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Woohoo! Your Director of Marketing finally gave you permission to put together a conversion rate optimization strategy (it’s about time—especially when you consider that companies using a CRO tool to develop strategies see a 233 percent increase in ROI). The understanding is that if you present valid experiments and opportunities for improvement, these optimizations can be your highest priority.
But before you have time to get too excited, the first obstacle appears. You know deep in your digital marketing soul that your website could be more of an asset to your company, but you don’t have the details needed to put together a data-driven plan of attack. And, unfortunately, that plan of attack is exactly what you need.
In order to put together a list of impactful experiments, you must first start with a website audit and analysis. And because there are so many different analysis methodologies available, that shouldn’t be hard, right?
Understanding the Methodologies
That’s right. Analyzing your website shouldn’t be—and won’t be—hard. The key is to determine which of the many methodologies you’ll use to understand not only how your website currently performs, but also where your opportunities for improvement lie.
However, before you start with what might be the most simple, accessible, or even comprehensive methodology, I want to be sure that you understand the pros and cons of each.
For simplicity’s sake, we’ll break out these methodologies by their analytical category: qualitative, quantitative, or both.
These methodologies do not demonstrate measurable, tangible results or benchmarks. They will, however, provide you with context, which you can use to understand how your website visitors consciously and subconsciously react to various elements on your website. These methodologies include:
- Remote user testing
- In-person user testing
Although both of these methodologies are variants of one general methodology (user testing), there are slight differences between the two, namely whether or not the user testing takes place in person or virtually. In terms of the pros, using the right questions and further probing the respondents’ answers can provide you with great, detailed insights. However, there are two major downsides to these types of methodologies.
The first has to do with cognitive bias. If your respondents’ true motivation stems from anything less than selflessness and altruism (and let’s be honest, many purchases are made to demonstrate status or power, or to accomplish a less than honorable goal), chances are, respondents will be reluctant to share their true motivations with you. So, although you may get great, detailed answers, chances are that these responses are not 100 percent honest.
The other downside of user testing (either in person or remote) comes from its capabilities. At its core, user testing provides the customers’ voice to you. Even if you are granted completely honest, transparent answers, you are only receiving insights into your respondents’ conscious decision-making process—and unfortunately you’re not even receiving all of their insights; you’re only hearing the ones that are memorable or top of mind. But only 5 percent of our decision-making takes place in our conscious mind. …read more
Read more here:: B2CMarketingInsider