Did you know that 53% of visitors will abandon your website if it takes more than 3 seconds to load? And did you know that almost ‘40% of users will stop engaging if they find the content or layout of a website shabby and tatty’. While these small blunders may seem trivial, they mustn’t be overlooked as they are very well capable of killing your conversion and retention rates. The question is, how can you optimise your website in a way that completely eliminates these errors. Well, the truth is you can’t. No one can. But you can certainly make improvements! Let me introduce you to website optimisation services.
Website optimisation services are essential if you want to provide your visitors with a smooth and positive experience on your website. When choosing one of these services, however, there are a lot of different factors (and techniques) to keep in mind.
What is website optimisation?
Website optimisation (often used interchangeably with conversion rate optimisation) is about improving aspects of your website in order to reach your business objectives. You can decide which aspects you want to optimise based on your visitors and business goals, keeping in mind your business budget and size. Optimising your website will increase your traffic and conversions as well as point out where you are going wrong (or right!).
To give you an indication of what these services are capable of and what to look out for, let’s take a closer look at the various website optimisation strategies.
Notable Website Optimisation Strategies
There are many strategies to consider when looking to achieve website optimisation. Here are some of the most popular, heading into 2020:
- Mobile friendly: More and more people are accessing websites with their mobile and therefore it is a must to have an accessible mobile website.
- SEO: Applying the proper SEO techniques will increase your website traffic and therefore increase your chance of more conversions.
- Page speed: Webpage loading time is the first thing visitors notice when going to your website and a slow page speed can be an immediate turnoff.
- User intent: Find queries that users of your market are searching for, so that your website will be shown as high as possible on search engine.
- Content marketing: You will need to make sure that your content stands out and is clear, in order to reach and cater to your audience as well as increase your traffic.
- User experience: You will need to prevent and reduce user experience barriers which can cause your visitor to leave your website.
With those in mind let’s take a look at Mopinion’s top 15 favourite Website Optimisation Services:
Optimizely allows you to test different website variations. This website optimisation services also offers a web and full stack platform, which can be used separately as well as together. Their web experiments platform is created for marketing teams and can be used without coding. Their full stack platform, on the other hand, is more advanced and includes open-source SDK and pluggable components. Furthermore, Optimizely is available for mobile apps, tv apps and IoT apps.
Pricing: upon request.
VWO is an all-in-one software that offers five different platforms that you can use separately or together. They have a testing platform that includes A/B Testing and lets you create your own tests without coding. Additionally, their Insights platform offers session recording, heatmaps and on-page surveys. VWO Engage lets you engage to (potential) customers and VWO plan allows you to collaborate with your team. Moreover, VWO offers its FullStack platform for enterprise companies which offers more testing options and on more devices.
Pricing: Ranges from $99 – $999 per month based on platform(s).
Kissmetrics will help you to increase your customers’ engagement and insights by providing email and Facebook campaigns. This tool also allows you to track your customers through all of your webpages, so you are able to find out on which page your visitors are leaving your website. You can even follow your visitors live on your website. In addition, Kissmetrics provides A/B testing and funnel reports and they let you import your data history from Woocommerce and Shopify without coding. Moreover, they have a person profile feature where you can dig into all the details of every website visitor individually. One downside – however – is that this website optimisation service has quite a learning curve.
Pricing: upon request
OptinMonster will help you to increase conversions. It will also get you more email subscribers and decrease your cart abandonment. They offer different features, like (mobile) popups, slight-in scroll box, A/B testing, cookie retargeting, welcome mats, CSS animations, sound effects and many more. In addition, OptinMonster has an exit intent technology for (mobile) websites which means that they know when your visitors will leave your website. Their features are available in easy-to-customise templates, but you can also create your own design without coding. Moreover, OptinMonster is also available as a WordPress plugin.
Pricing: $19 (basic), $39 (plus), $59 (pro), $99 (growth).
Yoast SEO is a well-known WordPress plugin that offers a number of great features, including keyword optimisation, readability check, page previews, duplicate content prevention, and other content insights. While this tool is very user-friendly, it does fall flat in some areas such as its strong emphasis on suggestions / recommendations. For example, a lot of times users are notified of suggestions that aren’t always accurate, e.g. the use of passive voice. But don’t be discouraged. For beginners this can be a great SEO tool for content optimisation.
Pricing: Choose from free package or Yoast SEO Premium (€79)
Smartlook is a qualitative analytics service which helps you to improve your user experience. It allows you to see what visitors are doing on your website, where they click & scroll and why visitors are churning. Features of Smartlook are visitor recordings, heatmaps, tracking events and conversional funnels. This tool offers its features for mobile apps as well. One other great thing is that they offer a free plan which includes 1,500 sessions per month. This is a great option for startups and small companies.
Pricing: €19 (starter), €79 (power)
UserTesting is a website optimisation service that allows you to deliver the best customer experience with their human insights platform. This platform lets you create studies or use their pre-formatted tests to get customer feedback. You could, for example, create studies to find out what your customers think of your design or to discover needs. UserTesting also gives you access to their panel, but you could also collect feedback from your employees, partners or customers. Another nice feature are their live videos, available on all devices, where you can gain insights from your targeted customers.
Pricing: upon request
Usabilityhub helps you to make the right design decisions. This website optimisation service lets you test your design ideas by gathering responses from your own audience or from the Usabilityhub Panel that provides you with over 100,000 panelists. Some of their testing options are; first click tests, preference tests, five seconds tests, navigation tests and design surveys. They also offer a free version which provides you with tests that take less than 2 minutes and let you collect responses from your audience.
Pricing: $79 (basic), $199 (pro), $396 (team)
Mixpanel is an analytic tool that analyses user behaviour for mobile devices and websites. It focuses on ‘how’ and ‘why’ users engage. Mixpanel allows you to send an unlimited amount of data and they will analyse your data within one minute. With this website optimisation service, you can build visualisations, create flows & funnels and dashboards. In addition, Mixpanel offers some testing features like mobile A/B testing and web & mobile messaging. Lastly, they have a free version with a monthly limit of 1,000 tracked users.
Pricing: Free (starter), $799 per year (growth), upon request (enterprise)
10. Google Analytics
Google Analytics is a free website optimisation service and analytics tool with which you can analyse and track the performance of your website or app. There is also the opportunity to connect Google Analytics with other Google platforms, like Google Ads. It also offers a premium version with more details which is designed for enterprise companies. One downside – however – is that it takes a lot of time to implement this tool and it may be difficult to understand the data.
CrazyEgg helps you to understand and track user behaviour on your website by giving you a visual overview. They offer heatmaps for mobile apps and websites where you can see on which webpage your visitors are clicking most and spending the most time on. CrazyEgg also provides user recording which allows you to see where and why users get stuck on your website. Moreover, you can create A/B tests without coding. This allows you to test your solutions from your heatmaps and user recordings. This tool also offers a 30-day free trial.
Pricing: $24 (basic) / $49 (standard) / $99 (plus) / upon request (custom)
SEMrush is an SEO tool which offers many features, like keyword-research, backlink tracking, content analyser, social media tracking, on-page seo tracker and rank checking. SEMrush also provides competitor tracking and research. They also have a mobile app for iOS and Android that lets you follow all your position tracking campaigns. Moreover, this tool has a social media poster chrome extension which allows you to schedule your social media posts. One disadvantage however is that it misses a keyword list management feature.
Pricing: $99 (pro) / $199 (guru) / $399 (business) / upon request (enterprise)
Clicktale, recently acquired by ContentSquare, enables you to analyse visitor behaviour on your website, mobile web and mobile app. They offer a visual overview by using features like, heatmaps, sessions recordings and funnel analysis. Clicktale also integrates with over 50 different tools, like testing tools (e.g. Optimizely) so that you can get more out of your testing results. Clicktale also offers integrations with voice of the customer tools (e.g. Opinionlab), giving you the opportunity to find out why you are getting specific feedback on your website.
Pricing: upon request
Mouseflow shows you where you visitors are struggling by providing heatmaps and session replay (which you can also filter/segment). You can also create feedback surveys and campaigns. Another great feature is their forms which allow you to see and understand drop-offs. In addition, this tool offers a 14-day free trial. A downside however is that you pay their pricing options per an amount of sessions. Therefore, you may not be able to record all your sessions if you make a miscalculation when starting to use Mouseflow.
Pricing: €29 (starter) / €99 (growth) / €399 (pro) / upon request (enterprise)
With GTmetrix you can analyse the speed of your website as well as that of your competitors using Google PageSpeed and Yahoo! Yslow. GTmetrix shows you why your webpage(s) is slow and gives you recommendations to optimise the speed. You can test your webpage from different locations. Their reports summarise key performance indicators. They also offer a free version. However, you will need to change to one of the paid versions if you want to analyse your speed performance on mobile devices. In addition, they also have a free WordPress plugin for analysing WordPress websites.
Pricing: Free (basic) / $14,95 (bronze) / $49,45 (silver) / $149,95 (gold) / upon request (custom)
Which website optimisation service(s) is right for you?
We know that there are many more website optimisation services out there, but we believe that these are some of the best services! And of course, let’s not forget customer feedback…
Mopinion is both a quantitative and qualitative feedback analytics tool with which you can collect and analyse online user feedback. Mopinion offer feedback solutions for mobile apps, websites and email. We also provide customisable dashboards and text analytics, giving you deep insights into the customer experience and of course a means to improve it! Mopinion also offers integrations with project management tools, Asana and Trello. Moreover, you can integrate Mopinion with major CRM systems such as Salesforce and MS Dynamics.
That being said, the best way to choose which website optimisation service(s) your company wants to use is simply by giving them a whirl. Hopefully, this overview will help you make a decision about which website optimisation service(s) best fits your business!
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