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Optimization
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Optimization with regards to websites can be split up into various parts:
Design Optimization:
Optimization of a website with regards to load time and operating efficiency.
Search Engine Optimization(SEO):
Optimization of a website structure and content, as to acquire high ranking in Search
Engine Result Pages (SERPs).
Conversion Optimization
Optimization of a website with regards to the ratio of users reaching a specific
result/goal, such as buying a product, or subscribing to a newsletter.
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Even though these parts can be analyzed separately, they are mostly co-dependent.
For example, a website that is optimized from a design point of view, will have
good navigation, and good structure, both a requirement for SEO and for Conversion
optimization.
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Let’s look a bit further into conversion optimization. To convert a user one needs
to look at what you would like them to achieve, what goal would you want them to
reach? Would you like a user to buy a product from your website (website A), or
do you have a information rich website (website B)? For this we look at the key
performance indicators (KPI). These KPIs differ for different types of websites.
For website A, the main concern is to get a sale of a product, for that is how they
monetize their website, where as website B probably generates a revenue from ads
on there pages, thus the more pages a users views, the more ads they are able to
display.
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For good optimization, one needs to know exactly what is happening on your website,
for this you need a good analytics package. There are two types of collecting website
data, log file analysis, such as WebAlizer and SmartersStats, or page tagging such
as Google Analytics and Lyris HQ Web Analytics.
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Once you have the data at your fingertips, you will know where your shortcomings
are, and where you need to improve upon.
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Conversion Optimization is all about three main factors, Track, Analyze and Optimize.
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