Your web visitors are trigger happy! That index finger is poised and ready to strike. People love to click things. I get a small amount of enjoyment every time I hear the little “click” of the mouse.

Some people like to click on text links and others like to click on images.

Oftentimes I see websites that are missing opportunities to drive people to a conversion by offering only one way to get there. If you are measuring movement from one page to another as a conversion action, then you don’t want to limit the visitors’ pathways to get from page 1 to page 2.

If you have only one link that takes you to the next page, then I bet your conversion from page 1 to page 2 is rather small. However, if you offer a handful of ways to get there, you increase your chances of having people dig deeper into your site. Common sense, right? I see so many websites that don’t do this.

The trick is to make everything clickable. Offer a text link explaining where it goes, but offer an icon as well that takes your there and maybe an image that goes to the same place also.

Another trick is to have clickable text links in paragraphs, headers and bullet points. This also helps your internal linking for SEO.

In Japan there is a saying, “There are many paths to the top of Mount Fuji”.  Your website should be the same. Create many paths to your conversion pages, not just one. Make everything clickable and you’ll find more people funneling to your important pages.

Do you get a lot of traffic?  Are you taking advantage of it by running more radical tests?

There is a truism in conversion testing- the more radical your tests, the more you stand to gain.  Testing radically means testing widely varying options, and exceedingly different ideas.  Think about testing colors for a moment as color testing is an easy to understand example that most people grasp quickly.  The conservative approach might be to test 5 differing shades of blue, whereas the radical approach would be to test blue against red yellow and black!

Small changes to your site often mean small incremental changes in performance.  This is fine, but if you have a ton of traffic you have a competitive advantage, in that is is easier to test HUGE changes.  So don’t squander this opportunity.

Why a lot of traffic gives you a distinct advantage at being radical:

With a lot of traffic you can learn and fail fast, sometimes very fast.  Furthermore- you can protect your existing revenue by testing with just a percentage of your total traffic- a real advantage that makes failures much more palatable.