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« Web Analytics War? | Main | Midnight Metrics »
Wednesday Jan 23, 2008
Improving Conversion Paths Across Organizations

The larger the company you're working with, the more likely that you will see this occur.  A conversion path may consist of pages that are owned by different organizations within the company.

For example, the product support page may be owned by the product's web content team, while the more detailed support page is owned by the software groups support web content team, and yet the purchase pages are owned by the company's online purchase web team.  Yikes!

The good news is that all three teams are tied to the success of the entire conversion path even though they only have ownership of a segment of it.  My suggestion is for all three teams to come together to look at the conversion path heuristically and each plan to make one significant change, then make the change, measure the impact and regroup.  This process should be repeated until all parties are satisfied with the performance of the entire conversion path.  Then, it is important to continue measuring and return to this process if necessary.

The other option is for your team to improve your portion, then ask for the other teams to participate.  Definitely improve your portion of the path before you go knocking another teams portion!

Posted at 12:44PM Jan 23, 2008 by dustinwallace in Conversions  |  Comments[0]

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