eMetrics Stockholm 2009

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eMetrics Stockholm 2009

  1. 2. eMetrics October 12 2009
  2. 3. www.markred.se  excellentanalytics.com  twitter.com/analyticsplugin  twitter.com/markred Who Is Mark Red?
  3. 4. Who is Lars Johansson? www.WebAnalysts.Info
  4. 5. What Is a Landing Page? <ul><ul><li>First page upon website entry (from link, ad, etc.) </li></ul></ul><ul><ul><li>Page part of main website </li></ul></ul><ul><ul><li>Separate campaign page </li></ul></ul>
  5. 6. Why On-Site Optimization Matters Doubling the conversion rate will have the same effect as doubling the ad spend.
  6. 7. What Is Continuous Improvement? <ul><ul><li>Always evolve and evaluate changes to the website </li></ul></ul><ul><ul><li>Always strive to increase revenue , decrease costs , and improve customer satisfaction . You can also have an impact on brand perception . </li></ul></ul><ul><ul><li>Use web analytics, web surveys, usability testing, and heuristic evaluations to discover flaws and prioritize testing </li></ul></ul><ul><ul><li>Describe the hypothesis </li></ul></ul><ul><ul><li>Test variations on a limited share of visitors </li></ul></ul>
  7. 8. (cont.) <ul><ul><li>Show variations during the same circumstances </li></ul></ul><ul><ul><li>Only one version per visitor/browser </li></ul></ul><ul><ul><li>Analyze results once sufficient data has been collected </li></ul></ul><ul><ul><li>Keep/implement the winner </li></ul></ul><ul><ul><li>Start a new round of testing – you can always improve! </li></ul></ul>
  8. 9. Why Continuous Improvement? Turquoise = improvement per change Purple = accumulated improvement
  9. 10. Types of Testing
  10. 11. How Many Things to Test at Once <ul><li>The time it will take to complete a test is determined by: </li></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>% of traffic included in test </li></ul></ul><ul><ul><li># of combinations to test </li></ul></ul><ul><ul><li>Conversion rate </li></ul></ul><ul><ul><li>Size of improvement </li></ul></ul>
  11. 12. How Many Things to Test at Once
  12. 13. Two Types of Multivariate Tests <ul><ul><li>Full factorial – every possible combination is tested (slow – thorough) </li></ul></ul><ul><ul><li>Fractional factorial – fewer factors are tested (fast – you may miss something, but likely it'll be unimportant correlations) </li></ul></ul>
  13. 14. Finding What to Test <ul><ul><li>Web analytics (bounce rate, a page’s contribution to revenue, cost, etc.) </li></ul></ul><ul><ul><li>Usability </li></ul></ul><ul><ul><li>Eye-tracking </li></ul></ul><ul><ul><li>Surveys/feedback </li></ul></ul><ul><ul><li>Demand (external/on-site search trend analysis) </li></ul></ul><ul><ul><li>Heat maps </li></ul></ul><ul><ul><li>Customer support input </li></ul></ul>
  14. 15. Landing Page Evaluation
  15. 16. Checkpoints <ul><li>Area - Question – Idea </li></ul><ul><ul><li>Relevant -- have I come to the right place? (echo keywords from the sponsored link or copy/design from the banner) </li></ul></ul><ul><ul><li>Personal -- is the page speaking to me? (use the four temperaments) </li></ul></ul><ul><ul><li>Descriptive -- what is it that I'm getting? (list features) </li></ul></ul><ul><ul><li>Beneficial -- what's in it for me? (list benefits) </li></ul></ul><ul><ul><li>Credible -- can I trust this website? (add company facts, provide contact information, and display reviews) </li></ul></ul><ul><ul><li>Intuitive -- how do I proceed? (check how you can help the visitor easily carry out the desired action, check call to action) </li></ul></ul><ul><ul><li>Focused -- are there any hurdles/distractions on my journey? (remove distractions such as unnecessary links) </li></ul></ul><ul><ul><li>Time-critical -- do I have to buy now or can I wait? (add a sense of urgency -- limit the time a deal is valid) </li></ul></ul>
  16. 17. Landing page for paid search term “buy playstation 3” Relevant: No, I seem to get to a landing page for video games, not for gaming consoles. And the games listed aren’t even for Playstation 3! Personal: I am humanistic according to the four temperaments. I see no reviews or testimonials. Irrelevant for spontaneous, competitive and methodical too. Descriptive: No list of features. Well, duh! The page is irrelevant. Beneficial: Irrelevant page. Credible: Can’t see anything about how secure payments are, reviews etc. More crucial for small brands, but still. Intuitive: No. I resorted to on-site search + scrolling 5 rows. Focused: No. Plenty of links and content to distract me. Time-critical : No sense of urgency.
  17. 18. The page they should be using for paid search term “buy playstation 3” Relevant: The heading mentions the Playstation 3. Personal: No information to make competitive feel they’re making the best deal possible, not enough details for methodical, review area for humanistic (but no reviews), no quick checkout for spontaneous. Descriptive: Pretty descriptive. Possibility to view enlarged image. Problem is that there is a text saying “not exactly as shown.” Beneficial: The benefits are hidden – no benefits described in copy. Credible: Can’t see anything about how secure payments are. Intuitive: Not too bad, the button for adding to cart is above the fold even on a laptop. Focused: More focused than the other page, but still showing information/links that are not necessary to buy a PS3. Time-critical : It just says “current price”. No idea if it’s higher or lower than usual, or when it will change. Doesn’t feel urgent.
  18. 19. Hypothesis Development <ul><li>Examples: </li></ul><ul><ul><li>Benefits are not communicated > Describing what’s in it for the buyer will increase conversions </li></ul></ul><ul><ul><li>Doesn’t speak to the four temperaments > Writing copy around the four temperaments will increase conversions </li></ul></ul>
  19. 20. Questions? Lars Johansson +46 70 244 89 99 [email_address] www.linkedin.com/in/larshjohansson

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