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July 15, 2007
Persuasive Tech Lab Takes on Website Optimization
This Lab has started a new project: website optimization. The primary tool will be the Google Website Optimizer. This application is an easy way to perform tests on your website in order to maximize the site's conversion rate. The conversion rate is essentially getting the site's visitors to stay longer and perform the ultimate task desired, be it purchasing a book or completing a survey. With Google Website Optimizer, the user creates up to three different variations of up to three important aspects of the website, such as the title or main image. The application then generates random versions of the website with the variations and puts them into use, tracking how long the visitors stay and how far they go into the website. After the results are reported the user will be given a report on each individual part and how it affected the conversion rate. They also receive a combined report as to how the random sample pages measured up. With these results the user is able to make the necessary changes to their website that will enhance their page, their visitors' satisfaction, and the company's success. The lab intends to perform a test experiment on the mobile persuasion website very soon. A sample of a report generated by Google Website Optimizer is shown below.
--Dana Sittler
Posted by Dana Sittler at July 15, 2007 10:41 PM