Website Optimisation Ideas to Get You Started

Start with your desired website outcome, and work backwards identifying common behaviours, and exploring what you can change to increase your desired outcome.

If you have identified a problem area, create a segment and from there you can:

  • Explore the top pages viewed
  • Explore the campaigns/channels/locations of sessions
  • Watch session replays

Here are some other ideas to get you started:

1. Identify Converting/Non Converting Users

Create a segment for sessions/users that convert and sessions/users that don’t convert.

Here is how to create segments for pageview or click based outcomes, or even if a response/message is injected into a page.

Once you’ve got these segments, overlay them on your:

  • Homepage
  • Landing Pages
  • Forms
  • Content Groups
  • Session List Report (Shows campaigns/channels/locations)
  • Click Map Report (to see top pages viewed)

Look for common behaviours and differences, to begin identifying converting content and paths from different parts of your website.

2. Focus on funnel drop off points

Explore your biggest funnel drop-off points, to understand why users aren’t progressing further in your funnel or on your forms.

To do this, create a segment that includes sessions that hit one funnel stage, but excludes the immediate next step, using pageview or click based segment rules.

Here is an example of a segment for a checkout funnel step, prior to success:

3. Focus on Traffic Types & Content influencers

Have you run a campaign, or is there a specific website source/medium that could cause your users to behave differently?

Create a segment based on source/medium/campaign to identify whether any of these influence behaviours positively. Once identified, you can begin testing whether increasing traffic from these channels also increased your desired outcomes.

Here is an example of a segment for a google cpc campaign called “testcampaign”:

4. Focus on Influencing Content

Want to know if one of your webpages or pieces of content is positively influencing conversions?

  • Create a segment for specific pages (using pageview segments) that users may have visited, and see if your content is influencing conversions or not.
  • Use scrolling heatmaps to understand how many users are viewing your on-page content
  • Create segments from interactive scrolling heatmaps (see specific content on-page segments), to understand if specific content is actually influencing conversions or other behaviours


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