What is Website Optimization?

Website optimization is a scientific approach to improve the presentation of your website.

Ideally, any potential client who visits your site will like what they see and do somewhat about it. These actions are called “conversions” and your “change rate” is the percentage of your visitors who actually do what you want them to do.

to talk about what site optimization is, what it can do for your business, and how to get started.

What is website optimization?

Simply put, website optimization is all about improving your user experience so that people are more likely to convert on your site. Many businesses try to optimize their user knowledge by completely redesigning their website every now and then, but let’s face it, no matter how well you know your target audience, people are unpredictable.

As a result, true site optimization is a technical process. You come up with a change hypothesis that you think will improve your conversion rate and your test. If you’re right, move on to designing your new and improved website. If you get it wrong, you stick to the original design.

The best part about this website optimization process is that it educates you about your target audienceallowing you to come up with even better hypotheses and tests in the upcoming. Over time, you whitethorn end up with a site that you would never have built on your own, but which is a perfect website for your traffic.


If you are wondering if optimizing your website is worth it, let me ask you this: if I told you that you could get double conversions from your existing traffic, would you be excited?

If the answer is yes, you absolutely need to optimize your website.

The point is, driving more traffic to a website that isn’t working for your potential customers is a waste of money. The traffic is good. Converting traffic is better.

Whether you pay someone to do SEO for your site or pay per click through an online advertising platform like AdWords, you are paying to get people to visit your site. However, once they are there, it is up to you to get them to change.

So if you can growth the percentage of people who visit your site and change, you will effectively increase conversions without increasing costs. Who doesn’t want that?



Chances are, if you’ve never done website optimization before, everything on your website probably needs a tune-up. However, most trades don’t have the time or the traffic to optimize every little aspect of their website.

To determine which areas of your site to test first, ask yourself the following questions:

Why do most people visit my site? What problem did they have to solve? (It can be as simple as “they want more information” or as complex as “they need a complete IT solution that solves problems X, Y and Z”).

Once you know why persons are on your site and what you want them to do, think about how a visitor goes from your “why” to your “what.” Is it a simple and straightforward process? What are the alternative ways of approaching things? How could you make the change process easier and more user-friendly?

To help you think about it, here are some specific areas that many commercial websites struggle with:


Landing pages are the first pages that people find on your site. They click on a connection and end up on a landing page. Since your landing page is a new caller’s first knowledge with your site, enhancing your landing page can have a huge effect on your conversion rate.


Like your mooring pages, your home page can make or disruption your change rate. However, in many cases, your home page needs to do a lot more than most landing pages, so what works well on a landing page may not be suitable for your home page.


If you have an e-commerce business, a smooth checkout process is critical to the success of your business. After all, when a potential customer starts their checkout process and then switches over, it’s like having money in your pocket. A little optimization of the checkout process can have big financial implications.


Like your checkout process, any conversion point, from a form to a direct call button, is an essential part of your website. The goal of your website is to get people to convert, so if the conversion process is not optimized, you are only making it more difficult for yourself.

I hope this process has already given you some ideas for website optimization, but if you want to narrow things down even further, read this blog post on Disruptive Uses of the “Start Scan” test to identify the best opportunities.



Another way to method website optimization is to use a software tool to track user behavior on your site and use that data to identify testing chances. This simple, measurable approach is called “quantitative website optimization” because it uses quantitative data (95% of visitors to this page bounce) to help you make decisions.

Here are some quantitative website optimization tools to consider:

Google Analytics. It’s free and you’ve probably already set it up on your site. If you’re not including data from Google Analytics in your testing decision-making process, you should.

Quantifiable data helps eliminate a lot of website optimization guesswork. With a measurable website optimization tool, you can see where several problems are on your site and find ways to fix them.


Of course, meaningful that a particular page has a 95% bounce rate doesn’t necessarily mean why people are bouncing. No one sends you a memo saying “Your title appealed to me too much” before hitting the back button, so you often have to guess what changes you need to make to correct a bad user experience.

Here are some examples of qualitative tools:

Qualaroo. The easiest way to find out what people liked and disliked about your experience on the site is to ask them. Qualaroo automates this process by offering on-site surveys that users can complete before leaving the site. Of course, not everyone will respond to a site survey, so you should take these types of results with a grain of salt, but site surveys can provide you with incredibly useful information about your user experience.

UserTesting.com. Another great way to learn more about your site experience is to see how someone else is trying to navigate your website. UserTesting.com will send you logged videos of people trying to do specific things on your site. In these videos, users explain their thought process, so you can get a feel for what they are thinking when they try to interact with your site. Though, these users won’t necessarily be part of your target spectators, so their information may not be particularly useful if they are marketing for a very specific niche.


Most site optimization tools are online package services that distribute your traffic over different page or site layouts and measure how people respond to each variation.

Here are some of your options:

Google content experiences. The Google Content Experiments are actually a free tool built into Google Analytics, so you really have no excuse not to take the test.

. It is a powerful and easy-to-use system that allows you to quickly create and test a variety of landing pages.

To optimize. Optimizely is a more expensive option than Google’s Content Experiments, but it also includes additional features that provide additional information about your test results.

Start your first test

An effective website optimization strategy includes 4 basic elements:


Any good advertising effort starts with a solid sympathetic of your target spectators. The well you know your audience, the easier it will be to create new designs and content that meet the needs of your target market.

Here are some basic gears to know about your audience:

Age (on average, how old are they?)

Gender (are they predominantly male or female? Are they equally split between the two?)

Needs (what are their related responsibilities? What are they responsible for?)

Cheap (how much are they willing to spend? Is there any price sensitivity I need to know?)

Goals (what are they trying to attain? How is your product or service helping you?)

Selling Points (What motivates your customers, not you, about your product or service?)

Weaknesses (what problem (s) does your product or service solve for a potential customer?)

The key to a successful test is figuring out what your target audience wants and needs. Once you know it, you just have to figure out how to give it to her.


Remember, the goal of site optimization is to get more people to do what you want them to do on your site. If you don’t have clear, determinate goals, you won’t really know if your test grades are meaningful.

Earlier developing your testing strategy, consider the following:

What is my ultimate marketing goal?

How will my test help you reach your overall goal? (Increase the number of form submissions? Purchases? Email subscriptions? Phone calls?).

How is my ideal client? (Is this a good one-time purchase? Multiple purchases over time? Anything else?)

Am I trying to increase the volume or quality of conversions?

If you really want to increase your sales, it might not be a good idea to run a test to get people to see your ‘about us’ video (unless it’s a key part of your conversion funnel). A good challenging strategy is designed to help you achieve your actual goals, so it’s important to clarify your goals before you start running tests.



Once you know who your spectators is and what you want them to do, you need to come up with some hypotheses for you to test. We’ve talked about finding specific testing opportunities before, now let’s take a closer look at how to create alternative layouts and content to test:

The next step is unclear (your call to action may be hard to find, ambiguous, or irrelevant).

You have a copy offer discrepancy (if your audience is looking for a simple solution and ends up on a complex page, it will create friction and confusion, or, if your offer is complicated and does not address an important point, this can lead to problems). unnecessary doubt).

You are not evoking the correct emotion (if you don’t evoke the correct emotion in your audience, they will not feel that you are a good fit for their needs).

Your content is confusing (poorly written content, difficult to read, or poorly designed pages can make your page too difficult to manage).

Your page doesn’t seem dependable (people are very suspicious of marketing, so exaggerated claims, poor design, lack of social signals or trust stamps can seriously affect your conversion rate).

You have low traffic (even the most effective site won’t convert indifferent traffic – not exactly a website optimization problem, but improving the quality of your traffic will dramatically improve the efficiency of your traffic, your testing).

This is by no income an thorough list, but it should help you come up with some hypotheses to test in your website optimization plan.


The final step is to run your tests, document your results, and then use what you’ve erudite to create new hypotheses and tests. Your certification can be as simple or as complex as you like, but documenting what you were testing and what your results taught you is essential. If you don’t text and learn, why bother with website optimization? Though, by documenting your results, you can use what you learn to dramatically improve your conversion rate over time.


Basically, website optimization comes down to a simple principle: when your potential customers get what they want, you get what you want. The trick is figuring out how to easily give your potential customers what they want.

Fortunately, if you know how to carefully examine your site, it is fairly easy to find and test variations in your website design and content. These tests can help you troubleshoot and give your site visitors the ideal experience.

By the way, if you want help identifying testing opportunities, or if you want someone to help you optimize your website, please let me know here or in the comments. I would love to help!

What do you think of website optimization? Have you tried it? How was your experience? Any advice you would like to share? Leave your opinions in the comments.

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