How a reform matching website increased sales margins by 200% [Part 3]

This is the third part of our three part series for improving your website with three simple techniques:

  1. Part 1: Identifying the Problem
  2. Part 2: Testing Your Design
  3. Part 3: Improving Your Website

Improving Your Website


Keep improvement cycle going

By implementing the 3 basic techniques, LIXIL was able to increase conversions by 200%. However, it doesn’t stop here. It is important to keep the improvement cycle going.

Here are 4 key areas for our improvement cycle:

  • Number of visits
  • Bounce rate
  • Non-bounce rate
  • Form exit rate

As you look at these 4 areas, constantly look for problems or underperformance. Once you identify a problem, quickly implement improvements. While free tools such as Google Analytics may be enough, we will introduce some useful paid tools here.

Entry Form Optimization (EFO) tools


Examples of Entry Form Optimization (EFO) tools include EFO CUBE and ADPLAN EFO. Both of these tools include functions that allow you to see when and where a visitor exits your form. It will also notify you if there are input errors occurring in real time.

  • Which input item is likely to be the cause of exit?
  • Which input items are taking a long time to fill out?
  • Which input items are not filled yet?

These tools visualize problems on the form by turning it into data you can monitor. It will help you modify your web forms in a highly effective way by finding the problems before you start your form renewal process.  There are many tools similar to this so you should choose the one which best suits your needs.

Heat Map tools

clicktale‘s heat map tool

These are sample images from clicktale‘s heat map tool.

Heat map tools help visualize the mouse movements on each page.

  • Which buttons are more likely to be clicked?
  • Which text is most viewed?
  • Are there any images that are being mistaken for links?

You can see the psychology of visitors on your website. For example, you might discover unexpected areas or contents that are popular but are poorly placed on your website.

LPO – A/B Test tool


DLPO and Optimizely are popular examples of A/B test tools in Japan. Not only does it implement simple A/B tests, but it also makes it possible to conduct multiple A/B tests at the same time. It can isolate a variety of key factors in order to maximize effectiveness such as key words, time, day of week, and area.

The advantages of using such tools are, you can get quick results from multiple A/B tests so the cycle of  improvements on your website will be accelerated. You should consider the cost-benefits of using these tools in order to enhance the worth of your website.

Conclusion: Don’t spend too much time perfecting your data analyses. Just keep making improvements as you go.

Spending a lot of time analyzing data may give you satisfaction but the purpose of the analysis is to achieve business goals. Focus your data analysis efforts with specific business goals in mind instead of trying to analyze mountains of data that are not relevant.

You may think the things we’ve shown you in our case study are common sense and yet there are still so many companies not doing it.  This is a great opportunity to improve your website using web analytics tools. I am sure this will yield big results for your business in the future.

–> back to the first part “Identifying the Problem

Author of the original article:

和田 純一

Junichi Wada

Opt Corporation
Integrated Digital Marketing Division
Creative Strategy Department
Specialist / web consultant

WACA web analytics master

For over 10 years, he has been working for web agencies to develop corporate websites and is also involved in production development and promotion as a producer/director.
He joined Opt corporation in 2011 and is in charge of project management for developing websites for large enterprises. He has recently been engaged in web marketing strategies and PDCA consultation for his many clients.