I am using the Website Optimizer in conjunction with adwords to improve conversions.
At the moment, I'm counting conversions as "visitor visits sign up page", not a full sale.
I've done a series of multi-variate tests since Christmas and I've tripled my conversion rate, so I'm delighted.
I'm now on what I intend to be my final test and the only differences on the design are:
version 1 - big sign-up button, no prices mentioned
version 2 - big sign-up button, "just X cents a day"
version 3 - big sign-up button, "Membership $X"
and, not surprisingly, version 1 is getting 20% conversion, version 2 is %17, version 3 %14.
what do I do in that situation? Just go with the first version and accept a lot of the conversions are tire kickers wanting to see the price? Is the ultimate goal just to get as many visitors as possible onto that sign up page?