Conversion Optimization
Objectives
Every website has one or several objectives. Every time a website visitor takes the website owner intended action we have a conversion. For example a conversion could be a sale on an e-commerce website, a brochure or a white paper download on a marketing website or a filled customer contact form on a lead generation site and much more.
Conversion Rate
We can define as conversion rate the ratio between the conversions and the number of visitor happening over a period of time.
Conversion Optimization
Conversion Optimization is the iterative process of analysis, hypothesis, modification and testing of a website in order to dramatically improve the conversion rate and all the Key Performance Indicators that show the success of the website business objectives.
Methodology
Our methodology is to split the optimisation process in 7 phases:
- Top level analysis: Here we try to answer questions like:
- What are the best KPI (key Performance indicators) to measure website performance?
- How much could you realistically improve them?
- Is your website turning away potential clients?
- Page level analysis. Based on the preliminary KPI measurements we can identify the pages that require more work than others. Funnel analysis will help us in this task.
- Hypotheses and improvement proposal. In this phase we will draft a list of actions and possible improvements
- In the implementation phase we will make the on-site changes in order to ease the testing operations.
- After selecting the type of test, we run the experiments over a subsample of the website traffic. The duration of the tests and the size of the sample will have to be statistically significant.
- Statistical validation. Once we have validated our tests and experiments we can select the improvements that will give our clients the highest benefits.
- We implement changes... And all start again…
