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Debbie Cohen Abravanel Do Your Visitors Do What You Want Them To Do

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Web Marketing: Converting Traffic to Sales …

Web Marketing: Converting Traffic to Sales
Tuesday, July 22, 2008

Published in: Technology, Design

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  • 1. Do your visitors do what you want them to do? Debbie Cohen-Abravanel Web Research & Production Director [email_address]
  • 2. 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?
  • 3. Don’t go to sleep yet….
    • Now you start the interesting part…
  • 4. 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
  • 5. 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)
  • 6. Sample of statistics tool with overlay
  • 7. Possibility to dig deeper and see conversions
  • 8. 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
  • 9. Setting up an experiment in Google Website Optimizer
  • 10. 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
  • 11. Pure landing page – no website navigation
  • 12. Landing page with website navigation
  • 13. Results of landing page within website navigation compared to no navigation Without navigation With navigation
  • 14. New look & feel, plus one call-for-action
    • Top of page
      • Note no checkboxes so no choices
  • 15. Bottom of page
    • Bottom of page
      • Note repeated call-for-action message on the submit button
  • 16. Results for landing page with new design No navigation with blue header New “cleaner” design
  • 17. Significant results to help you make decisions Testing a word “download” versus “request” Testing a image button versus a link (download) (text link)
  • 18. A note about multivariate testing
    • Don’t try too many combinations as the results can become confusing – two maximum
  • 19. 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
  • 20. 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
  • 21. Testing email responses
    • Testing 2 versions of a mailer:
  • 22. Results
    • Bulleted version : 36 responses
    • Non-bulleted version : 2 responses
    Sending bulleted version to remainder of list resulted in a nearly 10% conversion rate!
  • 23. 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
  • 24. The ideas for testing are endless
    • So have fun!