Archive for December, 2007
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WiderFunnel Article in Direct Marketing News
The latest Direct Marketing News has a nice little article on page 8 about WiderFunnel becoming the first Canadian Google Website Optimizer Authorized Consultants.
They even included a nice little shot of Tom Leung. I guess they like his picture better than ours. We’re happy to get the word out to direct marketers about the power of Google Website Optimizer’s A/B Split Testing and multivariate testing capability.
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Website Usability is Overrated
Usability is often where web marketers mistakenly turn when they need to improve the lead generation or e-commerce results from their web site.The problem is that Usability “experts” will often recommend a plethora of time-consuming and expensive projects that will beguile the marketer into believing that they’re increasing their site’s effectiveness. The sheer magnitude of activity involved can divert attention from the important areas that the marketer should be focusing to increase the site’s persuasiveness. Continue Reading
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What if my experiment is taking too long?
One of the most common challenges that web site managers face when venturing into improving their conversion rate through multivariate testing, is what I call “variable proliferation syndrome”When a web sales or marketing team is first exposed to the promise of increasing their conversion rate by testing simple changes to their landing page or purchase funnel, they can become understandably giddy. Giddyness, however, rarely lends itself to scientific testing methodology.
The promise is exciting, but when the site manager doesn’t know which elements will produce the most dramatic result (or whether multivariate testing is even the best first step to take) the inclination is to test everything.. at once.
I was speaking with Tom Leung, Google Website Optimizer Product Manager, yesterday and he confirmed that Continue Reading
Raquel Hirsch
Chris Goward
