Every company has slightly different goals and plans for its website. Regarding user experience, the basic steps are still the same:
- Set goals to define what your pain points are and hypotheses on to address them.
- Develop your site to achieve the goals:
- Get data about your visitors to decide what is the best route to reach your goals.
- Define your audiences and create segmentation.
- Carefully test your ideas to provide your visitors with an experience that benefits you both. Keep your goals in mind.
- Implement the ideas that work to create personalized visitor journeys.
- Analyze the results to see whether you are moving in the right direction.
The following figure illustrates the basic user experience management workflow.
Figure: User experience management workflow
The first thing to think about when planning your user experience is your goal. You probably want more conversions, but what does that mean to you, and what can you reasonably expect to achieve? Do you simply want to increase the sales volume in your web store, or do you want to upsell specific products that bring you the best revenue? Or, do you want to engage your visitors by prompting them to sign up for a newsletter? When you define what you want your visitors to do, think about who you are targeting, what you want them to experience, and how to create that experience for them.
These are some common goals for user experience personalization and optimization:
- Acquire new customers.
- Increase overseas sales.
- Keep shoppers engaged throughout the purchase funnel.
- Encourage transactions.
- Upsell profitable products.
- Reduce shopping cart abandonment.
After setting your goals, the next step on your roadmap is getting to know your website visitors. You probably have an analytics tool set up for your website to track basic metrics, such as site traffic, traffic sources, page views, new and returning visitors, session duration, and bounce rate.
The more complete your data is, the better you can understand how your visitors behave and what engages, motivates, and attracts them. However, you must think about how the data you collect serves your key performance indicators (KPIs), the metrics you want to track and report. Each organization has its own set of KPIs – there is no out-of-the-box solution that fits all.
- Modification performance data: Basic modification events used for monitoring and reporting
- Product data: Information about products used in product recommendations
- Visitor data:
- Background data: Information about the visitor not related to a specific website
- Behavior data: Visitor's actions on the website
- Conversion and transaction data: Visitor's actions on the website in connection with purchases and other conversions
- Account data: Personal data collected and stored temporarily for the purpose of transferring it to customer's back end systems or third-party systems controlled by the customer
For more information, see Data collection and storage.
Some of this data is tracked automatically on your site. Other types you can collect by setting up data tracking for your site and by creating segments to monitor the preferences of your visitors.
You can integrate the Frosmo Platform to your other analytics tools, such as Google Analytics, to create a comprehensive data collection on which to base your development efforts. Combining all your user analytics also helps you to measure the results of those efforts.
When you know your visitor types, you can start segmenting them to provide them with content that best serves them.
To create relevant and useful segments, think about your service structure. Which parts, pages, or actions do you value? Does it matter from where the visitor has arrived to your service or which keywords the visitor has used in a search engine?
An example of a good and simple segmentation is creating a segment for visitors who regularly use a specific part of your service. This part can be, for example, a page listing sports cars. In this case, you can define that visitors who have visited the sports cars section at least 5 times are included in the segment. You can add as many segmentation rules as you like, for example, segmenting visitors that have visited the sports cars section at least 5 times using a mobile device. You can also segment visitors based on exclusion, for example, segmenting visitors that have visited the sports cars section but not the discount section.
The Frosmo Platform segmentation features include various options for defining segmentation rules, for example:
- Custom visitor actions defined by you
- Landing page through which the visitor entered the website
- New visitor
- Previously visited sites or pages
You can also combine segments into segment groups and target groups to further determine, which visitors you want include in your target audience – or leave out of it.
For more information about using segments, see Segmentation.
Creating personalized visitor journeys
A modification is a real-time change on a web page designed to improve the user experience or usability of a website and guide visitors to complete a conversion. Personalized modifications are based on the visitor attributes that can be either rule-based (segmentation) or data-based (machine learning algorithms).
Personalizing your site with modifications
Here are examples of common modifications:
- Add new content, such as personalized product recommendations or content generated from data feeds.
- Modify existing content, such as images or links.
- Remove unnecessary content, such as distracting elements, site navigation elements in shopping carts, or surplus elements from mobile-optimized layouts.
- Modify the layout and styling of a web page.
The modification content is normally created by you, but it can also be dynamically combined from, for example, product data collected by Frosmo. You can create several variations of the same modification.
Frosmo provides the following types of modifications:
- Basic modifications are used for content that is retrieved from the Frosmo back end and displayed only after the browser has rendered the page.
- Cached modifications are used for static content that must be inserted into the page code before the page is rendered in the browser.
- Recommendations generate content from product data based on the visitor's previous behavior on the site.
For a basic modification, which is the most common modification type, the Frosmo Control Panel provides various options to define where and when to show the modification:
- Placements determine the page HTML element in which the modification is shown, for example banner, footer, or pop-up. Placements can be used, for example, to replace original page elements or show totally new content.
- Triggers are used to determine when to show the modification. For example, you can set a trigger to be fired when the visitor clicks a specific page element or completes a conversion.
- Display options for each modification allow you to further define how and when the modification is shown. For example, you can determine:
- Customized attributes, such as visitor language settings or log in status
- Display delay and interval
- Maximum number of times the modification is shown to a visitor
- Segment and target groups
- Time range
- Visitor session sources
Only a part of these settings is available for cached modifications.
For more information, see Modifications.
Recommendations are a specific type of modifications that are created directly from product data. For more information, see Recommendations.
Testing your personalized content
Before the modification can be shown to a larger audience, it needs to be tested to make sure that it works as intended. The Frosmo Platform contains a preview tool you can use to display a modification based on the selected placement.
You can test your visitors' reaction to your modification, for example, by defining the variation distribution of a modification so that only some of your visitors see a specific content variation. You can then compare the variations against each other.
In the Control Panel, you can enable the comparison group feature, which automatically places 10% of your visitors into a group that will not see the modification. The comparison group feature can be enabled or disabled for each modification before the modification is activated. Comparison groups can be used for long-term monitoring of modification success.
You can also create tracking variations that will show the original content to visitors according to the display options defined for that modification.
For more information about creating, managing, and testing modifications, see Modifications.
You have set your UI development goals, segmented your visitors, and provided them with a relevant, personalized user experience – or so you think. How do you know you are doing it right?
You should now go back to your goals and the analytics to see how your website statistics compare to the KPIs you have set. Those KPIs are in line with your long-term goals and provide you immediate feedback on the direction your website traffic is taking.
For example, the main goal of an ecommerce website is simply to create revenue. To do this, the site must encourage visitors to select many products, select expensive products (or products that the site owner wants to upsell), and, most of all, complete purchases. Important KPIs for such a site include:
- Average purchase value
- Cart abandonment rate
- Conversion rate (percentage of visitors that complete a purchase)
- Number of products per purchase
Other websites focus on lead generation rather than revenue creation. The main goal for such a site may be to engage visitors and get them to give their contact information by submitting a form. In this case, the following KPIs are important:
- Conversion rate (percentage of visitors that submit the contact information form)
- Form abandonment rate
- Generated leads in a specific time range
- Number of content downloads (webinars, white papers, videos)
The Frosmo Control Panel allows you to view all of the above statistics and many others, including:
- Average conversions and revenue per visitor
- Modification displays
- Product views
- Visitor retention (returning visitors)
- Visitor sources