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.

The most important question in web analytics is “Why?”. The answer to every “Why?” in web analytics is also “Why?”. This is one of the (many) great challenges in the field, but it is also what keeps the practice of web analytics fresh and interesting. There is no end point. There is no perfect site. There is only “Why?”. Having said that, there is sometimes a “Because of...” - but that usually means “Probably due to...”.
Emer Kirrane -
There is a reason your analytics data does not make any sense. There is a reason you are unable to find an iota of insight that you can action. There is a reason you feel data is your enemy. You see, you are not following one of the holiest of holy covenants when it comes to data analysis: Segmentation. Article contributed by Avinash Kaushik.
Online Behavior -
In this presentation, Professors Eric Bradlow and Peter Fader from Wharton Customer Analytics Initiative, discuss ways to measure user engagement. Prof. Fader starts by stating that the old Reach and Frequency theory still apply to online measurement: it is all about the trade-off of reaching many people a few times or reaching a few people many times. Prof. Bradlow talks about the multiple metrics that should exist, one for each company, or rather one for each purpose in a company.
Online Behavior -
This presentation, by Rachit Dayal, shows a way to use Google Website Optimizer in order to understand how much customers are willing to pay for a product. Rather than fixing a product price unilaterally, the marketer can run a test and analyze the selling curve when the price increases and understand the impact on revenue.
Online Behavior -
In this presentation, from Avinash Kaushik, we learn about what he calls 'Non-Line Analytics'. As he defines it, there is no more online and offline marketing, we all live in the non-line world. He shows ways to measure the impact of offline in online marketing, and the impact of online in offline marketing.
Online Behavior -
In this video, Bryan Eisenberg goes over the importance of using Personas in order to increase conversion rates. As Bryan says: "I never met a search engine that has a credit card", so SEOs should focus more on customer conversion and less in techniques to bring organic traffic: "most websites don't have a traffic problem, they have a conversion problem."
Online Behavior -
Behavioral Targeting (BT) has gotten a lot of attention as one of the best ways to optimize online advertising. First of all, BT delivers results: a recent NAI study showed that BT is more than twice as effective as non-targeted ads. Second, according to eMarketer, companies are spending money on BT ads: BT ad spend will represent 25% of total US display ad spend in two years [...]
Phillip Klien -