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Ad Duniya
Apr 03, 2022
In General Discussions
My name is Jon MacDonald. I am the founder and CEO of The Good. We're a conversion rate optimization company and today I'm going to tell you a bit about conversion rate optimization, as well as complete a website teardown. Dr. Karl Blanks, the coiner of the term conversion rate optimization, once said, “The average web page is less scientifically designed than the average toilet brush. “Most of web design and writing is still in the pre-scientific era, and most web designers rely on inspiration not experimentation and that's a problem. . Today I'm going to show you how to fix it. The Good's mission is to remove all bad online experiences until only the good ones remain. And that means I need you to change your websites for the better. The result will be higher conversions. Through our mission at The Good, we have been able to help e-commerce businesses increase their sales for over 11 years now, including Nike, Xerox, Adobe, The Economist and many more. Agenda for the day: Understanding the 4 key data types Live Website Audit Questions and Answers The first thing we're going to do just so we can establish a baseline between ourselves is we're going to talk a bit about the key data and how you should make data-driven decisions. There are four key types of data or groups of data that we use in conversion optimization: Analytics: this includes analyzing site usage like Google Analytics, but it also includes things like top sellers, revenue, numbers, seasonality information, paths through your site, and many other types of analytical data. Heatmaps: This includes things like scroll maps, click maps, session recordings, eye tracking, and other types of movement and engagement maps. It tells us how people interact with the content on the Employee Email Database site. User Testing: This allows us to observe real people using a website and speak aloud about their experience. And while they do that, we record their screen and audio. Now we have a pool of hundreds of thousands of trained test subjects, all trained to speak out loud about their experience and what they think as we give them these tasks to do. Now these tests help us understand what a visitor is thinking, not just what they are doing, which analytics can tell us. The goal here is to understand the why, not just the what, that these quantitative data points provide. A/B testing: We use on-site A/B testing to statistically test which changes to the site will produce better results. How does conversion optimization use all this data? Well, we know the data tells us what's going on. We use all of these sources together to help us understand why this is happening. And we are looking for models that help us develop insights into user behavior. Then we use all of this data to form hypotheses about why particular behaviors occur and how we can use them to impact future behaviors. And finally, it helps us design on-site experiments and tests that really give us better insight into consumer behavior and experience. Let's put some of this data into action and see how we can use a single data point, which will be an eye-tracking heatmap, to start optimizing a site quickly. Live Website Audit Today we're going to take a look at the Ironman 4x4 website. We will review their products and we will review both their homepage and if we have some time we will also review their product details page. What we're going to do is look at a data point as the basis for this assessment. This data point will be eye tracking heatmaps. We're going to start at the very top of every page we look at and work our way down. I want to be clear that these are all recommendations for things we suggest running A/B tests with on the site. Consider these suggestions as suggestions for A/B tests that should be run on the site. Analysis of the home page Let's move on to the home page. What do you notice here using your own critical eye? Take a moment, review it briefly
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