Web Optimization - A Four Phase Process for Getting Better Results

Web Optimization

A Four Phase Process for Getting Better Results

There was a time back in the Internet "dark ages" when web optimization really didn't mean much more than optimizing a website for more traffic and a better overall user experience.

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How things have changed!

Today web optimization is an extremely sophisticated and increasingly complicated field that seeks to gain maximum leverage from anything it can.



In this article, we're going to provide you with an overview of the four phases of a typical web optimization process so that, by the time you’re finished it, you should have a good idea of how to put it to work for your web assets.



Phase One: PlanningSpecifically, it begins with having a plan that identifies all of the web assets that will be in scope for the optimization effort for example:

Company websiteMobile websiteFacebook business pageGoogle+ local profile (for local businesses)Email campaign



It will then dive deeper into each asset by identifying the parts that make up the whole such as individual pages on a website, custom application page tabs for a Facebook page, different lists for an email campaign, and so forth.



Phase Two: Tracking

After all of the web assets have been thoroughly exposed and identified, analytics are implemented to track the actual performance of each individual asset.



One such example of an analytics implementation would be Google Analytics, which is used to track some of the most important performance indicators like website traffic and visitor behavior.



Phase Three: Analysis

Data analysis provides the real power for a web optimization effort because it makes everything transparent and allows the people looking at the data to formulate recommendations for improvements.



The analysis typically seeks to identify what’s causing the performance of a web asset to be what it is. If, for example, analysts see that the bounce rate on a certain page of a website is 100%, they attempt to find out why.



Phase Four: ActionIt’s where the rubber really meets the road. So if, for example, the cause of the 100% bounce rate on a certain page of a website was deemed to be that the content was likely irrelevant to the interests of the visitors, then new content would replace the old content.



Every area targeted for improvement gets address in pretty much the same way. So by now you should have a pretty good understanding of the four phases of web optimization: planning, tracking, analysis, and action.



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Web Optimization - A Four Phase Process for Getting Better Results