Usability Optimization in Practice

Profit Rank’s Usability Optimization strategy incorporates the following steps:

1.  Analytics installation. Usability Optimization makes conclusions based on site traffic observations, so there must be machinery in place to make the appropriate measurements.
2. Data collection and analysis. Profit Rank must have access to sufficient data to make conclusions with acceptably narrow margins of error. The time required to complete this step is a function of the volume of traffic arriving at your site.
3. Usability recommendations. Initial recommendations will focus on removing obvious obstacles to successful conversions.
4. Optimization cycle. The meat of Usability Optimization is the optimization cycle, which proceeds until anticipated returns no longer justify the execution of another cycle. The optimization cycle consists of the following steps:
   1. Change implementation. Profit Rank will consult with your firm's engineers and web designers to implement its recommendations.
   2. Data collection & analysis. Each optimization cycle requires a period of data collection, followed by an assessment of the effectiveness of changes mande.
   3. Reporting & follow-on recommendations. Profit Rank will report its results to your firm's leadership, along with its recommendations regarding the advisability and nature of the next iteration of the optimization cycle. Earlier recommendations will continue to focus on removing obvious obstacles to successful conversions, while later recommendations will focus on testing to select between alternate strategies.