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Do your visitors do what you want them to do?
Debbie Cohen-AbravanelWeb Research & Production Director
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You did it all
• Amazing website• SEO• Paid search• Links in relevant directories and websites• Blogs• Forums• RSS feeds• Press releases
Can you relax now?
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Don’t go to sleep yet….
Now you start the interesting part…
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Ideas of what you can test
• Paid search ads• Whole web pages versus new styles (A/B testing)• Whole landing pages versus new styles (A/B testing)• Items on page – images, buttons, text, link (Multivariate
testing)• Emails – response and conversion rate
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The essentials
• Good statistics tool, preferably with overlay• Good tracking system so you can see what is converting
into leads and/or sales• A/B and/or multivariate testing tool (Google Website
Optimizer)
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Sample of statistics tool with overlay
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Possibility to dig deeper and see conversions
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A/B or multivariate testing
• Decide on the page you want to test• Decide on a conversion page• Set up experiment in Google and add Google JavaScript
code to:– old page– new page(s)– conversion page
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Setting up an experiment in Google Website Optimizer
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Google Website Optimizer continued….
• Either you of your Webmaster/IT department uploads the code that is supplied
• Google checks to see that the correct code is in place• Once confirmed you can start the experiment
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Pure landing page – no website navigation
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Landing page with website navigation
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Results of landing page within website navigation compared to no navigation
Without navigation
With navigation
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New look & feel, plus one call-for-action
• Top of page– Note no checkboxes so no choices
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Bottom of page
• Bottom of page– Note repeated call-for-action message on the submit button
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Results for landing page with new design
No navigation with blue header
New “cleaner” design
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Significant results to help you make decisions
Testing a word “download” versus “request”
Testing a image button versus a link
(download)
(text link)
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A note about multivariate testing
• Don’t try too many combinations as the results can become confusing – two maximum
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Ideas for testing your web pages
• Form position• 1 column versus 2 or more columns• Different images• More text less images• Different text• More images less text• Two step registration – collect minimal information on
first page and request more, none mandatory information on the second
• Different submit buttons with various messages
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You should also be testing your mailers
• Remember that most emails are viewed in the preview screen so only a glimpse of the email is seen
• Don’t use large images as this is all the user will see• Remember to Alt tag all image • Test the subject lines• Keep emails short and simple• Use bullets• Send tests to small group and then send the best email
to the remainder of the group
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Testing email responses
• Testing 2 versions of a mailer:
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Results
• Bulleted version : 36 responses• Non-bulleted version : 2 responses
Sending bulleted version to remainder of list resulted in a nearly 10% conversion rate!
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Last but not least – Don’t forget the thank you page
• Remember there is a lot of power in the thank you page:– Add links to sign up for a newsletter– Links to RSS feed– Links to other relevant information on your website
– Keep the visitor interested for as long as possible and find ways to keep in touch with your visitors without too much effort
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The ideas for testing are endless
So have fun!