eMetricsOctober 12
2009
www.markred.se excellentanalytics.com
twitter.com/analyticsplugin twitter.com/markred
Who Is Mark Red?
Who is Lars Johansson?
www.WebAnalysts.Info
What Is a Landing Page?
• First page upon website entry (from link, ad, etc.)• Page part of main website• Separate campaign page
Why On-Site Optimization Matters
Doubling the conversion rate will have the same effect as doubling the ad spend.
What Is Continuous Improvement?
• Always evolve and evaluate changes to the website• Always strive to increase revenue, decrease costs, and
improve customer satisfaction. You can also have an impact on brand perception.
• Use web analytics, web surveys, usability testing, and heuristic evaluations to discover flaws and prioritize testing
• Describe the hypothesis • Test variations on a limited share of visitors
(cont.)• Show variations during the same circumstances• Only one version per visitor/browser• Analyze results once sufficient data has been collected• Keep/implement the winner• Start a new round of testing – you can always improve!
Why Continuous Improvement?Turquoise = improvement per changePurple = accumulated improvement
Types of Testing
How Many Things to Test at Once
The time it will take to complete a test is determined by:• Traffic• % of traffic included in test• # of combinations to test• Conversion rate• Size of improvement
How Many Things to Test at Once
Two Types of Multivariate Tests
• Full factorial – every possible combination is tested (slow – thorough)
• Fractional factorial – fewer factors are tested (fast – you may miss something, but likely it'll be unimportant correlations)
Finding What to Test• Web analytics (bounce rate, a page’s contribution to
revenue, cost, etc.)• Usability• Eye-tracking• Surveys/feedback• Demand (external/on-site search trend analysis)• Heat maps• Customer support input
Landing PageEvaluation
CheckpointsArea - Question – Idea• Relevant -- have I come to the right place? (echo keywords from the sponsored
link or copy/design from the banner)• Personal -- is the page speaking to me? (use the four temperaments)• Descriptive -- what is it that I'm getting? (list features)• Beneficial -- what's in it for me? (list benefits)• Credible -- can I trust this website? (add company facts, provide contact
information, and display reviews)• Intuitive -- how do I proceed? (check how you can help the visitor easily carry
out the desired action, check call to action)• Focused -- are there any hurdles/distractions on my journey? (remove
distractions such as unnecessary links)• Time-critical -- do I have to buy now or can I wait? (add a sense of
urgency -- limit the time a deal is valid)
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.
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, orwhen it will change. Doesn’t feel urgent.
Hypothesis Development
Examples:• Benefits are not communicated > Describing what’s in it for
the buyer will increase conversions• Doesn’t speak to the four temperaments > Writing copy
around the four temperaments will increase conversions
Questions?Lars Johansson+46 70 244 89 [email protected]/in/larshjohansson
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