There are a lot of great ways to improve conversion rates on ecommerce websites, but the best one will depend largely on your customers and information you find from testing your own site.
Analytics and experimentation are famous in sports. A perfect example of this is Moneyball, the popular book by Michael Lewis about Billy Beane, General Manager of the Oakland Athletics, who uses statistical analysis to assemble and optimize the ideal winning team.
When it comes to the quality of your site's user experience, testing and optimization are proven techniques to help you scientifically and continuously improve how you engage, convert, and retain your customers.
Successful optimization programs gather momentum over time. While we tend to focus on the trajectory of individual campaigns, I recommend tracking the trajectory of your overall program just as closely; how quickly you gather momentum will depend largely upon how well you understand how you got to where you are today. Here are a few tips to help you get started.
This post will explore ways to create your testing strategy, techniques to identify key optimization opportunities, and best practices to develop a metrics-driven optimization roadmap.
In this post, we'll look how to measure and communicate the results of your website optimization program.
A common disappointment among companies deploying testing and optimization technology stems from tests that fail to produce the type of gains expected. Seemingly without rhyme or reason, even the most dramatic design changes yield “no significant differences” based on simple measures such as click-through and even less for more involved down-stream metrics such as conversion rate. While this is the reality of testing, I believe that much of the disappointment stems from a lack of attention to the definition of “success” and“failure” as the design or changes are implemented.
Whether you have been testing for years or you are just getting started, building a successful optimization program depends on careful planning, implementation, and measurement. This is the first in a three-part series of articles that looks at the steps involved in creating a successful optimization program.
Planning a successful optimization program depends on defining and refining your strategy.
In this post, we will explore ways to create your testing strategy, techniques for identifying key optimization opportunities, and best practices for developing a metrics-driven testing roadmap.