As we’ve claimed at the beginning of this series, your business website should have as it’s primary purpose to drive revenue for your brands, products, and services. Therefore, nothing can be left to chance. Website traffic and site visitor patterns are going to provide important optics into how customers are interacting with your offerings. Website analytics and optimizations are therefore critical tools for ensuring that you properly understand their behaviors and help them get what they want. There’s a reason they’re looking at your website in the first place. Making sure that visitors get what they’re looking for and giving them an unforgettable customer experience will be the key to turning them into regular customers. Web analytics and optimization tools are going to provide a critical means for helping you to understand, meet, and exceed customer expectations and drive revenue for your verticals.
In this series we’ve talked about web analytics tools like Google and Crazy Egg, which offer different methods and approaches to visualizing your website traffic patterns and understanding your visitor behaviors. Ultimately, however, we want to understand how to convert these visitors to regular paying customers. Keep in mind that your website has two purposes and two purposes only: 1) To ATTRACT visitors and 2) To CONVERT visitors into followers, leads, and/or customers. In this segment, we’re going to dig into website optimization.
Optimizely is one of the most popular and advanced optimization sites on the market. The technology platform provides the ability to do A/B testing, multi-page, and multi-variate testing in order to help businesses make business-driven decisions on the fly.
The core of Optimizely’s platform revolves around A/B testing, so let’s run through briefly how this works and how the technology offered by this firm sets it apart. A/B testing essentially involves setting up two versions of your website – a control version (A) and a variation version (B) which each have different features on the landing page. The site traffic is then divided up and channeled to each different site version in order to measure the different responses in real time to discover which site leads to greater sales conversions. As an example, the two variations of the test websites might be predicated on a simple difference of one having a gray “Buy Now” button and the other having a red “Buy Now” button. In this case the results of A/B testing may show that there’s a 4.5% increase in sales when visitors are presented with a red-colored call to action button.
We’ve gotten a better perspective now on how web optimization, or the area of Conversion Optimization, can provide your business with powerful tools for translating your website traffic into real, tangible sales conversions. To set yourself apart in today’s digital marketplace businesses are going to have to be agile and quick at processing different kinds of data. In the next and final segment of this series we’ll take a look at a platform that specializes in the real-time processing and analysis of machine data, and how these insights can set your business apart.