Do your visitors do what you want them to do? Debbie Cohen-Abravanel Web Research & Production Director [email_address]

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?

Amazing website

SEO

Paid search

Links in relevant directories and websites

Blogs

Forums

RSS feeds

Press releases

Don’t go to sleep yet…. Now you start the interesting part…

Now you start the interesting part…

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

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

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)

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)

Sample of statistics tool with overlay

Possibility to dig deeper and see conversions

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

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

Setting up an experiment in Google Website Optimizer

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

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

Pure landing page – no website navigation

Landing page with website navigation

Results of landing page within website navigation compared to no navigation Without navigation With navigation

New look & feel, plus one call-for-action Top of page Note no checkboxes so no choices

Top of page

Note no checkboxes so no choices

Bottom of page Bottom of page Note repeated call-for-action message on the submit button

Bottom of page

Note repeated call-for-action message on the submit button

Results for landing page with new design No navigation with blue header New “cleaner” design

Significant results to help you make decisions Testing a word “download” versus “request” Testing a image button versus a link (download) (text link)

A note about multivariate testing Don’t try too many combinations as the results can become confusing – two maximum

Don’t try too many combinations as the results can become confusing – two maximum

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

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

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

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

Testing email responses Testing 2 versions of a mailer:

Testing 2 versions of a mailer:

Results Bulleted version : 36 responses Non-bulleted version : 2 responses Sending bulleted version to remainder of list resulted in a nearly 10% conversion rate!

Bulleted version : 36 responses

Non-bulleted version : 2 responses

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

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

The ideas for testing are endless So have fun!

So have fun!