Website Optimization Tool – Complete Guide for Marketing Stack

Why do you need website optimization tool?

  • Optimisation and experimenting in website is not a must to do activity but it is recommended to have ALWAYS ON approach for any UX/UI person to improve the browsing behaviour experience according to user behaviour.
  • Ongoing website optimization /experimentation also helps to increase the conversion rate from one activity to another activity.
  • The advanced level of website optimization also involves one to one personalization of website behaviour or personalized experience to each segment.
  • What happens mostly in the business is total revamp of a website whenever they want to change the interface of the website but being lean mindset using website optimisation tool, teams can slowly change one by one element based on the data driven decisions. By having this optimized approach, we will be able to increase the conversion rate of clients on different screens and different pages.

how does the end outcome look alike if you implement website optimization tool and approaches?  (assumptions)

  • For example: Having a optimized webpage could increase the no of page per user(2 from 1), average time spent on website(00:03:52 from 00:01:30)
  • Having a personalized landing pages for Register page or improving the flow of Register page can help increase the conversion rate ( Thus increasing the number of signup for business)

What do you need to achieve this website optimization?

There are lot of free and premium tools available in the industry which can help from startups to enterprise.

Website optimization tool for Medium size Companies

This three tools are industry the well known tool and has been widely used tools  among the small to medium sized companies

source: > Different Website Optimization Capabilities

More comparison > http://www.blastam.com/blog/google-optimize-360-vs-optimizely-royal-testing-rumble

https://medium.com/waat-ltd/a-b-testing-tools-comparison-google-optimize-vs-optimizely-fd48ccfea088

In nutshell, Heavy recommendation for Google Optimize as it natively integrate with Google products and available feature of utilizing Google Analytics data for segmentation. So as we planned better to go with Google optimize.

Website optimization tool for Enterprise

  1. Evergage
  2. Adobe Experience
  3. Dynamic Yield

6. Some Use Cases for website optimization(Google official recommendation):

A) Here are some web pages that are prime candidates for optimization and experimentation:

  • Category/family page
  • Product page
  • Cart page
  • Thank you page
  • Contact form
  • Search results pages
  • Landing page
  • Home page

B) Elements to optimize

The following are some examples of website elements that are frequently tested, but this list is by no means exhaustive. Use it as an idea-starter to brainstorm on potential experiments for your website.

Navigation
  • Copy – Voice, tone, message.
  • Appearance – See color and size examples.
  • Order – Link order can make a big difference.
  • Design – Color, depth, size.
  • Sub-navigation vs. not.
  • Features – Suggestions, type-ahead, auto-complete.
  • Box location
  • Design
  • Size
  • Advanced search vs. not.
  • Results on same page vs. new page.
  • Button type – Words vs. icons.
Forms
  • Quantity of form fields – Less is more.
  • Required fields – or not.
  • One page vs. multi-page.
  • Copy – Headline, label, buttons, help text, tooltips.
  • Design – Simple vs. complex.
  • Step indicators – Numbers, breadcrumbs, percentage complete.
Buttons
  • Size – Can you see it from a couple steps back?
  • Color – Green and orange historically test well, but it depends on your site’s color palette.
  • Copy – Less is more. Use the active voice.
  • Placement – Is it above the fold?
  • Images – Do they convert?
  • 3D vs. flat – Flat is very trendy right now.
Dialogs
  • Overlays
  • Modals
  • Road-blocks
  • Accordions
  • Size
  • Timing
  • Content
  • See Colors, Buttons, Images
Videos
  • Or not.
  • Auto play.
  • Auto sound vs. click to hear.
  • Sound Volume.
Trust elements
  • Quantity – Single versus multiple.
  • Security icons – Thawte, McAfee, etc.
  • Privacy text – Both policy links and email disclosure copy under email capture fields.
  • Testimonials – or not.
  • Social Proof – The positive influence created when someone finds out that others are doing something.
  • The Button Experiments examples can be applied here as well.

General Areas to optimize

Some general areas that can be tested and optimized on every website include the following:

Copy
  • Wording – Put yourself in your reader’s shoes, try a different approach.
  • Clarity – Simplify complex sentences, remove jargon.
  • Length – Write shorter instead of longer.
  • Format – Use action verbs (“Try it now”)
  • Voice – Is it on-brand, consistent, use active vs. passive voice.
  • Fine print/footer links – Make them descriptive, don’t obfuscate!
Images
  • Quantity – Try less if you have a lot
  • Sizes – Smaller or larger?
  • Subject matter – People, babies and pets.
  • Products vs. features – Both a popular in images
  • Carousels vs. static images – The result may surprise you.
Colors
  • Trendy vs. classic
  • On-brand vs. off-brand
  • CTA matching your palette vs. standing out.
  • Textured/shaded vs. flat
  • Visually-impaired/ADA compatibility