158-Multivariate Testing and Conversion Tweaking-janet Driscoll Miller (1)

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TIPS FOR TWEAKING AND INCREASING CONVERSION

PUBCON LAS VEGAS

NOVEMBER 11, 2010

MULTIVARIATE TESTING &

CONVERSION TWEAKING



#PUBCON

IDENTIFY PROBLEM AREAS

• Use Google Analytics to find “leaks” inthe funnel

– Look for high bounce rate

– If you’re an ecommerce site, be sure to setup ecommerce capabilities



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ONE COMMON CULPRIT:

THE HOME PAGE

• Home pages are the most trafficked pageon the site

• Often the page that ranks most in search

engines

• Often the page with the highest bouncerate

• Too many choices on a home page



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HOW TO ADDRESS HOME PAGE BOUNCE

RATE

• Look at the keywords that drive traffic tothe home page

• See what content appears on the home

page that mirrors those words

• Adjust content to reflect those terms



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CASE STUDY: ALLEGIANCE

• Sold four types of products

• 25% of traffic to the home page camefrom keywords for a “whistleblower”

product

• No content on the home page reflectingthe “whistleblower” product



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CASE STUDY: ALLEGIANCE



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DETECTING THE ORGANIC KEYWORD

<?php

//detect referer

$referer=$_SERVER['HTTP_REFERER'];

//get the query

$query= $_GET[“q”];

//reformat the query$query= str_replace(“+”, “ “, $query);

//determine if query is one of our chosen keywords

If (strrpos($query, “whistle”)>0) {

$chosen=“y”;

} else {$chosen=“n”

}

?>



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BE SURE TO COOKIE THEM TOO!

• You can use the cookie throughout thesite in multiple ways:

– Customize other content throughout the site

– Pre-fill forms

• Consider a “global” cookies include.



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ADJUSTING CONTENT BASED ON ORGANIC

KEYWORD

• Tip: You need a way to track this page version vs.others in Google Analytics. Consider changing title tagbased on keyword.

<?phpIf ($chosen==“y”) {

echo “<title>Allegiance: WhistleblowingSoftware</title>”;

} else {echo “<title>Allegiance Software</title>”;

}



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SEARCH-MOJO.COM

800.939.5938

USING GOOGLE WEBSITE

OPTIMIZER



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THINGS TO TEST

• Form on every page

• Button colors

• Page layout

• Titles

• Copy

•

Images• Video



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CASE STUDY: WEBSURVEYOR



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SEARCH-MOJO.COM

800.939.5938

SEGMENTATION



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CONVERSION PATHS

LandingPage

Initial Landing

Page

Option 1

Option1a Option1b

Option

2

Option

2a



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WHY CONVERSION PATHS?

• Segmentation

– Provide specific offers to specific types of visitors

• Qualification

– Ensure that the leads you are getting are morequalified

• Gain Partial Data Over Time

– Learn from visitors as they progress through aconversion path

• Improved Conversion Rates



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EXAMPLE: RAXCO SOFTWARE



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#PUBCON




#PUBCON

CONTACT

Janet Driscoll [email protected]

800-939-5938 x101

LinkedIn:www.linkedin.com/in/janetdriscollmiller

Twitter: @janetdmiller

Facebook: www.facebook.com/SearchMojo

www.search-mojo.com/presentations/

PubconVegas2010-2.pptx

Documents

158-Multivariate Testing and Conversion Tweaking-janet Driscoll Miller (1)