Archive for the ‘Multivariate Testing’ Category

In early July, I attended the second annual “Search Engine Boot Camp” held in Auckland.  I enjoy listening to the presenters and gain a sense of how they communicate to what should best be classified as “potential customers”.  Let’s face it; they are presenting to Banks, Airlines, and major Retailers, a great opportunity to impress…

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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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Persuasive links are the “connectors” from one micro event to another in a sales process.  The number of micro events in a sales process will vary; however, what’s more important is the ability to persuade visitors to follow micro events with the hopes of leading to a single macro event i.e. a sale.    If visitors resort to using the navigation or, “Plan B”, it means your sales process is unclear, your sales process does not match the visitors buying process, and/or your links in the body of the website are not persuasive enough.   

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Exceed Online is proud to announce the launch of Yourway Car Rentals, a fully online Car Rental business with two locations based in Auckland and Christchurch. The Senior Management team of Budget Rent A Car New Zealand approached Exceed Online stating they have plans to take on the third tier car rental market, and felt an online business model was the best approach. The Exceed team felt there was potential to be involved with something special. What made the project more interesting was they guidelines under which the project must follow:

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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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Make sure your customers make it through your checkout process feeling confident and know they are making the right choice in purchasing from you.

Here are a few tips to help your customers purchase:

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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

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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