Improving conversion is a diagnostic process
Showing up to a new project with a bunch of ideas on how to improve things is a strong indicator that someone doesn’t know what they are doing. Comparable to a doctor performing surgery before asking what the problem is.
Improving conversion starts as a diagnostic process.
Diagnostic information typically comes from three places:
- User Testing
Analytics can include all the data you get from Google Analytics or a similar platform. How long people are spending on your site, goal completion rates, where they are dropping off, that kind of stuff. Then there is the more functional aspect to analytical data, like page speed problems, bugs associated with different browsers, server downtime, etc. Broadly speaking, analytical data is about observing what people do in aggregate.
Then there’s user testing. User testing is about observing what individual people do. This...
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