Nếu ít người hơn bị mất trên rằng mức độ kênh, sau đó thay đổi của bạn đã được tích cực và bạn nên giữ chúng. Nếu có nhiều người bị mất, sau đó bạn có thể xem xét lại những thay đổi hoặc làm cho những người thân khác nhau. 6. Rửa sạch và lặp lại. Lặp lại trình tự các bước cho đến khi bạn không có thể cải thiện trang web của bạn nữa (là thậm chí có thể không?), | 168 DESIGNING FOR THE SOCIAL WEB If fewer people are lost on that level of the funnel then your changes were positive and you should keep them. If more people are lost then you might consider rolling back the changes or making different ones. 6. Rinse and repeat. Repeat this sequence of steps until you can t improve your site any more is that even possible or until the effort of making changes doesn t warrant the tiny improvements you re seeing. In general however there are always ways to improve some part of your application. A Scientific Method Astute readers will notice that this set of steps loosely follows the scientific method. This is no accident. Like most things in life the best designs do not spring from the head of their creator fully formed. They are the result of an intense process of trial-and-error thoughtful evaluation and endless tweaking. Successful designs rarely look like the idea they started out as in the Audience Size vs. Length of Test The time it takes to figure out how well a design change worked depends on the sample size of interactions. If your site is big and thousands of people are using it every day then you can see the results of design changes faster. If your site is smaller with fewer interactions then you ll need to run tests longer to be able to compare against your baseline. Huge sites like Amazon and Google which have millions of visitors per day have a distinct advantage here. They can run tests for very short periods of time and see clear results. Getting Finer-Grained Let s imagine for a moment that that funnel analysis told us to take a closer look at the Trial Sign-Up level. Unfortunately sign-ups are often a multi-step process involving several screens of our site as well as a CHAPTER 8 THE FUNNEL ANALYSIS 169 confirmation email. If our data were pointing to a really leaky sign-up process how would we know what to fix The answer is a to apply funnel analysis to a specific series of steps. Take the level that interests .
