Any internet marketer knows the importance of “optimisation”. Simply stated, optimisation is the effort to improve previous performance. This usually takes the form of a drive to increase the number of sales or lead enquiries a website generates for a business.
On the web, we do this via online testing software and monitoring of any key metrics that have been associated to business goals.
Testing of website content involves the selection of a number of areas of the webpage to be tested. Alternative content for each location are defined within the test set up along with the specification of goal pages to accurately track which version performed best. A typical goal page being that displayed to a customer directly after a purchase has been made or form submitted. Other metrics that can be leveraged are time on site, pages per visit, or the aforementioned bounce rate metric.
As users come to your site, they get served different versions of the content. The version that they received is recorded, this way on subsequent visits they receive the same or a different version; depending on how the test is set to run.
After a period of time or when sufficient data has been received the content which has received the most hits to the goal page is deemed to be the winner. This is subsequently used as the new webpage content.
Attract New Visitors
Website Improvements
Analysis
Conversion Optimisation