Optimization is a combination of web analytics and website design. It involves the cycle of change-measure-analyze-fine tune-change. Site optimization is when analysis is followed by recommendation and action. Once site objectives are defined and the reporting system is in place, we look at specific areas for improvement. The analyses contained in reports could be about specific pages, section of a page or part of a conversion funnel.
As part of optimization we would also conduct testing. As part of testing, we would measure variations of a page and study the relative effectiveness of different variations.
Analysis and recommendations are given as part of the regular and ad hoc reports. These recommendations would give the guidelines for action on the website. The first stage of optimization is the validation and implementation of these recommendations
Things that are implemented on the website needs to be analyzed and tested to see if they are effective. So it comes to analysis-implementation-analysis. Guidelines would be given for implementation of changes suggested in the Reports. We could work with your Webmaster to clarify things and implement changes.
This is a very significant part of website optimization. It involves comparing two or more variables on a page, in order to find out which of the variables is best. Testing, both A/B Testing and Multivariate testing is getting popular nowadays since it helps in making changes on the website based on actual user data.
Read more about A/B Testing, the methodology and tools used for testing.
The results of the changes implemented and the testing done has to be measured to see if they were advantageous. The measurements would again be done keeping in mind the website KPIs which were decided initially
There would be multiple chains of measuring – implementing changes – testing - measuring that helps to fine tune your website for the objectives you have in mind
Web site Optimization from Analytics perspective is the best since it does not depend on the performance of some search engine bot, which follows an unknown algorithm. But it is based on past visitor behavior and testing that behavior to arrive at the best results.
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