The evaluation and reporting phase consists of thorough analysis of results and conversions, suggesting future actions based on experiment results, and outlining further experiment options, allowing the experiments to be refined, and informed website decisions to be made.

Therefore, once your experiment has been running and collecting data, it is time to analyse the results, draw some conclusions, and implement the best performing experiment variation.

Analysis of Results/Conversions

The evaluation of an experiment generally refers to looking at the results in terms of conversions and goal performance. While the Website Optimizer interface makes this quick and easy to perform at high level, there are often key insights, such as which search engine had the best conversion rate, where did most of our users come from etc., that can be drawn from Website Optimizer's sister product, Google Analytics. As a Google Analytics Authorized Consultant, Internetrix can assist in interpreting your experiment results in greater detail using Analytics.

Infer Causes and Recommend Actions

Once the results have been studied, Internetrix can help in inferring the causes of certain experiment results. Understanding performance and inferring causes then leads to a range of recommendations, which may take the headline result from the experiment and augment it with other information gleaned from sales information and the deeper Google Analytics reports to help you make informed decisions.

Outline Further Experiment Options

As most of us will know, perfect is unattainable, and improvement needs to be a continuous process if you want to get to the top, and stay there. As a result, most experiments actually give rise to new ideas, refinements on the theme, and better improvements that can be made. Internetrix can help in recommending further experiment options, which can then lead back into the planning phase for a later round of experiments to further optimize your website.