What is web optimisation?
It is a strategic process of identifying problems on your website or in your funnel that prevents visitors from becoming leads or customers. It requires data gathering – of actual visitor behaviour. Yes, so you can really see what they are getting up to.
When your landing page isn’t converting or your website isn’t generating leads, instead of wildly guessing at what is wrong and randomly changing things (which can do more harm than good) – you need to call… a web optimiser (that’s me).
I have a process that ensures changes are made only with good reason (backed up with data). It doesn’t guarantee your changes will have the desired effect but it does guarantee that whatever the outcome – you have, without a doubt, moved one step closer to the success you desire.
It’s all about small steps.
It’s all about taking calculated risks.
It’s all about consistent, regular action.
It’s all about testing, not guessing your way to success.
The Weider Web Solutions 8 Step Web Optimisation Process
Install tracking and analytics software.
I use Google Analytics and Hotjar to gather user data. This shows me how people are using your site, how they are finding your site and how they are behaving on your site.
I need to collect data from your website users. The amount of time this takes depends on the number of visitors your website is getting. I recommend at least a few hundred total visitors to your site. If your visits are less than this, I will wait for 1 month to gather as much as data as possible.
Data analysis and hypothesis creation.
I will then look at your data, ask you questions about your activities and create an number hypothesis. The hypothesis are the reasons behind the data that form the foundation of a test. e.g. Your home page message doesn’t resonate with your audience. These will form the basis of the testing.
Create a list of tests.
For each hypothesis I will create a test that can be used to test out the hypothesis. Each test will be graded for ease of implementation, expected result and the value the test has to your business. The list of tests is ordered by value so you only focus on the ones with the biggest gains.
Implement the tests.
Depending on the tests I may implement just one, or more than one. I will use Google Analytics Experiments to do this. This will involve creating a new web page with the changes on it. This will be tested against your original page.
Monitor the tests.
The tests will be monitored for either a set time or until a clear winner is declared.
Once the test is completed, the data will be analysed and a winner declared. The winning page will remain on your website.
I will move on to another test. The process repeats continually so your website is always being improved and performance always getting better.