Optimization requires planning and preparation before you can make data-driven
changes to your web pages.
The following plan is a template to help you implement
and configure Webtrends Optimize to test your site pages. This example is a generic
approach that generally works well for most use cases.
- Discovery Develop test strategies that best fit your optimization goals
and business needs. Identify pages with simple and easily measurable conversion
objectives. Areas to consider include landing pages with a high bounce rate,
sales funnels with low conversion rates and any current marketing initiatives,
such as e-mail offers or search engine optimization (SEO).
- Baseline Perform a baseline
test to establish traffic and conversion rates on current web pages.
- Split Complete a split test,
creating a test page template to determine which page will be the best page, or
"champion," to use for the next phase of testing.
- Multivariate Start a multivariate
test cycle. For example, you can begin by testing a key message, then leverage
what you learn to test a special offer, and follow up with a test that checks
the impact of incentives or third-party validation.
- Publish Activate the winning content for display to your site