Comments on: To Boost Conversion, Don’t Focus on Exit Pages ONLY

By: Driving Instructor Stevenage

Driving Instructor Stevenage — Tue, 11 Aug 2009 12:23:50 +0000

It was nice to read about it even thought my website currently is single page. I will need to apply this when I got more pages added.

By: שיווק בינלאומי באינטרנט

שיווק בינלאומי באינטרנט — Tue, 04 Nov 2008 08:21:21 +0000

[...] שפרסמה לאחרונה ליסה בורדון, היא מספרת על ניתוח שעשתה עם לקוחה כחלק מתהליך שיווק [...]

By: Website Design Seattle

Website Design Seattle — Wed, 06 Aug 2008 21:49:54 +0000

Thanks for the great example of the big picture. Often people get too caught up in a single metric that they can’t see the forest for the trees.

By: UniqLooks - Cashmere Scarves

UniqLooks - Cashmere Scarves — Tue, 10 Jun 2008 14:32:20 +0000

Good point

By: Mike

Mike — Mon, 02 Jun 2008 09:11:33 +0000

Nice call. I really prefer using analytics data this way – combining multiple sets of related data to arrive at conclusions rather than simply looking at figures in exclusion of other factors. I find so many clients looking at just one aspect of their website in isolation.

By: C Richey

C Richey — Mon, 02 Jun 2008 07:15:24 +0000

Good idea. I would start a little smaller though, depending on the size of the site. The pages may be radically different and target complete different markets.

By: Linda Bustos

Linda Bustos — Fri, 30 May 2008 02:20:20 +0000

Amen to this post.

One of the frustrating things I find with Google Analytics (maybe the paid packages do this better) is it’s difficult to hone in on meaningful data. I often want to check out high bounce rates or exit rates, and I’m looking for pages or keywords or referral sources that got more than a handful of visits. So far I just scroll and scroll and try to pick them out. Is there a filter or cross-sort that’s available that I don’t know about?

By: Pearce

Pearce — Thu, 29 May 2008 14:16:35 +0000

@Audio Bible
I would suggest for your first couple experiments you just use your best judgment. Take a look at a post by Brian Eisenberg on When Should You Start Making More Money.

p.s. Being excited is great, just don’t lose sleep over your experiments, I know I used to.

By: Audio Bible

Audio Bible — Thu, 29 May 2008 13:23:11 +0000

Very good post, Melissa. I am reworking my category and adding item pages to my site right now. I can not wait to start getting Google Analytics data back on them. I am sure my website bounce rate will drop just from the redesign alone. But I am also putting in things I have hopefully learned read posts to help conversion.

Only thing, I figure I need to wait atleast a month, after the redesign to have enough data over time to really start making some educated decisions about what to do next, but I can not wait, I am really excited, this is something I have been needing to do for a long while now.

By: Janet

Janet — Thu, 29 May 2008 08:00:55 +0000

The exit pages are a great place to start no doubt, but also the entry pages would be the second place I wouild look at.

By: Michael Feiner

Michael Feiner — Wed, 28 May 2008 23:50:40 +0000

I would also look at the % exit following an internal site search query as a possible optimization priority.
According to research from Visual Sciences (RIP) internal site search users convert three times the site average.

Consequently, the loss of potential sales might be higher than suggested by traffic volumes only.

I guess Pearce’s same moral applies here.

Michael
AEP Convert

By: Robert Gorell

Robert Gorell — Wed, 28 May 2008 20:23:13 +0000

Great addition, Pearce! So true…

By: Pearce

Pearce — Wed, 28 May 2008 20:01:03 +0000

I have to completely agree, but I would add one thing. Everyone should always take into consideration the pages with the most traffic and other metrics when prioritizing.

I put the 80/20 “not so much a rule” in place. Where top 20% of your pages is where you should spend 80% of optimization on. Because that is where you will have the biggest impact.

Take for example a page that has 10,000 hits a day with a conversion rate of 5%, that is 500 conversions a day. With a modest improvement of 10% you get an additional 50 conversions. Where as if you spend the time optimizing a page that gets 2,000 hits a day with a 4% conversion rate you will have to get an improvement of 61.5% to match those 50 additional conversions.

The moral of the story is never only consider one metric when prioritizing your optimization.