This article undertaking on a " site optimization tools and basic knowledge of art and science ," the actual analysis section of the page site.
A Home
1) Home judge the way
The following are common visitors may have negative thoughts.
1, do not like the layout or organization's website.
2, do not understand what to do on the site.
3, the choice of what to do or content on the site.
4, hate to see so much advertising.
5, the site can not be trusted or unsafe.
Instead, the visitors after viewing home may have a positive association.
1, the site looks professional, credible and secure.
2, enjoy the color scheme and design of the site.
3, to understand what can be done on site work.
4, clear understanding of their options first click.
Any sense of judgment and visitors may soon form, so that they understand the key idea in the first 3 to 5 seconds is very important.
FiveSecondTest tools allow you to collect feedback on the user experience of home for 5 seconds, these problems will appear after five seconds to open the home page.
The higher the bounce rate, indicating poor judgment get home, there is a need to test and optimization. If less than 25%, indicating that performance has been very good home; between 26% to 50%, indicating room for improvement; if more than 50%, indicating that there are some major problems to be solved.
The cause is not out of the design or content of home, but because of low quality traffic sources. Such as home might be the wrong keyword search engine optimization, leading the visitor can not find the desired content jump.
2) operation on the home page
Visitors may often be something you do not want, or click outside of the operator's intention.
1. First, you must use a click heat map tool to understand the elements of a visitor clicked. For the last seven days of home run flow heat map tool, write down the observed pattern. If you notice a high non-essential links on the home page click rate, and want visitors to click on the elements of hits is very low, is a sign of poor home performance.
2. Next, you need to get feedback what visitors focus on the home page. Using ClickTale and other visual record of tools to collect some home record and analyze the results obtained insights. Similarly, we must know whether repeat visitors and first time visitors behave differently.
3. Finally, it should get very good feedback about the visitors home, their feedback is helpful to gather ideas tested and optimized. Use UserTesting visitors like feedback tools and pages dedicated surveys or feedback tool to obtain such feedback. For example, what they like, what hate, as well as recommendations for improvement.
3) shortening and finishing Home
In fact, one of the key factors is that visitors abandon their home was overwhelmed by too much choice, do not know what to do next.
1, first of all, in the ideal case should not allow visitors to scroll pages long distances to see the main content, the most important call to action (CTA) should be above the fold. E-commerce site home page can be slightly longer, because they need to show different types of products and transactions offered, but should be limited to no more than folding height of 2 to 3 times.
2. Next, you need to understand which elements can be removed from the home page. To do this, click to bring up the heat map reports have just seen, the most elemental visitors click on the home page.
3, then, should be rapid inclusion / exclusion test, delete one by one to understand some of the effects of a minimum of clicks and links to the module caused. This test helps to identify the impact of smaller elements on the conversion rate, which can shorten delete and organize home.
4) provide visitors with a few clear choices
If you have an e-commerce website or media, these goals usually good navigation menu sorting options, striking the search box and links to the latest transaction, product or content of links to achieve.
If you have a customer or sales excavation site only one main product or service, it is best to provide no more than three main choice to visitors, because more options so that they may not know the target of the next click.
5) Other test ideas
1, in order to better influence visitors should use social evidence on best practices in the home.
2, optimize the use of the contents of the slide. Including the height and width of the test slides, add a good CTA button positioning for the first time and repeat visitors needs, providing tabs, links or thumbnails, do not use too long or too fast circulation of content slides (limited to five 3 second intervals).
3, Industrial use of the test to find the optimal order of page elements. After identify the most important elements on the home page, find the greatest impact on the conversion of the position on the page. The latest transaction modules such as shift up or down marketing / news-related items on the test.
4, visitors to locate the main grouping, display relevant content to better meet the needs of them. New visitors to display helpful content, such as first-time users to provide information or coupons to encourage them to first-time buyers; for repeat visitors to their favorite show categories related content, you can also showed that they had purchased for such visitors product-related over-promotion or new product.
5, try to add a major part of the test site contains the latest content. Sidebar most popular content.
Second, customers tap page
The main objective of this page is to allow visitors to use a service registration form, which represents a clue to accept online business, then you can try to convert them, and therefore is called client mining (Lead Generation, also known as advertising clues generate).
Check the client's current mining page performance, establish a baseline, progress after using it to understand the optimization work. Web Log analysis tool to identify customers tap the exit rate for the page, and the data range as the last 30 days.
1) testing and optimization of best practices
Of particular note is the only form on the page, try the following tests:
1, using the advantages and features of the bulleted list in place of lengthy text block.
2, shortening the page, make sure CTA above the fold.
3, showing a good proof, if possible, use video.
4, support the use of pictures or cast photos.
5, headings and sub-headings.
6, display customer logo and media attention, build social proof.
7, reduce risk factors, such as a guarantee or a free trial.
8, a different color scheme, such as background and title.
9. Add a demonstration of the product or service or marketing video.
10, to provide some free gifts as incentive to complete the form, such as coupons, free services, or e-books.
11, remove distracting elements may use the include / exclude test.
12, will move to form a separate page, or focus on the larger CTA button on another page to start the registration process.
Listed below are optimized in terms of the form should be especially need to be tested:
1, test form position.
2, to maintain short form, limit the number of fields.
3, the test is placed near the submit button privacy text or e-mail field.
4, test add a strong call to action at the top of the form.
5, try digging page dedicated to customer testing tools, such as Unbounce .
Third, other key pages and processes
Each site is different, has its own value proposition. So, depending on your site, you might have an impact on the conversion of a number of other pages and processes need to identify and optimize.
1) entry page
Analysis focused on the most common visitors to enter the portal - this is called the entry page. Regardless of how they are associated with the degree of conversion of the main goals of the top 20 entry page optimization is very important, because they bring considerable traffic to your site, the traffic may be affected and your goal conversion.
The best way to find out if the main entry page in question is to leave immediately after visitors enter the site to understand the frequency (ie, bounce rate).
Then, developed bounce rate is relatively high (> 40%) of the main portal page. Write down this page, because they are good candidates for optimization page.
It should also be aware that some pages have a high bounce rate is very natural, for example, in the media or publishing site, visitors can only read the article found in the search engines, then left.
The last point is important, because the site in the search engine links and rankings, some portal page may not be too close correlation with conversion goals.
2) export page
Exit pages are the most frequently thus leaving the page a visitor site. These pages are optimized for excellent candidates, because doing so can allow visitors to stay longer on the site, will have the opportunity to participate in transforming your goals.
Do not use the strike and bounce rate on these pages export, and to use indexes instead of drop-out rates.
In accordance with the highest drop-out rate of the top 20 page visits, scheduled sequence optimization. Write down the exit rate is higher than 40% of the pages because they are the best candidates for optimization, to ensure that visitors do not leave the page so quickly.
It should also ensure a common circulation page (for example, category page and search results pages) of the drop-out rate, they look for problems.
3) Search Keywords
One of the main causes of traffic sources clues to track the problem is the poor performance of search engine keywords. This may be because the page optimization goal is the wrong keywords or keyword in the search engine results caused by bad description.
Identify underperforming keywords, especially the main keyword conversion process of the first page. And find ways to use key words to ensure their relevance, and points to the actual page.
If the page in question is found, it must do some SEO work, so get good rankings on more relevant keywords, or improve the wording related to the keyword search results, making it more relevant for the purposes click, that is more is attractive.
4) have a greater effect on the conversion of other pages
1, involved the use of indicators to identify high-impact transformation of the relevant page.
If there is an advanced Web analytics tool, you can see which pages have the greatest influence on the conversion rate, in other words, before the visitors into which pages are most often see.
One method for performing this analysis is the use of high-level indicators are called participation indicators, to identify the most frequently associated with the conversion page, a process often referred to as attribution analysis. For example, a visitor before completing the purchase read five pages, each page on the conversion to make a 20% contribution.
Each page on the conversion tool will contribute summed to arrive at a participation index score, the higher the score, the more often a page is viewed on the path to transformation, thus have a greater impact on conversion .
2, other potential high-impact exemplary conversion page
Write-off, landing, and other account-related pages are some of the often overlooked, but it has the potential conversion of high-impact relevant page.
Through advocacy and other related pages link to transforming influence on the conversion of these high-traffic pages, such as display-related products, trading and publicity (and here to good use to improve the relevance and targeting visitors).
Fourth, the mobile site
1) mobile traffic
Check the site is currently moving traffic to get to understand the current situation mobile site visitors, and compared to regular site visitors.
First, you must check the percentage of site visitors use mobile devices. A study by the end of 2011 show that traffic for all sites in the United States, 7% of smart phones and tablets (now certainly much higher), of which two-thirds from the smartphone.
2) Check the effect
MobiReady tools can help to automatically check the website on many leading mobile browser, and provides detailed error report.
Even if you can make some adjustments to the site so that it get slightly better results on a smart phone, it must go further, to create a mobile version for mobile visitors to view.
3) mobile version
Visitors without a mouse, it is difficult to navigate and use your web site on a smaller screen. This means that they are more difficult to use an important part of the site, such as navigation menus, buttons and forms. Second, it means they have to rely on the zoom (pinch gesture) to see the detailed content of the page.
An excellent means to test the water mobile site optimization is to use the tool to convert regular website for additional mobile version. Tools Low-cost / low function has MoFuse , Mobify is easier to customize the tool, the price is high.
To show visitors the best way to move the appropriate version of the site is to automatically detect whether the visitor is using a mobile device to view the site, and if so, immediately redirect them to the mobile version.
4) optimization
1, using the single column layout, and automatic extension width larger fonts.
2, a mobile site optimized for speed, minimize the use of images and visual design features, to avoid the use of visual elements JavaScript load slowly built.
3, focusing on mobile search and navigation pages. Display the search input box top or bottom of the page; simplified navigation options using pull-down menu.
4, consider the function rather than aesthetics. Do not waste space on the mobile page, simplifying the page as possible.
5, add at the bottom of the page to move a simple but important content is to view the full regular website link.
6, expand the fields and buttons, so that visitors can easily click them to interact. This is often referred to as a large finger-friendly site elements.
Fifth, repeat visitors
The first thing you need to do is to check the rate of repeat visits, and establish a baseline, setting goals. Log on to the Web analysis tool to see the rate of repeat visits last 30 days, set a realistic goal of 20% improvement target is not unrealistic.
Understand which elements of the site and traffic sources so that visitors return. This means that you can focus on the regular return flow source, further emphasize them, and find the current rate of repeat visits did not reach the required level of traffic sources, be optimized.
The following are two concerns will help you to better analyze the factors:
1, the main source of the high rate of return visitors.
2, high rate of return visitors to the main page or area of interest.
1) encourage visitors to return frequently
To encourage visitors to return to the site more frequently, you should also be created to attract their content on the site.
1, start a related online communities. Visitors can communicate with other members of the site, the usual form of communication is to participate in forums and discussions.
2, create compelling original content blog, blog update and display the registration option via RSS feed or e-mail to the visitor in a prominent position.
3, the content of the site, the better, the more often create new content, the more likely visitors to come back naturally.