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Pubcon 2010 Multivariate Testing and Conversion Tweaking

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Janet Driscoll Miller gave this presentation at Pubcon Las Vegas 2010, featuring methods to improve conversions.

Janet Driscoll Miller gave this presentation at Pubcon Las Vegas 2010, featuring methods to improve conversions.

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Pubcon 2010 Multivariate Testing and Conversion Tweaking Pubcon 2010 Multivariate Testing and Conversion Tweaking Presentation Transcript

  • MULTIVARIATE TESTING &CONVERSION TWEAKING
    TIPS FOR TWEAKING AND INCREASING CONVERSION
    PUBCON LAS VEGAS
    NOVEMBER 11, 2010
  • Identify problem areas
    Use Google Analytics to find “leaks” in the funnel
    Look for high bounce rate
    If you’re an ecommerce site, be sure to set up ecommerce capabilities
  • One common culprit: the home page
    Home pages are the most trafficked page on the site
    Often the page that ranks most in search engines
    Often the page with the highest bounce rate
    Too many choices on a home page
  • How to address home page bounce rate
    Look at the keywords that drive traffic to the home page
    See what content appears on the home page that mirrors those words
    Adjust content to reflect those terms
  • Case study: allegiance
    Sold four types of products
    25% of traffic to the home page came from keywords for a “whistleblower” product
    No content on the home page reflecting the “whistleblower” product
  • Case study: allegiance
  • Detecting the organic keyword
    <?php
    //detect referer
    $referer=$_SERVER['HTTP_REFERER'];
    //get the query
    $query= $_GET[“q”];
    //reformat the query
    $query=str_replace(“+”, “ “, $query);
    //determine if query is one of our chosen keywords
    If (strrpos($query, “whistle”)>0) {
    $chosen=“y”;
    } else {
    $chosen=“n”
    }
    ?>
  • Be sure to cookie them too!
    You can use the cookie throughout the site in multiple ways:
    Customize other content throughout the site
    Pre-fill forms
    Consider a “global” cookies include.
  • Adjusting content based on organic keyword
    Tip: You need a way to track this page version vs. others in Google Analytics. Consider changing title tag based on keyword.
    <?php
    If ($chosen==“y”) {
    echo “<title>Allegiance: WhistleblowingSoftware</title>”;
    } else {
    echo “<title>Allegiance Software</title>”;
    }
  • Using google website optimizer
  • Things to test
    Form on every page
    Button colors
    Page layout
    Titles
    Copy
    Images
    Video
  • Case study: websurveyor
  • segmentation
  • Conversion Paths
  • Why Conversion Paths?
    Segmentation
    Provide specific offers to specific types of visitors
    Qualification
    Ensure that the leads you are getting are more qualified
    Gain Partial Data Over Time
    Learn from visitors as they progress through a conversion path
    Improved Conversion Rates
  • Example: raxco Software
  • Example: raxco Software
  • Example: raxco Software
  • Contact
    Janet Driscoll Miller
    jmiller@search-mojo.com
    800-939-5938 x101
    LinkedIn: www.linkedin.com/in/janetdriscollmiller
    Twitter: @janetdmiller
    Facebook: www.facebook.com/SearchMojo
    www.search-mojo.com/presentations/PubconVegas2010-2.pptx