Information Technology Reference
In-Depth Information
Figure 12.9 illustrates what can happen when you look at any optimization
impact out of context.
Figure 12.9
Funnel comparison, current week to previous week
313
Information Silo
An
information silo
is a system incapable of reciprocal operation with other related systems. Your
online sales, for example, are considered a silo if they cannot exchange information (analytics)
with your offline sales systems.
no changes were made to the confirmation form between the two weeks com-
pared, but we still have twice the amount of sales. so we know the form itself has not
magically improved. We thus need to take other variables into consideration, such as
new display campaigns, paid search optimization, or content optimization… which
brings me back to my point that you do not have to look at the form page to optimize
its performance.
so armed with this information, let's make a few conclusions on a conversion
process where a form is involved:
E
•
ach step in a funnel is not equal and should not be measured as being equal to
other steps.
E
•
ach form on each step is not equal and should not be measured as being equal
to others.
t
•
here is built-in resistance to any form you create, no matter how optimized.
the more fields you use, the higher the resistance is likely to be. people don't like
to fill in forms!
s
•
ome form fields, in particular those with some sort of pii (personally identi-
fiable information) or commitment, embrace a higher resistance that others.
obvious fields such as a credit card number as well as fields like your phone
number have a very high built-in resistance.
