How to Start Optimizing Your Website Today
3. Tracking or analyzing wrong KPIs. For example, measuring a KPI that's too far upstream in a conversion funnel from the ultimate goal or only measuring one KPI when there are multiple indicators and goals that matter. There's also the risk that a measured KPI improves but at the expense of another untracked KPI, or that the measured KPI is actually a bad predictor of the ultimate goal.
4. Not targeting or segmenting visitors. When you optimize for everyone, you're really optimizing for no one. Make sure you're targeting tests and segmenting results. Not all visitors are the same; they're at different stages of the buying cycle.
5. Not taking action on results. This could range from not making the winning changes to your site or not taking what you've learned and running another test (the iterative test of learn, then repeat). The risk here is that there's no momentum gained, no ongoing strategy applied, no realization of test results and, worst of all, underwhelming return on investment.
If you aren’t already testing, start today by considering your business’s RACR objectives, web analytics framework and related site factors to test. It’s a strategic and comprehensive way to get started in the right direction.