Is Your Site Trackable and Testable?
Tracking and Testing : A Few Words…
I was working with a client today and I noticed that the website was not setup to be easily tracked or tested.
Here’s what I mean:
Tracking Roadblock The order pages and sale sequences are on different domains.
Why: Most tracking programs can not track over multiple domains. So this is something that you want to evaluate as you are setting up your site. Try to keep the entire sales cycle on one domain. If this is not possible, see if you can bring the visitor back to the original domain after the completion of the transaction so that the tracking data can be collected.
Testing Obstacle: There are 10 ways to leave every page.
Why: This means the path to sales is not well defined. Finding out how the visitor is moving around the site and what is the profitable path is one of the first things that will have to be determined if you are looking to improve your sales cycle.
Tracking Setback: The site is built in Flash. Looks nice, but not easily tracked.
Why: Most tracking programs have a hard time with Flash. You can’t improve something that you can not see.
Testing Nightmare: There is a 100 page “hidden” sales process that has never been tested. “It just evolved over time.” “We just kept adding pages.”
Why: There is no way to tell what the visitor is doing or where they are going. How do you know the visitor needs that much information to make a buying decision?
BIG Testing / Tracking Problem: The client does not have access to their own server or any of their web pages.
Why: Website owner can’t put code onto a page. No logins. No nothing. No idea. Another website owner held hostage by technology. If we need to change or try something, it cannot and will not be completed in a timely fashion.
This reminds me of working in manufacturing where it would take 3 workmen to turn an adjustment valve. True story, one to supervise (management), one to cut the electricity (electrical) and one to turn the adjustment screw (mechanical). Took 1 hour to turn a screw a 1/4 turn.
These are just a few of the things that I found today. I suspect that I will find more “tracking and testing roadblocks” as I look deeper.
The moral of this story…
As you are designing your site and your sales cycle, be sure to consider how you are going to track, test and improve your conversion rates as you go after more traffic and other markets. A little planning up front will save you headaches later.
Take Care,
PS: Jerry West and I have finally set the dates for the Rainmaker Conference. I will be doing a How To Become A Rainmaker Series over the next few weeks. Stay tuned.
Comments on Is Your Site Trackable and Testable? »
This is exciting information and I'm eager to implement this. Thanks, David, for your insights.