If you have a website, you need to make sure that you market it well. However, to do that, you need to know exactly what your customers are looking for. There are a variety of ways to do this, but the two most debated options are A/B testing and multivariate testing. What are the differences? Which is better for your site?
Learning the Basics of the Two
First, you need to understand the differences between A/B testing and multivariate testing. There are several key differences, so establishing those is the first move creating the most effective landing page.
- A/B testing – After creating two versions of a website, you split the traffic coming to your site evenly between the two.
- Multivariate testing – You only have one version of the website. You are testing a variety of elements inside the page, to see what is most popular.
If you browse our blog regularly, you may have noticed a little green tab at the bottom of the page that reads “Chat with us!” – if you ever come across it, feel free to chat with us! There’s a real person behind it and we don’t bite!
We are always looking for the next best thing for conversion rate optimization, and we’ve noticed lots of websites are popping up with live customer support chat. People usually want instant customer service, rather than calling a 800 number and waiting on hold for 15 minutes for a question that takes 30 seconds to answer. Elements like this can also help decrease shopping cart abandonment, as they can get their questions/concerns dealt with in real time. There are a couple different options in this space, but we decided to go with Olark.
Setting up Olark is extremely simple to install, even more simple if you have a dynamic website. All you need to do is take the code they give you and paste it in your HTML code, thats it!
Continue reading “Our Experience Using Olark Live Chat for Conversion Optimization”
“Dr. Suess wrote The Cat in the Hat with only 236 words, so his editor bet him that he couldn’t write a book with only 50 different words. Dr. Suess won the bet with Green Eggs & Ham, which became one of the best-selling children’s books of all time.”
This is a quote from my favorite chapter of Steal Like an Artist titled “Choose What to Leave Out”, and it applies directly to EVERYTHING in CRO.
Communicating rich thoughts and ideas with minimal waste is called “word economy” when we’re copywriting or designing headline experiments.
This is directly applicable to minimizing page elements, focused messaging, effective elevator pitches, or building your deck.
On the CRO side alone I’ve written out several examples of this concept in motion:
Simple, beautiful and distilled messaging ALWAYS wins in my experience.
Kind of like this: “Full service conversion rate optimization on a performance basis – contact us today!“
Data keeps your landing page optimization strong. The trouble is that some marketers are lazy with data. They get a report every month. They look at cost. They look at revenue. They throw it away and charge forward.
We want you to be the other marketers – the ones who understand “no pain, no gain.” You have to dig into data to maximize revenue, and testing is only the beginning.
Here are three metrics to start your optimization-fitness program and what to do with them:
Metric #1. Bounce rate
You know this nasty little critter. The bounce rate tells you one of two things:
- The percentage of visitors who saw your page and immediately left
- The percentage of visitors who hit your page and did not clickthrough
Continue reading “3 Metrics for Buff Analysis of Landing Page Optimization”
Imagine a father is at the ballpark with his son. Two vendors hear the kid whining about being hungry. One vendor yells “hotdogs!” The other tells the father that he can shut the kid up for $5. He gets the sale. Why? Because he uses targeted landing pages. A bit more advanced strategy for your landing page optimization process.
A targeted landing page speaks directly to the needs of a specific type of customer. It connects on a deeper level because it’s not just yelling “hotdogs.” It’s selling a solution to a specific need – and that increases conversion rates.
When done well, a targeted landing page will always have a higher conversion rate than a generic landing page. There are too many types of customers for a single, generic page to satisfy. The page will yell “hotdogs!” and everyone will wonder “why should I care?”
Target one customer at a time
Let’s say you’re a flood insurance company and you want people to fill out a form to request a quote. You could use a single landing page that emphasizes “coverage you can count on.” OR you could use a different page for each type of visitor.
Here are three examples: Continue reading “Targeted Landing Pages Have Higher Conversion Rates – Why Aren’t You Using Them?”