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Archive for the ‘Web Site Optimization’ Category
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.
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)
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.