The basics are not basic because they are easy, but because they are fundamental. And when it comes to Website optimization, the three fundamental questions pretty much never change:
- Who is coming to the site? How did they arrive? And what are their goals?
- What’s the next step forward for them both in terms of their goals and your conversion funnel?
- What do they need to understand, believe, and feel in order to confidently take those next steps
The beauty of these questions are that they help you understand WHY web visitors do what they do. Analytics can tell you what visitors are doing, but you’ll never really figure out WHY they’re doing it until you get a grasp on these questions.
I was reminded of this when looking at this week’s Which Test Won column. Now, I like Which Test Won, but my usual pet peave with their columns is that they often fail to give readers enough context around the tests and the user experience and clickstream in order to make a fully informed guess as to which of the two variants won.
At best you have to sort of make educated guesses regarding the three basic questions. Here’s an example:
The contest explanation/headline is: “Does Adding a ‘Refine Your Search’ Toolbar Help Clickthroughs on a Category Page with 99+ Products?” And then they just present you with the two pages, one with and one without the ‘refine your search’ toolbar. I’ve screenshot the images and pasted them below:
So… it sort of matters how people got to this page and what they’re shopping for, or if they are shopping vs. just getting information, and WHY they are shopping. But no one tells you this, so you’re sort of left to imagine or “make up” the visitor’s intentions/goals and path to this page. Here’s how I pictured it, based on the information provided in the breadcrumbs up at the top of the page:
- The visitors came to buy some sort of wood finish for a home improvement project, I’m guessing some kind of deck finish
- They came in from the home page, went to “Decorating,” selecting “Woodcare,”
- Finally clicking on “Cuprinol,” OR
- The visitor searched on “Cuprinol Wood Finish” (or similar) and this page represents the search results.
- Is it easier to refine by price or do you really just want to look and see what the price is? Probably the latter.
- Does it help to refine by brand? No, because you’ve already done that by specifying Cuprinol.
- What about refining by product type? Meh, what if you’re looking for a combination stain and preservative? Or maybe you want to see all your options?
- Might it help to refine by application? Yes, but would you even have seen that or would you already have dismissed the refining tool as useless by now?
Bryan Eisenberg Still Kicking CRO Butt w/ the 3 Questions