If there was clearly any area that has the most capability for bringing you success in online business it is site usability. People seem to be so engrossed with traffic and other matters but usability does not seem to be on the majority of peoples' radar. If your site is not so "usable," then essentially people will not want to use it - which means stay there, or come back - meaning not very sticky. Of course it is clear that your site needs to be user friendly and encourages people to return. Also, there are many factors associated with usability, and the only way to optimize your site is to know what is happening with your visitors.

So you understand the importance of understanding visitor behavior, and you will use a decent tracking script to get that done. That is all we can do, for the most part, and then we analyze and make our most educated estimate, often times, as to what the problem may be. But although that is a relatively crude approach, there really is not much more we can do. Some tracking scripts are extremely simple, and of course you can use something powerful like Google Analytics. They generally do the same things, and then it comes down to features and benefits. Just a few important areas include how long people stay on your pages as well as where they enter and leave from. We think it's worth it to use a superior quality script so you'll have a better idea about your site.

What we are talking about here is performing site wide optimization. You can optimize your site for any number of ideal steps including conversion rates; either an opt-in or a sale. When you are prepared to make modifications on your site, then you need to perform testing. The vast majority of people just use split testing, and that is fine since it does work well. Multivariate testing is much more powerful and different than split testing. You can take the somewhat blind approach and choose random aspects of your pages to test. If you suspect you have seen a page having issues, then you must start testing on that particular page. The smart approach to optimization and testing is to find out where your site is weak so you can correct it.

There is no question about the value of testing and usability performance analysis. However, the long term benefits will be well worth the time and inconvenience to do it. You can get your conversion rates to a satisfying level, and this really is what this is all about. The end game is greater success and sustained business growth.