Submit a Form
Use Submit a Form when successfully submitting a particular form represents the outcome you want to improve.
This can be useful when testing experiences designed to increase:
- Contact requests
- Lead generation
- Sign-ups
- Other form submissions
Bluvia A/B Testing identifies the form using its ID or Class, so make sure the correct form is selected when configuring the goal.
Scroll of Page
Use Scroll of Page when you want to measure how far visitors engage with the content on a page.
This can be particularly useful for:
- Blog posts
- Long-form content
- Landing pages
- Content layout experiments
For example, if you’re testing changes to a blog post intended to encourage deeper engagement, scroll behavior may provide a more useful signal than simply measuring whether the page was viewed.
View a Page
Use View a Page when reaching another page or post represents a successful outcome.
This can be useful when your experiment is intended to encourage visitors to continue to:
- A pricing page
- A product page
- Another piece of content
- A specific destination in your website journey
Select the page or post that represents the outcome you want to measure.
Click External Link
Use Click External Link when success means a visitor clicking a link that takes them away from your website.
For example, you might use this goal when testing content intended to send visitors to an external resource, partner website, or another off-site destination.
Configure the specific external URL you want Bluvia A/B Testing to track.
Trigger Custom JS Event
Use Trigger Custom JS Event when the action you want to measure isn’t covered by the standard Engagement Goals.
This Developer Goal allows Bluvia A/B Testing to record a conversion when your website triggers a specified custom JavaScript event.
It can be useful for custom interactions or workflows where a standard click, form submission, page view, or scroll goal doesn’t represent the desired outcome.
Because your website must trigger the event, this goal may require help from a developer.
Choose the Goal Closest to the Outcome
When several goals could apply, choose the one that most directly represents the outcome you’re trying to improve.
For example, imagine you’re testing a landing page designed to generate contact requests.
You could measure:
Click on Element ā Did visitors click the contact CTA?
or
Submit a Form ā Did visitors actually submit the contact form?
If completed form submissions are the outcome that matters, Submit a Form generally gives you a stronger measure of success.
Similarly, if your goal is to get visitors to a pricing page, measuring View a Page for the pricing page may be more meaningful than measuring clicks on one particular link leading there.
Avoid Goals That Are Too Far From Your Test
Your Conversion Goal should have a reasonable connection to the change you’re testing.
For example, if you’re testing a small change to a blog headline, measuring a conversion that occurs several steps later in the customer journey may make it difficult to determine whether the headline influenced the result.
Whenever possible, select a goal that lets you clearly connect:
The change you made ā The behavior you expected ā The result you measured
This makes your experiment easier to evaluate.
Think About What You Want to Learn
The best Conversion Goal isn’t necessarily the most important metric across your entire website.
It’s the metric that best answers the question behind this particular experiment.
Before launching, make sure you can clearly answer:
If this Variant performs better on this Conversion Goal, what will that tell me?
If the answer isn’t clear, reconsider either your Conversion Goal or your hypothesis before starting the experiment.
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