From the course: Marketing: Conversion Rate Optimization
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Evaluating impact and ease of tests
From the course: Marketing: Conversion Rate Optimization
Evaluating impact and ease of tests
- [Narrator] Every page has some opportunity for lift, but you cannot test everywhere at the same time. Let's unpack how you should think about scoring each category or test within the ICE framework. The first criteria is impact. How much will a test improvement impact the business? Your high impact pages are the ones with the most traffic. These are effective because they can improve results for more visitors, offer insights for other areas of the site for testing, help complete tests in a reasonable timeframe, move to new tests faster, and most importantly they can have the biggest impact on your business. To find high traffic pages on your website for testing, go into Google analytics and click behavior, site content, all pages, then filter by unique page views so you don't double count visitors. To find your top pages for first time visitors, go to behavior, site content, landing pages. Here you can uncover how new visitors…
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