Finding Data Driven Ideas
If you set up a goal in GA and have your 'macro' conversion as goal completion, you can see where users are falling off in your funnel. You can focus on the pages, or 'micro' conversions where this drop-off is highest. I hope this helps.
Product Development Manager
American Medical Association
Just creat a spreadsheet first column is the test idea, then potential (1-10), then importance (1-10), then ease (1-10) sum the 3 variables and youll get a score, then sort ideas from top to low.
Test idea: Changing the "Make payment" button at checkout for a different layout with images that blink
Potential: Its potential is hide as its an element that triggers sales (10)
Importantce: Its importante because without it sales wont ocurr (10)
Ease: Its quite easy but images will need to be worked as well as the layout (7)
Total PIE Score: 27
great that you started optimizing and testing your optimization ideas!
No worries, Google Analytics (GA) is more then enough for getting relevant data that fuels your optimization efforts. Look at the landingpage you want to optimize and deep dive into the metrics. What is the "bounce rate" like, what is the "time on page" - what thesis could you come up with, why the users are bouncing or not spending much time on the page?
Even better, look holisticly at the hole funnel you want to optimize. Maybe it is not the landingpage that is the "problem" but a step further down in the funnel is causing problems - friction - for the user.
There are many walkthroughs on how do to a funnel analysis with GA on youtube and google. You'll find them
Have fun digging in your data and finding the "sweet spot" where you next experiment has not only the chance of becoming significant (test bold changes!) but at the same time influence the user in a positive way so you get more conversions.
I will spend much more time in GA digging further into the data, I will also review the funnel and understand the users journey beyond just the landing page.
Thanks again guys - Joe
I'd invest the $29 into HotJar - it's totally worth it. Heatmaps and average fold is useful but the recorded user sessions is a goldmine of opportunities. The learnings are invaluable when you can see how people interact with your site/product/design.
P.S. - I'm not affiliated with HotJar.
The best way to start an experiment is to determine your overall goals and KPIs before you even consider the "how" of your experiment - it's really the "what" for your users that you need to understand. If the only area that you can control is the landing pages, then what are you trying to point them towards? Are there pages on your site (that you can track with GA) that seem to be getting more or less love from visitors? Is the messaging on your landing pages consistent with the rest of your site? When you look at the stats from the rest of your pages, that might help you get a better idea of how to tweak the landing pages with Optimizely tests.
Also, depending on the scale of your business, there are some heatmapping products that you can implement for free to get at least a sample size of visitors. If you can apply the code across your whole site, that might help you get even more insight into how everything fits together.
Lastly, do you have tracking codes on the links in your experiments? Those can feed back into GA so you can get more insight into the results of your tests, which can give even more data to help you find what works. Good luck!
Besides that there are many ways to test on users what they actually think about the pages and what kind of things they find annoying when the land on them. So coming up with good ideas/ hypothesis based on their behaviour might also give you good insights.
In our case we usually only have 5-10% max of our tests being inconclusive. So you saying that most of yours don't reach it is a big issue if you go further this route.