Every company has slightly different goals and plans for its website. When it comes to creating great user experiences and personalizations, though, the basic steps are still the same:
The following figure illustrates the basic user experience management and personalization workflow.
Figure: User experience management and personalization workflow
The first thing to think about when planning user experience are your goals. 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:
Create hypotheses about how to achieve the goals you select.
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), which are 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.
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 visitor 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 products in a specific category. In this case, you can define that visitors who have visited the category page 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 category page at least 5 times using a mobile device. You can also segment visitors based on exclusion, for example, segmenting visitors that have visited the category page but not the discount section.
The Frosmo Platform segmentation features include various options for defining segmentation rules, for example:
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.
A modification is a real-time change to a web page designed to personalize or otherwise improve the user experience of the website and to guide visitors to complete a conversion. You can also use modifications to collect usage data from the site. Personalized modifications are based on the visitor attributes that can be either rule-based (segmentation) or data-based (machine learning algorithms).
Here are examples of common modifications:
Frosmo provides the following types of modifications:
The Frosmo Control Panel provides various options to define where and when to make the modification available. You can create the modification content manually or based on a predefined template.
For more information about modifications and how to create them, see Modifications.
Recommendations are a specific type of modification that are created directly from product data. For more information, see Recommendations.
Before the modification can be shown to a larger audience, test it 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. For more information, see Testing.
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 get a specific content variation. You can then compare the variations against each other.
In the Control Panel, the comparison group feature automatically places 10% of your visitors into a group that will not get the modification. The comparison group can be enabled or disabled for each modification before the modification is activated. Comparison groups can be used for long-term monitoring of modification performance.
You can also track the original page content to measure modification performance.
For more information, see Modification statistics.
You have set your goals, segmented your visitors, and provided them with a relevant, personalized user experience – or so you think. How do you know you are actually meeting your goals?
You should now go back to your goals and the analytics to see how your website statistics compare to the key performance indicators (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 moving.
For example, the main goal of an ecommerce site 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:
Other sites may 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:
The Frosmo Control Panel allows you to view most of the above statistics and many others, including: