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Site Optimization

Site optimization is all about continuing to improve user conversion and engagement with your website. That means executing on new ideas, so that your site can perform better.

But at TPG, website optimization doesn’t mean just running with new ideas and immediately changing the design of your site. Instead, new ideas should be implemented after extensive testing. This is done by using a control environment, or the website as it is now, and changing a single variable (A/B testing of two designs or multi-variate testing of page elements) to see if it improves the metric you’re attempting to address. That means, for example, if you change a single page in the process to buy an item from your site, you’ll be able to see whether it increased or decreased sales from the original design.

Typically, a site optimization test runs like this:

  1. 50-90% of visitors to your site see the original page (% based on the page view volume and the required number to reach significance level)
  2. 10-50% see the new, changed page (% based on the page view volume and the required number to reach significance level)
  3. Analytics tracking data shows which page performed better in terms of a specific metric, like clicks/conversions/buys
  4. From there, if the test page performs better, it would be recommended that it is implemented 100% of the time (unless multi-variate testing is required)

Testing is an important part of the website optimization process, but not just because it can produce improved results for your business. It can also prevent you from making mistakes by taking costly risks with your site design that would produce worse results.

At TPG, we can design these tests to fit your specific needs. That means controlling how many visitors see the experimental design, versus the original, and tracking their decisions at each and every step. And after the first round of testing, we can test again to see what change, if any, is best.

The goal of site optimization is to be continually testing. That means always looking for ways to improve your site and web conversions.

About TPG

TPG is a Philadelphia based direct and digital marketing agency. Site optimization is only part of our digital services offerings, which also include strategies like paid search advertising and search engine optimization. Contact TPG with any questions regarding your business’ online or direct mail strategy at  tpgsearch@tpgphl.com or (215) 592-8381.