We hear the same advice about website optimization over and over again: A/B-test your main call-to-action buttons, optimize your forms, and test different landing pages.
Here I’ll explain 10 lesser-known optimization methods that can make a huge impact on your website.
Over the past year, my team at Oribi examined more than 150 B2B sites, tracked their key metrics, and analyzed which changes affected their conversion rates. These are our findings—a list of proven optimization methods and ways to test each one.
1. Remove your website’s main menu from some pages
When building a website, the top priorities are usually highlighting the brand, creating the right flow, and maintaining consistent visual language. However, in over 70% of the cases we analyzed, using a lighter version of the main navigation bar—or completely removing it on strategic pages (such as features, pricing, or whitepapers)—helped increase the number of signups and other main objectives.
The psychology behind this change is that focusing visitors on what you want them to do helps prevent distraction and unwanted flows. For example, you don’t want a user who just completed the product tour to enter the blog instead of signing up for a trial.
Measure it: To track the results of this change, follow the conversions on the pages you’ve changed as well as the overall number of conversions.