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Knowledge center

Website optimization tools

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I deal with optimizing conversion and internet marketing in its broadest sense on a daily basis. I frequently get asked about the tools I use in my work and ways of expanding one’s knowledge. So I decided to create a short compendium of tools, websites and blogs that I find most useful. I hope it will prove helpful also for you.

1. Analytics

Let’s start with the endless source of knowledge that is internet analytics. The most important tool (this goes without saying) is Google Analytics. Google team worked hard on the new version and it opens up a new range of possibilities. What I value most is the flexibility of this new edition – you can easily adapt analyses and reports to your needs. Judging from the frequency of updates, I believe we can look forward to many new features in GA soon.

Where to look for information:

  • a blog by Mariusz Gąsiewski – http://www.ittechnology.us/. There, you may find not only tips and case studies, but also that which is most valuable – courses in pdf format. New Analytics course is currently available.
  • a blog by Conversion company – http://www.conversion.pl/blog/. There you may find tips on analytics regarding conversion optimization. Blog full of useful knowledge and case studies that may help solving numerous conversion related problems.

2. Usability

a) Analytics again
To begin with, how do you know that you might want to change something on your website? On the one hand, there’s analytics, on the other hand, opinions of your users. When it comes to the former, a great complement to the aforementioned tool (Google Analytics) is Clicktale (clicktale.com). It allows monitoring how users navigate our website – mouse movements, clicks, scrolling. We can see how our page is browsed. The main advantage of this tool is that we are collecting data on the use of our website in user’s natural environment. This is a big plus compared to conducting studies with users.

b) Studies with users
Not everyone can afford conducting a study by a specialized company. In that case I would recommend conducting it yourself. A helpful tool for this:

  • Morae – http://www.techsmith.com/morae.html. A tool for conducting tests with users – it records entire test session and shows mouse movements. A useful tool, but it requires studying the instruction (something they should improve).
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