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Heatmap eyeball tracking. The red areas are viewed the most.

12.1 Conversion improvement

The design of a web page has an impact on conversion. But what is good design? Even if the
page is a high quality page, it is always possible to make improvements that improve conver-
sion. The advantage of conversion improvement is that you get better results with the same
number of visitors. Because the design influences conversion, software has been developed to
test the design. This way of testing is called A/B testing.

In A/B testing, two versions of the same page are created, version A and version B. The content
of both versions is the same, only the layout and design are different. During the test, part of
the visitors see version A and the other part see version B. The results are then measured. The
version that scores best is then shown to all visitors.

19%
conversie
50% van de bezoekers
zien versie A
Versie A

11%
conversie

50% van de bezoekers
zien versie B
Versie B
A/B testing. Not all visitors see the same web page.
The web page with the highest conversion rate will later be shown to all visitors.

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