Analytics & Conversion Optimisation

< Back to UX Research

Before optimisation can take place, you need to know what’s happening. If you don’t know what’s happening, you have just as much chance of making things worse when you change anything on the site.

That’s where analytics comes in. Tools such as Google Analytics provide a mountain of information about what’s happening on your site. Other tools (such as site search reports) provide even more information – and that information tells you what’s working, and what needs to change. If you know where to look, it can tell you:

  • Where you are losing traffic
  • Where users are getting stuck, or heading in the wrong direction
  • Which pages users are looking for, but not finding (problems in the Information Architecture)
  • What content users want, that you may not even offer (yet)
  • Where the key funnels are, in terms of user behaviour
  • Where they are broken
  • Where they are leaking
  • How much money those leaks are costing you.

If you have the skills to analyse that information in-house then we can work with your team to take those key findings and define solutions, monitoring the improvements they deliver. If not, then we can help you to sift through that mountain and pick out the gold.

As with all our services, it really depends on what you need from us – we’re flexible, and happy to engage at the right level for you.

Nobody is perfect.

No matter how smart your team, no matter how clever the visual designers, no design will be so perfectly balanced that it will capture 100% of the possible transactions, right out of the gate. It needs to be optimised for that to stand a chance of happening. That’s where conversion optimisation comes in.

Your digital channels consist of funnels, and people pour into those funnels every day. Only trouble is, those funnels leak. Sometimes they leak a lot. So much, in fact, that of the 100% of people who enter, only a tiny fraction make it out the other end. In some of the worst cases we’ve seen, none make it through at all.

Conversion optimisation – finding the putty

Conversion optimisation is about finding the tweaks and design solutions that slowly plug those leaks. Taking each step of the funnel one by one we analyse what’s going on, and apply potential treatments that are likely to have a beneficial effect. That can be measured, and the process is simple; if conversion goes up, we keep the change and move on to find more holes. If not, we simply rewind and look for more solutions.

The actual tools and methodology we use depends on what’s available, and what can easily be applied.

Multi-Variate Testing (MVT)

Multi-Variate Testing, or MVT is an excellent tool that allows you to measure combinations of changes in a single test. We identify a range of elements that can change on a page, and all these changes are applied in a matrix of variable changes. For example we may identify that the page might benefit from:

  • Reduced text description – from light to medium, low, or non-existent
  • Larger Call to Action buttons – we might try larger, and really large
  • Removal of one or two optional fields
    • A Multi-Variate Test creates pages that have differing combinations of all of those changes, and then serves them to your customers on a random cycling basis. It measures conversion performance for each version, and then at the end of the day (or longer, if you require) it reports on the winner. For example it may be that the page with the least explanatory text, the largest button and the removal of both optional fields has the highest conversion rate of all.

That then becomes the optimised version you keep. Simple.

A/B Testing

If you don’t have MVT available, then we can apply A/B testing to the design.

This is a simpler approach whereby two versions of the page are created – usually the existing page, and an improved page. Both are randomly served to customers on a cycling basis, and their conversion is tracked. If the improved page has higher conversion, then it’s on the right track.

A number of A/B Testing tools are available for use, including the Google Optimizer product. We can assist you to as deep or as light a level as you need.

Even if you have no specific optimisation tools available, we can easily help you to improve your conversion – as long as you are tracking it. And if you aren’t tracking it, we can help you set that up, too.

< Back to UX Research