Blog Post 2 - BUS572-2

Second Session 

The first concept that I found interesting is the funnel analysis. Every website has a goal and wants to reach it. The process of reaching these goals can be divided into several steps. Each of these steps play a big role in the success of a website. Every user must complete all these steps so that the web site can reach it’s goal. Therefore, it is important to analyse every step to be able to identify where the problem lies and solve it. Funnel analysis track the users as they start the process and will show you if they complete the process or not. For the users that do not complete the process, funnel analysis will identify the step that users exit the process. Funnel analysis would help website owners to find out where in the process the problem lies; where users exit the process most. This way they can optimize their website and be able to increase the number of users that complete the whole processes. The last step is known as conversion. The higher the number of users that complete the process the higher the conversion rate will be.

Source: Saylor Books (Stokes, 2010)

The second concept I find very interesting is testing. There are different factors that effect user’s behavior on a website. Testing these factors can help website owners to have an understanding in why user’s behave in a certain way. Understanding user’s behavior can help website owners to influence users in a way that will give them the best result.

There are 4 different methods for testing:

1-  A/B testing is a way to test changes on a website and determine whether these changes will increase the conversion rate or not.

2-Multivariate testing allows you to change a lot of variables at the same time and determine the significance of these changes on the website’s conversion rate.

3-Listening Labs is another testing method which allows you to observe how users interact with your website and listen to their comments.

4-Single-Page Heat Maps , is software that will show you where users look and click on your website

The skill that I have acquired during this last session is how to create a text ad.  Sarah Peduzzi´s lecture gave me very useful information on how to  create a text ad. She suggests to follow six rules when creating  a text ad:

1. Include keywords in your ad

2. Tell customers how they can participate by using strong calls-to-action

3. Include prices and promotions

4. Match your landing page with your ad message

5. Be creative in writing the ad so you can affect how it appears in SERP

6. Use ad extensions where possible

By following these rules you can create the perfect text ad for your website and market it in the most effective way. 

After this session I have learned about testing, analyzing and optimizing websites and the importance of them. In  order to have a successful outcome, you should first analyze every step in the process of attracting more users and find out where the problems are in the process. Also, different testing methods will help you increase the conversion rate of your site. You can keep track of where users click most and make them more visible and attractive for them. Additionally, test to change different elements in your website in order to increase the number of  users. This way you can optimize your website in a way that maximizes the number of users and increase the successful outcome.