Archive for the ‘Google Website Optimizer’ Category

During my time here at Exceed Online I have learned a great many things regarding the web and selling online. I have seen many an analogy to help describe why certain websites do not reach their potential or lack in certain crucial areas.

Today I would like to present to you the analogy of selling online being not too dissimilar to attempting to attract the interest of a potential date at a bar.

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I had a bad dream. 

I dreamt New Zealand Businesses wanted to grow their eCommerce potential but had no idea where to turn for clear information or answers on Online Marketing. Hang on, it wasn’t a dream, it was me thinking about the Breakfast presentation on Online Marketing at the Crown Plaza (Auckland), where the speakers almost tried to confuse the 200 strong Marketing and Senior Managers in attendance.  It was then; I decided to write part 2 of the Online Shoppers Guide on how to find an Online Marketing supplier. 

Don’t get me wrong, they were all good speakers, but they didn’t help.  People come to these things for answers (I come for the food), after the Breakfast, they probably left with more questions!  I left with a stomach ache.

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Before I joined Exceed Online, I had never known such an acronym-addicted industry. After saying ‘PPC’ to a friend and getting the same quizzical look that my dog gives me when I coo to her lovingly in baby-talk (you know, that adorable look when they tilt their heads ever so slightly?), I realised even the terms I thought were common knowledge can sound nonsensical to someone outside the online industry.

It made me laugh when our accountant said ‘Ohhh, I thought PPC meant paper click not pay per click’ - but if you’ve invested thousands in your website and your website supplier hasn’t told you about SEO or PPC, it’s not funny, it’s time for you to worry…

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Google have made their first major update to their multivariate testing tool Website Optimizer since it was made available earlier this year.

The most notable addition is A/B Split testing which is useful for websites who do not need to go overboard with potentially 100’s of elements being tested with multivariate testing.

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MarketingSherpa put together a very informative case study looking at how hard you should push free shipping on your website. The results speak for themselves:

“…I was surprised how well the free shipping offer did once we began banging it forward,” Dick says. “We saw a huge increase in conversion rates as well as average order size.”

In fact, the increase in conversions and average order size could translate to approximately $2 million in increased revenues next year. The free shipping element of the category page tests had the biggest impact on conversions…”

Carry on reading for the full article along with creative examples.

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As you may know, Google Website Optimizer was recently made accessible to all AdWords users. It is a multivariate or A/B testing (click here for definition) web page testing tool that can help you understand which web page designs really work - by testing combinations of content variations and track the sequence of conversion behavior. (more…)

You must get your headlines right to attract people through to the body of the article. Writing attention grabbing headlines can be hard so here are 5 headline tips we think will help ease the struggle:

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Bryan Eisenburg from Future Now presents 7 tips to help optimise landing pages. WebEx hosts this free Webinar.

Click here to view the free webinar

Here’s an easy to implement idea from the guys over at GrokDotCom.

Problem: Livesouth.com has tons of great content but visitors aren’t seeing all of it. They have high quality pictures on their site and they aren’t being seen. If the picture on property pages are clicked slideshows pop-ups, displaying multiple pictures. Visitors lose persuasive momentum by not seeing the additional images.

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These are usually easy to test and definitive results come quickly due to their (hopefully) prominent placement on your website.

Here are a few variables to think about when creating your calls to action:

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