Do Your Visitors Do What You Want Them To Do

  • Published on

  • View

  • Download

Embed Size (px)


You worked so hard getting your visitor to your web page or landing page, but is it obvious that they are in the right place, or do they glance for a second and click the back button? Your competitor is only a click away.


<ul><li>1.Do your visitors do what you wantthem to do? Debbie Cohen-Abravanel Web Research &amp; Production Director [email_address]</li></ul> <p>2. You did it all </p> <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> <p>Can you relax now? 3. Dont go to sleep yet. </p> <ul><li>Now you start the interesting part </li></ul> <p>4. Ideas of what you can test </p> <ul><li>Paid search ads </li></ul> <ul><li>Wholeweb pagesversus new styles (A/Btesting) </li></ul> <ul><li>Wholelanding pagesversus 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> <p>5. The essentials </p> <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> <p>6. Sample of statistics tool with overlay 7. Possibility to dig deeper and see conversions 8. A/Bor multivariate testing </p> <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><li><ul><li>old page </li></ul></li></ul> <ul><li><ul><li>new page(s) </li></ul></li></ul> <ul><li><ul><li>conversion page </li></ul></li></ul> <p>9. Setting up an experiment in Google Website Optimizer 10. Google Website Optimizer continued. </p> <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> <p>11. Pure landing page no website navigation 12. Landing page with website navigation 13. Results of landing page within website navigation compared to no navigation Without navigation With navigation 14. New look &amp; feel, plus one call-for-action </p> <ul><li>Top of page </li></ul> <ul><li><ul><li>Note no checkboxes so no choices </li></ul></li></ul> <p>15. Bottom of page</p> <ul><li>Bottom of page </li></ul> <ul><li><ul><li>Note repeated call-for-action message on the submit button </li></ul></li></ul> <p>16. Results for landing page with new design No navigation with blue header New cleaner design 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. A note about multivariate testing </p> <ul><li>Dont try too many combinations as the results can become confusing two maximum</li></ul> <p>19. Ideas for testing your web pages </p> <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> <p>20. You should also be testing your mailers </p> <ul><li>Remember that most emails are viewed in the previewscreen so only a glimpse of the email is seen </li></ul> <ul><li>Dont 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> <p>21. Testing email responses </p> <ul><li>Testing 2 versions of a mailer: </li></ul> <p>22. Results </p> <ul><li>Bulleted version : 36 responses </li></ul> <ul><li>Non-bulleted version : 2 responses </li></ul> <p>Sending bulleted version to remainder of list resulted in a nearly 10% conversion rate! 23. Last but not least Dont forget the thank you page </p> <ul><li>Remember there is a lot of power in the thank you page: </li></ul> <ul><li><ul><li>Add links to sign up for a newsletter </li></ul></li></ul> <ul><li><ul><li>Links to RSS feed </li></ul></li></ul> <ul><li><ul><li>Links to other relevant information on your website </li></ul></li></ul> <ul><li><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></li></ul> <p>24. The ideas for testing are endless </p> <ul><li>So have fun! </li></ul>