Archive for the ‘Strategy’ Category
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A/B Split Testing vs. Multivariate: Pros & Cons
“For Conversion Optimization, should I run an A/B Test or a Multivariate Test?”
The short answer is: “Yes”!
But, the question for today is: Which of the two primary testing methods should you employ?
(By the way, some are of the opinion that Conversion Optimization can be done without Controlled testing. That’s misguided, but a topic for another post.)
If you’ve been following Conversion Optimization for any length of time, you may be wondering how A/B Testing and Multivariate Testing work together.
There is an ongoing debate between proponents of Multivariate (MVT) testing and A/B Testing (aka, Split Testing or A/B/n Testing, where the “n” stands for any number of variations in a test) over which method gets better results. Continue Reading
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An Inconvenient Truth of Landing Page Optimization
Chris Goward and Rob Snell
at Conversion ConferenceI was speaking at Conversion Conference East in Arlington, VA last week and during one of my sessions, the very smart Rob Snell jokingly called out, “But I want a silver bullet to boost my conversion rate!” I knew that Rob was being facetious. He and his brother Steve have learned from years of experience as a Hunting Supplies retailer that “secrets to success” are really hard-earned lessons. But many aren’t so tongue-in-cheek when they ask for that.
Marketing Optimization success takes planning
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New Testing White Paper: Five Steps to Developing a Successful and Scalable Conversion Optimization Strategy
If you are reading this post, you already know that most companies today rely on their website to generate leads and/or sales transactions. As a matter of fact, you yourself are probably keenly interested in (or perhaps even worrying about) making your website work harder for you.
Executives across the board invest significant marketing budgets to drive traffic to their websites and yet the conversion rate they achieve is less than desirable. Sadly, the conversion rate is often not just less than desirable: it is less then profitable.
For you, then, we have published a new Conversion Optimization Strategy White Paper that provides Continue Reading
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Don’t try to lower your bounce rate
Bounce Rate OptimizationWhen developing a conversion optimization strategy for new clients, determining website goals is obviously important. The Conversion Optimization goal should be selected based on how well it supports the website goals. This is often an area where there’s confusion about what are the priority metrics to improve. Continue Reading
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Post-Olympic Depression Syndrome May Be Similar to Successful Conversion Optimization Testing Breakthroughs
As I write this, the Vancouver 2010 Games are wrapping up. By the time I complete writing this blog post, right here in Vancouver, we will know whether Canada or the USA holds Olympic gold. Unable not to multitask, watching the game has me thinking about what happens next…
What happens after an athlete works so hard; is so focused; devotes his or her entire life and being to the one moment when they win Olympic gold… Then what? Continue Reading
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You Can Improve Your Conversion Rate by Targeting at Source
Segmenting prospects is core to much of what we do as marketers to communicate value propositions to small, homogeneous groups in order to achieve higher than average conversion rates – and segmenting prospects by the search engine they come from is no different.
New research from comScore reflects that Google doesn’t just dominate the search market by a large margin; its users are also more loyal and more inclined to search in general than Yahoo and Microsoft searchers.
So marketers need to take note of the differences in their web traffic based on Continue Reading
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Want to Achieve Excellence with Your Online Conversions? Follow the “Ten Thousand Hour Rule”
Bestselling author Malcolm Gladwell, in his latest book ‘Outliers: The Story Of Success’, writes that there is no such thing as “instant,” “overnight” success or a “lucky” break. (Read an extract of Gladwell’s book here)
Truly successful people, Gladwell says, are not necessarily so because they are the smartest, strongest, or wealthiest, although these things can enter the picture somewhere along the way. Continue Reading
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Not testing yet? Here is how you can build a case for conversion rate optimization
In an excellent post, Lily Chiu at Omniture discusses marketers’ shared belief that testing web content will increase the conversion rate – and their inability to sell their belief up the chain. She then provides readers with “an arsenal of reasons why your company can’t afford to delay testing another year”.
Here are the highlights:
1) Testing Drives Results:
In a recent survey, 92% of marketers who conduct online tests saw positive ROI – that’s NINETY TWO percent, folks! Continue Reading -
“How are you planning to manage the coming reduction in your marketing budget?” Hear what the CFOs are saying…
I posted this question recently on several bulletin boards, but instead of focusing only on our marketing kinfolk, I also went to the ‘dark side’ and posted this question in CFO boards.
I am compiling responses to understand how both sides of the house plan to handle the challenges ahead, but here are some highlights:
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Recession Looming: The Dumb Way and the Smart Way to React
According to a post by Neil Mason on ClickZ today, the dumb way for businesses to react to an impending recession will be to “slash sales and marketing costs across the board, batten down the hatches, and hope to ride out the storm.”
On the other hand, the smart way to react will also be to reduce sales and marketing costs!
Interesting. (I asked myself whether this was a typo.) Continue Reading
