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Conversion optimization refers to the rate at which you can use your web layout and content to convert visitors into paying customers or users who complete another desired action, such as filling out personal information in a web form. It’s customary for business website owners to study how changing their website’s design in different ways will affect their conversion optimization rate. Often, business owners will use controlled experiments to study different variations of the same web page.
Say, for example, you create two versions of a checkout page for your online store. One screen features the customer’s total and payment information. It’s your control variable. The second screen, or the experimental variation, includes the same total and payment information plus a customer’s itemized list of items selected for purchase. The second version gives a customer a snapshot of how the sales total was reached, including costs for taxes and shipping. You can set up the website to direct visitors equally to these two versions of the checkout page and study which version, control or experimental, produces higher sales volume. Then, you will know which checkout page design to keep.
Every time you want to update your site’s design, it’s worth asking whether you need to perform some form of split testing. You may decide to test more than two variations of a page and study different effects, not just sales or lead volume.
Conversion optimization will help you understand which website updates will affect your conversion rate and positively or negatively influence your business goals, including sales volume, number of converted customers, and lead volume. Use this split testing to continually assess which combination of web page text, design, layout, colors, and more resonate with a target audience. You always want the combination with the highest conversion rate.
You can’t run a successful business these days without a high-performing website. Google Analytics offers a comprehensive way to keep track of how visitors are interacting with your site, but what if you want a clear picture of what visitors are doing on each page?
The new Page Analytics extension for Chrome gives you this insight. To get started, download the extension from the Chrome store and make sure you have the right permissions in your Google Analytics account for the pages you want to track. Once in place, the extension links up with Analytics to provide you with access to your settings.
When you navigate to individual pages of your site, Page Analytics allows you to assess both total and unique Pageviews, the average time a user spends on the page, the bounce rate, percent of exit and the number of active visitors on the page at the time. Using graphic “bubbles” in colors ranging from blue to red, the extension shows the click rate on all clickable page elements.
You can customize what you see with the Page Analytics extension by setting a click threshold so elements below that threshold won’t display a bubble. Bubble colors may also be turned on or off. Depending on what you’re looking to analyze, you can choose to view all page data or just real-time information. Click through the Segments you’ve created in Google Analytics to see how every part of your website is performing and gain an understanding of what needs updating.
Page Analytics gives webmasters and business owners a handy way to check website performance right from the Chrome browser. This offers up-to-date information that can be used to optimize every aspect of the website from navigation to calls to action, leading to better performance and a higher conversion rate.
I remember attending the first Front-End Design Conference back in July of 2009. I had recently attended Future of Web Apps in Miami and was excited that there was going to be a web development conference right in our backyard in beautiful St. Petersburg, Florida. I had no idea this would become my favorite conference to attend each and every year.
Although it started small, each year the conference grew exponentially in quality, attendees and fun. The Statistically.com team has attended the conference each and every year and are sad to report that this year was the last. We’re certainly hoping another member of the community takes the initiative to organize a similar conference in years to come!
With all of that said, we’ve learned a ton and have formed many strong friendships and partnerships all thanks to organizers Dan Denney, his wonderful wife Cherrie and their entire family. We’re so thankful to have such a talented and generous team of organizers right here in Tampa Bay. Thanks for all you’ve given, Denney family. Your generosity will never be forgotten!