Using Volument for

Website optimization

In website optimization, your goal is to produce interesting and desirable content. Because the more compelling your product the more conversions you get.

Front page: before and after the change

Areas and pages

Volument generates separate analytics for the following:

Landing areas

Depending on the structure of your site these are the different kinds of areas on your like “Blog”, or “Features”, or “Community”. Areas consist of multiple pages. They measure sessions and how the unique visits perform when the visitors lands via one of the pages inside the area.

Individual pages

These are individual pages on a website such as the front page or the “About us” page. The performance of a page is measured within a single page view.

Entire website

Site is a special area consisting of all the pages on a website.

Website optimization steps

1. Pick a problem

In website optimization, you should be constantly fixing your bottlenecks. These are pages or areas on the site where the largest amount of people are turning away on the first 15 seconds of their initial visit.

Volument automatically shows you the biggest problems

These spots are your “low-hanging fruits” where you can make the biggest impact with the lowest possible effort. There are two places you can look for these sweet spots:

  1. Pick the first page from the list of “Leaks”. These are the pages where most of your visitors leave the site without taking a deeper look.
  2. Look for high bounce rates on your entire site or some landing area.

2. Identify the problem

The next step is to check out what kind of problem you have at hand. This can be detected from how soon the majority of your first-time visitors leave the site:

+The darker the red, the more acute the problem

Leaves in 3 seconds “Their site didn't work”

Three seconds is enough for the visitor to form their first impression. If a visitor leaves at this point, the problem is some of the following:

  1. Slow load time 53% of visits are abandoned if a mobile site takes longer than 3 seconds to load. *
  2. Bad layout The layout is complex, confusing, or the content is behind an overlay.
  3. JavaScript error The page doesn't load because of an error.
  4. Annoyance such as an auto-playing video with audio turned on.

Issues at this stage are easiest to fix because the first impression is 94% related to design. * Sometimes a small design change can make a big impact on conversions.

Leaves in 7 seconds “It wasn't for me”

Seven seconds is enough for the visitor to become aware of the problem the product aims to solve. If the visitor leaves at this problem awareness point, the issue is some of the following:

  1. Bad intro people didn't understand the product
  2. Bad audience the product wasn't relevant for the visitor
  3. Bad problem the problem is not worth solving at all

Leaves in 15 seconds “I wish they've done it better”

Fifteen seconds is enough for the visitor to become aware of how the product solves the presented problem. If the visitor leaves at this solution awareness point, people may be interested in the problem but are not convinced about the solution.

After 15 seconds “I'll have a look”

If your 15-second bounce rate is less than 55%, you are already better than most sites on the Internet. *

Once you reach an acceptable level of awareness your next job is to build interest. The strategy here is no different: you must create such content that the visitor keeps on consuming it until they are ready to take action.

3. Make a fix and see the impact

Once you've pushed the change to the website the key thing is to reach statistical significance: ie. you have enough samples on the new version to make reliable conclusions. The more the better: 300-500 samples are minimum, 1000 is good.

This typically takes a few days. High-traffic sites can move faster: they may know the results in hours, sometimes even in just a few minutes.

4. Repeat

If the change was a success you should leave it in place and move on to a new update. Otherwise, you should roll back to the earlier version.

Our take on optimization

Here's what we've learned from the data we collect.

The trick for increasing the conversion rate is to put most of your effort on building a great first-time user experience. By making more people aware of your product you'll get more conversions as a result.

Act here, Results here

Why? Because the visitor makes her decisions at the top of the funnel, and you collect the wins at the bottom of the funnel. You can only act on the former, but ultimately it's up to the visitor to decide if they want to convert. You must first turn your visitors into “prospects” with great content and design before they are willing to hand their contact- or credit card information.

Think of all the best websites in the world and compare them to the ones that struggle to be one, what's the difference?

The desperate ones shoot you with popups and call-to-action buttons. They start selling as soon as the page is loaded.

Conversely, the best sites like Apple, Stripe, and AirBnB are beautifully designed and respect you as a person. They strive for remarkable user experience.

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