Website Optimization

Website Optimization consists of a broad set of tools, methods, processes and strategies that have the objective to improve the website conversion rates. In the resources provided below you will find guidance when it comes to Behavioral Targeting, Split Testing, website usability and other important techniques to improve online experiences.

  • Marketing Metrics at Best Buy - Part 1 [video]

    Marketing Metrics at Best Buy

    In this presentation, delivered at the eMetrics Marketing Optimization Summit San Francisco 2011, Eric T. Peterson and Lynn Lanphier talk about how Best Buy has been doing Web Analytics and really working to transform their ability to succeed in a very competitive environment.

    Online Behavior - November 11, 2011
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  • Customer Recovery Can Solve Your Abandonment Issues

    Customer Experience Management

    Some e-businesses are willing to accept the two to five percent conversion rates that have been standard for e-commerce for many years now. Not so for some of the more successful e-business professionals, who endeavor to recover lost orders and win back the loyalty of customers before they are lost forever.

    Geoff Galat - November 9, 2011
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  • The Power of Words for Conversion Optimization [video]

    Conversion Optimzation

    This short video illustrates the power of words to radically change your message and your effect upon the world. It shows a great example of how to reach your customers by understanding what catches their feelings.

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  • Decision-Making: Just How Rational Is It?

    Rational Decision Making

    We all like to think we're rational beings. When faced with a decision, we like to think we'll carefully weigh the pros and cons of each possible course of action, then base our decision on a logical analysis. But it just isn't so. Social scientists have shown that decision-making is largely unconscious and automatic and can be manipulated by savvy marketers. Learn more about how those principles apply on Online Experiences.

    Michael Straker - October 31, 2011
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  • Shopping Online Is Meant To Be Easy [video]

    Shopping Online Real Life

    This video, posted on the Google Analytics Youtube Channel, is a humorous representation of how companies treat their customers on websites. Seen through the light of an offline example, this situation seems exaggerated or even ridiculous, but it is so funny because most people went through a similar situation on websites.

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  • Analytics Data Can Be a Content Website's Best Friend

    Web Analytics for Content Websites

    As the Internet focuses more on content, especially high-quality content, as a way to keep visitors engaged, blogs both large and small need to find effective and efficient ways to find out exactly what works, and what doesn't. Creative use of a web analytics solution combined with a determination to listen to the data rather than one's own "gut feeling", can lead the way to better content and better websites.

    Jordan Louis - October 4, 2011
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  • Top Three Characteristics of Data Driven Organizations

    Characteristics of Data Driven Organizations

    Learn more about what makes a data-driven company. Being data-driven doesn't mean there is a blanketed and uniform coating of data-dictatorship to all decisions made. Being data-driven is the art and ability to leverage all business assets to exercise judgment in the decision process.

    Stephane Hamel - September 21, 2011
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  • Marketing Analytics - The CMO Perspective [video]

    Marketing Analytics - The CMO Perspective

    This panel of name-brand corporate analysts talks turkey about what their CMO's are getting and what they want from marketing analytics. After the search keywords have been parsed, the landing pages optimized, the navigation streamlined and the conversion rate analyzed from here to Sunday, the CMO is your true end customer. Find out what makes them tick and how to make them happy.

    Online Behavior - September 13, 2011
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  • Building a Smarter Planet With Marketing Metrics at IBM [video]

    Building a Smarter Planet With Marketing Metrics at IBM

    In this presentation, we learn how IBM manages analysts, how they provide analysis, and how they use that insight at the company dedicated to building a Smarter Planet. The speakers discuss the challenges and opportunities that come from managing marketing metrics globally when it comes to people, process and technology.

    Online Behavior - September 1, 2011
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  • Web Analytics Lessons from 1930 Unemployment

    Web Analytics Lessons from a Crisis Period

    It's easy to make assumptions about what a metric is, but in so doing you run the risk of drastically misunderstanding your data. This occurs all the time, from interpretation of 1930's employment statistics, to modern web analysis. Maintaining focus on the specifics of your metrics is crucial to understanding the actual behavior of your visitors.

    Kent Clark - August 31, 2011
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