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Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
Pubcon 2010 Multivariate Testing and Conversion Tweaking
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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.

Published in: Business
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  • 1. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 TIPS FOR TWEAKING AND INCREASING CONVERSION PUBCON LAS VEGAS NOVEMBER 11, 2010 MULTIVARIATE TESTING & CONVERSION TWEAKING
  • 2. #PUBCON 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
  • 3. #PUBCON 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
  • 4. #PUBCON 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
  • 5. #PUBCON 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
  • 6. #PUBCON CASE STUDY: ALLEGIANCE
  • 7. #PUBCON 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 { $chosen=“n” } ?>
  • 8. #PUBCON BE SURE TO COOKIE THEM TOO! • You can use the cookie throughout the site in multiple ways: – Customize other content throughout the site – Pre-fill forms • Consider a “global” cookies include.
  • 9. #PUBCON ADJUSTING CONTENT BASED ON ORGANIC KEYWORD • Tip: You need a way to track this page version vs. others in Google Analytics. Consider changing title tag based on keyword. <?php If ($chosen==“y”) { echo “<title>Allegiance: Whistleblowing Software</title>”; } else { echo “<title>Allegiance Software</title>”; }
  • 10. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 USING GOOGLE WEBSITE OPTIMIZER
  • 11. #PUBCON THINGS TO TEST • Form on every page • Button colors • Page layout • Titles • Copy • Images • Video
  • 12. #PUBCON CASE STUDY: WEBSURVEYOR
  • 13. @SEARCHMOJO SEARCH-MOJO.COM 800.939.5938 SEGMENTATION
  • 14. #PUBCON CONVERSION PATHS Landing Page Initial Landing Page Option 1 Option1a Option1b Option 2 Option 2a
  • 15. #PUBCON 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
  • 16. #PUBCON EXAMPLE: RAXCO SOFTWARE
  • 17. #PUBCON EXAMPLE: RAXCO SOFTWARE
  • 18. #PUBCON EXAMPLE: RAXCO SOFTWARE
  • 19. #PUBCON 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

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