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Do Your Visitors Do What You Want Them To Do, Debbie Cohen Abravanel, Aladdin


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Do Your Visitors Do What You Want Them To Do, Debbie Cohen Abravanel, Aladdin
Forum MIT Israel-Web Marketing: Converting Traffic to Sales

Published in: Business
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Do Your Visitors Do What You Want Them To Do, Debbie Cohen Abravanel, Aladdin

  1. 1. Do your visitors do what you want them to do? Debbie Cohen-Abravanel Web Research & Production Director [email_address]
  2. 2. You did it all <ul><li>Amazing website </li></ul><ul><li>SEO </li></ul><ul><li>Paid search </li></ul><ul><li>Links in relevant directories and websites </li></ul><ul><li>Blogs </li></ul><ul><li>Forums </li></ul><ul><li>RSS feeds </li></ul><ul><li>Press releases </li></ul>Can you relax now?
  3. 3. Don’t go to sleep yet…. <ul><li>Now you start the interesting part… </li></ul>
  4. 4. Ideas of what you can test <ul><li>Paid search ads </li></ul><ul><li>Whole web pages versus new styles (A/B testing) </li></ul><ul><li>Whole landing pages versus new styles (A/B testing) </li></ul><ul><li>Items on page – images, buttons, text, link (Multivariate testing) </li></ul><ul><li>Emails – response and conversion rate </li></ul>
  5. 5. The essentials <ul><li>Good statistics tool, preferably with overlay </li></ul><ul><li>Good tracking system so you can see what is converting into leads and/or sales </li></ul><ul><li>A/B and/or multivariate testing tool (Google Website Optimizer) </li></ul>
  6. 6. Sample of statistics tool with overlay
  7. 7. Possibility to dig deeper and see conversions
  8. 8. A/B or multivariate testing <ul><li>Decide on the page you want to test </li></ul><ul><li>Decide on a conversion page </li></ul><ul><li>Set up experiment in Google and add Google JavaScript code to: </li></ul><ul><ul><li>old page </li></ul></ul><ul><ul><li>new page(s) </li></ul></ul><ul><ul><li>conversion page </li></ul></ul>
  9. 9. Setting up an experiment in Google Website Optimizer
  10. 10. Google Website Optimizer continued…. <ul><li>Either you of your Webmaster/IT department uploads the code that is supplied </li></ul><ul><li>Google checks to see that the correct code is in place </li></ul><ul><li>Once confirmed you can start the experiment </li></ul>
  11. 11. Pure landing page – no website navigation
  12. 12. Landing page with website navigation
  13. 13. Results of landing page within website navigation compared to no navigation Without navigation With navigation
  14. 14. New look & feel, plus one call-for-action <ul><li>Top of page </li></ul><ul><ul><li>Note no checkboxes so no choices </li></ul></ul>
  15. 15. Bottom of page <ul><li>Bottom of page </li></ul><ul><ul><li>Note repeated call-for-action message on the submit button </li></ul></ul>
  16. 16. Results for landing page with new design No navigation with blue header New “cleaner” design
  17. 17. Significant results to help you make decisions Testing a word “download” versus “request” Testing a image button versus a link (download) (text link)
  18. 18. A note about multivariate testing <ul><li>Don’t try too many combinations as the results can become confusing – two maximum </li></ul>
  19. 19. Ideas for testing your web pages <ul><li>Form position </li></ul><ul><li>1 column versus 2 or more columns </li></ul><ul><li>Different images </li></ul><ul><li>More text less images </li></ul><ul><li>Different text </li></ul><ul><li>More images less text </li></ul><ul><li>Two step registration – collect minimal information on first page and request more, none mandatory information on the second </li></ul><ul><li>Different submit buttons with various messages </li></ul>
  20. 20. You should also be testing your mailers <ul><li>Remember that most emails are viewed in the preview screen so only a glimpse of the email is seen </li></ul><ul><li>Don’t use large images as this is all the user will see </li></ul><ul><li>Remember to Alt tag all image </li></ul><ul><li>Test the subject lines </li></ul><ul><li>Keep emails short and simple </li></ul><ul><li>Use bullets </li></ul><ul><li>Send tests to small group and then send the best email to the remainder of the group </li></ul>
  21. 21. Testing email responses <ul><li>Testing 2 versions of a mailer: </li></ul>
  22. 22. Results <ul><li>Bulleted version : 36 responses </li></ul><ul><li>Non-bulleted version : 2 responses </li></ul>Sending bulleted version to remainder of list resulted in a nearly 10% conversion rate!
  23. 23. Last but not least – Don’t forget the thank you page <ul><li>Remember there is a lot of power in the thank you page: </li></ul><ul><ul><li>Add links to sign up for a newsletter </li></ul></ul><ul><ul><li>Links to RSS feed </li></ul></ul><ul><ul><li>Links to other relevant information on your website </li></ul></ul><ul><ul><li>Keep the visitor interested for as long as possible and find ways to keep in touch with your visitors without too much effort </li></ul></ul>
  24. 24. The ideas for testing are endless <ul><li>So have fun! </li></ul>