Chain optimization

With LinkPulse, it is easy to define a chain that you intend to optimize. This is typically registration dialogues, shop dialogues or other processes where the user must go through several steps to get to achieve a certain goal.

You start out by observing "loss" of users in every step to identify weak links in the chain. Next, make changes in the user interface and compare the traffic flow throughout the chain before and after the change.

You have a goal. Let's look at an obvious example: selling a product. The goal itself is not as important - the point is having one, and a chain of pages that lead to it.

Your first task is to use LinkPulse to identify where the chain misses out on customers. As such, the advantage of LinkPulse is that the numbers are absolute - not calculated nor cached, proxied etc. You know exactly how many users went on to the next step in the process.

In our example you lose, say, 60% of your customers before they even find what they are looking for. There may be several reasons for this, and experience will help you a long way. But. Experience is usually not enough. With LinkPulse you will analyze the problem page - the search page. It looks for the sake of illustration like this:

Assume that one out of the two links that "40%" points to is the one that takes the user through to the next step. If 30% of customers click to get more information about possible choices, it does not necessarily represent a problem. One possible action item is to ensure that customers who make that move get the opportunity to return to the chain. Another possibility is to remove one of the links - maybe they are just confusing the customer?

Let us say that you have chosen to remove some of the distracting links, be it parts of the texts or only the URLs. Let a day or two pass. How are things looking now? You will now return to inspect the overall chain.

You can see the effect of your actions, not only in the chain, but also through the distribution of clicks on a particular page. In this case, we have improved clickthrough (for the sales process) on the particular problem page to 50%.