Website optimization is the process of using controlled experimentation to improve a website’s ability to drive business goals. To improve the performance of their website, website owners implement A/B testing to experiment with variations on pages of their website to determine which changes will ultimately result in more conversions (eg. demo requests, increases in organic search results, more purchases, reduced customer service time, etc. Website optimization follows the same principles used in conversion rate optimization and is based on the scientific method.
Determine the objective of your website optimization. Different business types will have different objectives you will want to optimize for. For example, if you run an eCommerce website, you’d want to figure out how to increase purchases and average order values (AOV). To do this, a website owner will conduct quantitative and qualitative research on key pages of the website that affect the ultimate goal of the site. For instance, the homepage is often a valuable area to conduct A/B tests, since much of the website’s traffic arrives on this page first. It is important that visitors immediately understand what the company offers, and that they can find their way to the second step (a click).