Amadesa

This is post #2 in a series of posts that will discuss the optimization process from planning through analysis. If you missed post #1, please take a quick read here.

We have a good understanding where to start testing and with how many test versions to run for the traffic available:

• Highly trafficked pages that contribute to business objectives
• Pages that have 'improvable' KPI’s (high exit rate, low add to cart rate, low click through rate, improvable revenue per visitor, etc.)
• Pages / flows that have diverse; ‘segmentable’ traffic that may be influenced by segment testing and targeting

A key next step in the preparation process is to take a ‘traffic inventory’ of all pages that will be included in your testing. Traffic inventory; why is this important?

As I browse my favorite ecommerce websites both as a customer and as an optimization manager, I constantly find myself presented with the ubiquitous “rotating banner promotion area”. We have all seen these. Take a moment and browse through some of the top 500 Internet retailers, and you’ll know what I mean. Common design/functional elements include fade in/fade out transitions, pause buttons and quick navigation to the next offer.

You are successful. You have the software that enables you and your team. You have a “culture of optimization” that allows you to make calculated, strategic decisions about your website. You have the dedication and drive to succeed in testing, optimization and continual improvement.