On the "procedure" of website optimization

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It is said that it is easy to adjust the optimization site by testing. They point out that there are many tools on the market that are not very difficult to use. However, if it is not possible to act in the right way, there may be obvious problems.

Last time, I introduced some of the new developments in the industry, including new trends from the Omniture summit, such as the growing number of companies starting to optimize their sites. Testing to improve the performance of the site is a positive attitude, because it will get some rewards.

At the summit, many advertising conversions involved testing. Only a handful of companies say this is a frequent occurrence in their businesses. It is clear that many companies are starting to test or are planning to test to improve the performance of the site. Suppose companies invest in test tools, whether Omniture Test & Target, free Google optimization tools, or other tools, need to be executed correctly. Further, the testing enterprise needs to have a correct assessment of success and statistical importance. This may seem like a basic knowledge, but many organizations spend a lot of time doing test optimization to solve these basic problems. An enterprise will solve these problems by heart, but the process is painful and time-consuming.

But this is not where most companies fail. Most companies spend their money on tests, but fail because they don't understand whether the test is a project or a program. In theory, companies want to make their Web sites programmatic, which means that testing is a whole process and an ongoing activity, not a series of one-off Tests.

The vast majority of companies see some low prices, and they believe that's the problem, and that's where customers complain. Over time, however, these lower-priced results are diminishing and the impact is fading. Companies are struggling. In this case, there are two scenarios: one is that all desires, concerns, and resource inputs end in failure, and the other is that they realize that the site is optimized in a new way.

From the project point of view to the procedural point of view what does this mean? This means looking at the test as a whole, treating the test as an ongoing activity, not the test itself. This means being based on one or two test results and moving to the next test. This means that you need to learn from each test, understand the reasons behind the test, and perform the following tests.

The following factors constitute a successful "programmatic test" activity:

Testing focuses on the areas where the site can maximize the impact on the enterprise, focus on the areas where there are problems, and focus on areas that bring value.

The test focuses on the corporate goals of the site channel, not just the performance improvements you are considering. Things that look easy to improve are easy to confirm, but it only affects 1% of web traffic, regardless of key conversion rates.

Test paths, not just personal pages. A Web page is just a small point. For the most successful test, you must consider all the successful paths.

To understand the true impact of testing, do you know that the attitude test you conducted last week did not produce a conversion? Do you know how they are transformed? You may know when a business has real programmatic testing and when it cannot see performance improvement as a single method, but is linked to overall web site satisfaction. This suggests that the test plan is linked to the vision of a large web site.

In the enterprise, all content from the test is archived and shared. Well-structured testing can boost people's awareness.

When applicable, share online content with offline channels. This can be used for offline marketing, customer service, and merchandising.

Based on the test results to classify the experience information, each test should not only identify a successful person. To select multiple winners based on different users, days, etc.

Configure resources to allow you to quickly and consistently test new ideas in a strategic way.

Perform a preliminary test as part of a large web site adjustment. Serious businesses typically conduct a series of tests to prepare for a site adjustment.

Website optimization is an important trend we see. As the economy declines and tests become more frequent, companies must make more money with less investment and smaller resources.

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