Win with Advanced Business Analytics: Creating Business Value from Your Data

ANALYTICS OF SITE AND LANDING PAGE OPTIMIZATION

The buzzword optimization is thrown around loosely in digital analytics culture. The goal of digital analytics? Optimization. What are you going to do to the site? Optimize. How are you going to do it? With optimization technology. With no tongue in cheek, site optimization software is important and helpful for digital analytics. Site optimization companies are studied by leading analyst firms, such as Forrester, Gartner, Altimeter, and IDC, as a small but growing niche brand of bleeding-edge software. These companies, such as Sitespect, Adobe, and Monetate, provide tools for testing how a site looks and appears to a defined audience, in order to increase the site’s business performance for that target audience. For example, software exists that can serve every single combination of the elements of user experience, such as the color of buttons, the text on the page, pictures, and so on. Testing software for site optimization aspires to determine the correct combination of user experience to reduce “friction” and ensure that the site is “persuasive” enough to fulfill site goals (such as selling products).

I had a chance to sit down with Eric Hansen, the CEO of Sitespect. He summarized the importance of optimization this way:

Success with analytics requires taking action from insights derived from analysis. Traditionally, analytical recommendation delivered by analysts can take months to go live on the site. Such delays in implementation ...