do your visitors do what you want them to do

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Do your visitors do what you want them to do?

Debbie Cohen-AbravanelWeb Research & Production Director

DebbieC@Aladdin.com

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You did it all

• Amazing website• SEO• Paid search• Links in relevant directories and websites• Blogs• Forums• RSS feeds• Press releases

Can you relax now?

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Don’t go to sleep yet….

Now you start the interesting part…

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Ideas of what you can test

• Paid search ads• Whole web pages versus new styles (A/B testing)• Whole landing pages versus new styles (A/B testing)• Items on page – images, buttons, text, link (Multivariate

testing)• Emails – response and conversion rate

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The essentials

• Good statistics tool, preferably with overlay• Good tracking system so you can see what is converting

into leads and/or sales• A/B and/or multivariate testing tool (Google Website

Optimizer)

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Sample of statistics tool with overlay

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Possibility to dig deeper and see conversions

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A/B or multivariate testing

• Decide on the page you want to test• Decide on a conversion page• Set up experiment in Google and add Google JavaScript

code to:– old page– new page(s)– conversion page

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Setting up an experiment in Google Website Optimizer

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Google Website Optimizer continued….

• Either you of your Webmaster/IT department uploads the code that is supplied

• Google checks to see that the correct code is in place• Once confirmed you can start the experiment

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Pure landing page – no website navigation

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Landing page with website navigation

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Results of landing page within website navigation compared to no navigation

Without navigation

With navigation

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New look & feel, plus one call-for-action

• Top of page– Note no checkboxes so no choices

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Bottom of page

• Bottom of page– Note repeated call-for-action message on the submit button

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Results for landing page with new design

No navigation with blue header

New “cleaner” design

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Significant results to help you make decisions

Testing a word “download” versus “request”

Testing a image button versus a link

(download)

(text link)

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A note about multivariate testing

• Don’t try too many combinations as the results can become confusing – two maximum

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Ideas for testing your web pages

• Form position• 1 column versus 2 or more columns• Different images• More text less images• Different text• More images less text• Two step registration – collect minimal information on

first page and request more, none mandatory information on the second

• Different submit buttons with various messages

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You should also be testing your mailers

• Remember that most emails are viewed in the preview screen so only a glimpse of the email is seen

• Don’t use large images as this is all the user will see• Remember to Alt tag all image • Test the subject lines• Keep emails short and simple• Use bullets• Send tests to small group and then send the best email

to the remainder of the group

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Testing email responses

• Testing 2 versions of a mailer:

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Results

• Bulleted version : 36 responses• Non-bulleted version : 2 responses

Sending bulleted version to remainder of list resulted in a nearly 10% conversion rate!

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Last but not least – Don’t forget the thank you page

• Remember there is a lot of power in the thank you page:– Add links to sign up for a newsletter– Links to RSS feed– Links to other relevant information on your website

– Keep the visitor interested for as long as possible and find ways to keep in touch with your visitors without too much effort

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The ideas for testing are endless

So have fun!