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BizReport : Ecommerce archives : September 04, 2008

Optimost's technology could increase site optimization

Every etailer knows that to truly engage the online consumer, landing pages have to be optimized. But what about the rest of our website? Does that matter as much as the landing page? Of course it does; but how do etailers optimize an entire site?

by Kristina Knight

Technology from Optimost could help by testing planned upgrades, new content and new product pages before they are ever seen by consumers. Optimost takes a sample website page and tests how different variations of that page engage users; by know which version engages the most consumers marketers have a better idea of what to include or not include with future upgrades.

In terms of content, optimization is all about the cross-sell. Products which work well together are great but if consumers aren't pushed toward those pages and given a reason to purchase multiple products, they won't. Marketers can also target site visitors based on how the interact with the content; that content then can be optimized when consumers return to the website.

As marketers head into the all-important holiday shopping season, and budgets continue to feel the strain of increased gasoline costs and inflation, website optimization could be the difference between an okay holiday shopping season and a season that sets records.

Tags: ecommerce, website optimization

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