Saylor URL: http://www.saylor.org/books Saylor.org
Figure 15.3 Analyzing Each Step in the Conversion Process
Figure 15.3 "Analyzing Each Step in the Conversion Process" shows how analyzing each event can show
where the Web site is not meeting expectations.
After performing a search, one hundred visitors land on the home page of a Web site. From there, eighty
visitors visit the first page toward the goal. This event has an 80 percent conversion rate. Twenty visitors
take the next step. This event has a 25 percent conversion rate. Ten visitors convert into paying
customers. This event has a 50 percent conversion rate. The conversion rate of all visitors who performed
the search is 10 percent, but by breaking this up into events we can analyze and improve the conversion
rate of each event.
Experience: Why Users Acted the Way They Did, and How That Can Be Influenced
Determining the factors that affect user experience involves testing to determine why users do what they
do. Understanding why users behave in a certain way on your Web site will show you how that behavior
can be influenced so as increase successful outcomes.
Testing can be performed in a number of ways:
- A/B split testing