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UX and SEO Collide - A/B Testing to Influence On-Site Metrics

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This is the presentation I gave at #stateofsearch about how A/B testing can influence on-site SEO metrics.

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UX and SEO Collide - A/B Testing to Influence On-Site Metrics

  1. 1. #State of Search @Chrisdayley Influencing On- Site Metrics UX and SEO Collide!
  2. 2. #stateofsearch @Chrisdayley Who Am I?
  3. 3. 2015 Non-Keyword Ranking Factors
  4. 4. “Not my problem, my designers just suck” Designers #stateofsearch @Chrisdayley
  5. 5. #Searchlove @Chrisdayley Onsite metrics can no longer be considered “SOMEONE ELSE’S PROBLEM”
  6. 6. #stateofsearch @Chrisdayley
  7. 7. #stateofsearch @Chrisdayley 85%15%
  8. 8. #stateofsearch @Chrisdayley
  9. 9. 90-95% of purchase decisions occur in the subconscious mind http://hbs.me/1QleHnI #stateofsearch @Chrisdayley
  10. 10. What to do? #stateofsearch @Chrisdayley
  11. 11. 1 Gain Insights About Your Audience 2 Move the Needle 3 Easy Content Test #stateofsearch @Chrisdayley
  12. 12. Gaining Insights About Your Audience #Searchlove @Chrisdayley
  13. 13. Heatmaps #stateofsearch @Chrisdayley
  14. 14. #stateofsearch @Chrisdayley
  15. 15. Where are people clicking? How far are people scrolling?
  16. 16. #stateofsearch @Chrisdayley
  17. 17. #stateofsearch @Chrisdayley
  18. 18. Bookings +31% #stateofsearch @Chrisdayley
  19. 19. Moving the Needle #Searchlove @Chrisdayley
  20. 20. Big Changes = Big Impact #stateofsearch @Chrisdayley
  21. 21. #stateofsearch @Chrisdayley
  22. 22. Bounce Rates 48% Product Views 410% #stateofsearch @Chrisdayley
  23. 23. Don’t overload users with content #stateofsearch @Chrisdayley
  24. 24. #stateofsearch @Chrisdayley
  25. 25. #stateofsearch @Chrisdayley
  26. 26. Create a test plan - pivot as needed #stateofsearch @Chrisdayley
  27. 27. #stateofsearch @Chrisdayley
  28. 28. #stateofsearch @Chrisdayley
  29. 29. 8.1% Funnel Entrance #stateofsearch @Chrisdayley
  30. 30. #stateofsearch @Chrisdayley
  31. 31. Failed tests are equally as important as successful tests. You just learned what your audience doesn't like. #stateofsearch @Chrisdayley
  32. 32. 8.1% Funnel Entrance 72% #stateofsearch @Chrisdayley
  33. 33. #stateofsearch @Chrisdayley
  34. 34. 12.3% Funnel Entrance #stateofsearch @Chrisdayley
  35. 35. Content Test #Searchlove @Chrisdayley
  36. 36. How much content does the audience want? #stateofsearch @Chrisdayley
  37. 37. Is it different on mobile & desktop? = ? #stateofsearch @Chrisdayley
  38. 38. Tools #stateofsearch @Chrisdayley
  39. 39. 3 Variations: Short (< 500 words) Medium (500-1,000 words) Long (>1,000 words) #stateofsearch @Chrisdayley
  40. 40. 64.9% 1750 Words1055 Words542 Words 76.7%45.5% TOP 1:30 TOP 3:49 TOP 4:47 #stateofsearch @Chrisdayley
  41. 41. 542 Words 1055 Words 1750 Words 76.9% 62.2% 44.4% TOP 3:36 TOP 4:37 TOP 2:01 #stateofsearch @Chrisdayley
  42. 42. Mobile Winner - 542 Words 83.1% Desktop Winner - 1055 Words DONATIONS 28.4% DONATIONS #stateofsearch @Chrisdayley
  43. 43. So What? #stateofsearch @Chrisdayley
  44. 44. disruptiveadvertising. com/guide #stateofsearch @Chrisdayley
  45. 45. #Searchlove @Chrisdayley

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