Pulling Levers Blog
Don’t Second Guess Results – Advantages to Null Testing in Google Website Optimizer
Posted by Jennifer Davis on June 14, 2010 within Conversion Optimization, Web Site Optimization. | No Comments
If you have ever run a Google Website Optimizer test, you have probably heard a similar question at the end of the test, when a winner is declared:
“How do I know it was really the winner and not just chance that visitors converted from that page?”
And there is probably a hundred “excuses” someone can give as to why the winning page isn’t really the winner. Here are a few:
- Obviously more qualified traffic went to the winning page than the other pages.
- Conversions happened on every page, it is just chance that more converted on the one page.
- There should always be a difference in conversion rate no matter what page is presented; it depends on the visitor not the page.
There is probably some truth to all of these statements, but unless you interview every visitor to each page, you cannot prove or disprove any of these statements. But one helpful test can help you take at least some of the guess work: Null testing. In other words, test “nothing”.
Prior to the “real” test, make an exact duplicate of the landing page in an A/B test or the variations in a multivariate test and set up a test with the duplicate running against the original. With all variables being the same, any difference in conversion rate between the pages should be considered the average difference. Apply this difference to the results of the “real” test.
If the difference in conversion rate in null testing is 2.5%, we would anticipate seeing that at least that same amount of difference in conversion rate in an actual test and would not be considered conclusive. Any increase above 2.5% should be considered a true increase in conversion.
By taking into consideration natural differences based on traffic and visitor engagement, we can take some of the “chance” thinking in the test results.
10 Quick Tips for Running a Website Optimization Test
Posted by Shay Howe on January 21, 2010 within Web Site Optimization. | 1 Comment
Running website optimization tests can be a very rewarding process. You are able to see firsthand the fruits of your labor. You may be surprised how the smallest of changes can have such large impacts in the overall outcome of a website. Many times, once you get started testing different elements of a website it is hard to stop. You will keep looking for things to test and ways to improve your website. This is great but it is also important to make sure that every test you conduct is worth your time and effort; not simply testing for the sake of testing.
Agencies Should Contact Yahoo about Yahoo Search Marketing Terms and Conditions Change
Posted by Chris Gilmartin on January 8, 2009 within Yahoo (YSM). | No Comments
Yahoo has recently changed their terms and conditions that has the search marketing world in a bit of a tizzy . The paragraph in the Yahoo Search Marketing’s new Terms and Conditions that is causing the fuss:
Sponsored Search 3. OPTIMIZATION. In the U.S. only, for those advertisers not bound by an Insertion Order, we may help you optimize your account(s). Accordingly, you expressly agree that we may also: (i) create ads, (ii) add and/or remove keywords, and/or (iii) optimize your account(s). We will notify you via email of such changes made to your account(s), and can also include a spreadsheet of such changes upon your written request. If you would like any of such changes reversed, please reply to such email within 14 days of the change(s), and we will make commercially reasonable efforts to reverse the change(s) you specifically identify. Notwithstanding the foregoing, you remain responsible for all changes made to your account(s), including all click charges incurred prior to any reversions being made. It is your responsibility to monitor your account(s) and to ensure that your account settings are consistent with your business objectives.
Stop the Roadblock: Corporate Linking Policies
Posted by Jamie Watanabe on July 25, 2008 within Search Engine Marketing. | No Comments
One of the basics of Search Engine Optimization is builidng links to your web site. The more reputable links seen by the search engines can correlate to a higher ranking. Yes, there are things to consider when evaluating a link exchange request; relevancy, the reputation of the other web site, etc. But, when your customers, users, or re-sellers want to simply place a link to your web site from their own web site, and they are not asking for a recipricol link, why are so many major corporations still requiring “permission” to do so?
Walk the Line: Building Stickiness Mixed with a Subtle Sales Pitch
Posted by Chris Cook on July 10, 2008 within Search Engine Marketing, Social Marketing, Web Site Optimization. | No Comments
Stickiness is anything about a web site that encourages a user to visit often and stay longer. Stickiness examples are:
- Content that is updated frequently and provides ongoing assistance or relevancy to the user (e.g. tips, blog entries)
- User ability to personalize the site to suite their needs (e.g. iGoogle, My Yahoo)
- Online communities/forums
- User feedback (e.g. product reviews, ratings, surveys)
July 4th Weekend Clearance Sales, Is Your Paid Search Up-to-Date?
Posted by James McGinn on July 3, 2008 within Search Engine Marketing. | No Comments
Isn’t it amazing that we are already at the July 4th holiday? Where does the time go? Probably spent getting ready for your July 4th holiday weekend clearance sale, right? In your preparation, did you update your paid search campaign to target “sale” keywords, or write new ad text highlighting your sale?
It is a common mistake among online retailers. You placed a huge message advertising the sale on your home page, key landing pages and your order confirmation page. You sent out a special sale message to your email marketing campaign list. However, you forget to update your paid search to let the rest of the online world know you are having a sale.
The Mechanics of Web Content
Posted by Shay Howe on June 26, 2008 within Web Design, Web Site Optimization. | No Comments
Research shows that reading on screen is tiring on the eyes. In addition, reading online is 25% slower than reading print. In other words, users don’t “read” web pages, they scan.
“Eyetracking visualizations show that users often read web pages in an F-shaped pattern: two horizontal stripes followed by a vertical stripe. F for fast. That’s how users read your content. In a few seconds, their eyes move at amazing speeds across your website’s words in a pattern that’s very different from what you learned in school.” (Nielsen, par. 1-2)
Don’t Under Estimate Content on eCommerce Web Sites
Posted by Shay Howe on June 18, 2008 within Web Design, Web Site Optimization. | 1 Comment
Your web site was created to sell products. Your call to action, navigation and easy checkout system are important, but don’t under estimate the power of well-written, compelling content. When customers go online, 4 of 5 of their senses go offline. Customer can’t touch, smell, taste or hear your product. They can only rely on the image(s) and the product description.
Amazon.com is down! Search marketing campaigns still up :( June 6, 2008 1:00pm CST
Posted by Danyl Herron on June 6, 2008 within Search Engine Marketing. | 1 Comment
About 1pm CST I was looking to shop the World’s Largest Store…and found Amazon.com down. Still down at 1:13pm.
Broken Landing Pages Cost You Money with Adwords
Posted by Joe Brodecki on April 11, 2008 within Google Adwords, Search Engine Marketing. | No Comments
When you first launch a campaign in Adwords, there is a process (automated) whereby Google checks to make sure the destination URL of each ad/keyword is a functioning page (i.e. no 404 or download). Once this occurs, the ads run and you start raking in the cash.
What we have found is that if that page eventually breaks (and they do, many times when adding additional tracking parameters), Google will not necessarily be aware that the ad is going to a non-functioning page. So, your campaign may be driving costly clicks to pages that don’t exist or call your 404 page (another reason to customize that 404). This can be a major issue with online retailers who have thousands of products and are leveraging product pages as landing pages. A product is no longer listed or pulled due to lack of inventory and, without the proper notification to marketing, clicks come…budget spent…un-smiley faces.