This document discusses continuous testing and optimization of websites. It emphasizes that small improvements can have large cumulative impacts over time. It recommends starting with a hypothesis about what to test, then testing variations on a small percentage of visitors to analyze results. The document provides examples of things to test like benefits language, descriptions of features, and tailoring copy to different personality types. It also reviews the checkpoints for evaluating landing pages and provides an example analysis.

2. eMetrics October 12 2009

3. www.markred.se excellentanalytics.com twitter.com/analyticsplugin twitter.com/markred Who Is Mark Red?

4. Who is Lars Johansson? www.WebAnalysts.Info

6. Why On-Site Optimization Matters Doubling the conversion rate will have the same effect as doubling the ad spend.

9. Why Continuous Improvement? Turquoise = improvement per change Purple = accumulated improvement

10. Types of Testing

12. How Many Things to Test at Once

15. Landing Page Evaluation

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.

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.

20. Questions? Lars Johansson +46 70 244 89 99 [email_address] www.linkedin.com/in/larshjohansson