How Valid Are Your Landing Page Test Conclusions?
Landing page testing can lead to major Web site changes. How sure are you that your conclusions are valid?
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Landing page testing can lead to major Web site changes. How sure are you that your conclusions are valid?
Coherency is an overall sense of your design hanging together. It's a congruity and harmonious consistency in the relation of all parts to the whole. And it's largely ignored by landing page testers, leading visitors to respond to incoherent pages...
As many of your know I am a big fan of both Google Analytics and Google Website Optimizer. But these excellent tools, along with Google Webmaster Tools are treated by most people as individual single-purpose applications. There are tremendous...
Web analytics on your Web site can help you uncover and prioritize potential site problems. Some additional techniques to discover conversion issues on your landing pages include mining onsite search, or conducting usability testing, focus groups,...
How do you find problems with your landing page hidden in your test results? Instead of waiting only for good news, filter it out instead. Accentuate the negative. Focus on problems and things that are askew.
In statistical circles, it's a known fact that the Taguchi method is a bad fit for landing page testing. So why do so many marketers continue to use it to test landing pages?
I recently spoke on the multivariate testing panel at eMetrics in San Francisco. You would think that I dropped a hand grenade into the room when I opined that the Taguchi Method was a bad fit for landing page testing. This is a well understood...
Visitors will arrive at your Web site with their own needs, perspectives, and emotions. Since you don't know much about them individually, here's how you can influence them with the design of your site.
I just got back from speaking on a multivariate testing panel at eMetrics in San Francisco. A conversation I had with Marshall Sponder triggered this post. Marshall was bemoaning the fact that web analysts can't even get "a seat at the table"...
Many people view conversions as large-scale events, such as product sales or sign-ups for a service. But a conversion can mean many things, depending on the site.
A few hours ago, before I went to bed, I blogged about someone who stole my SEW column content for their own online marketing blog within hours of its publication. I also commented on their blog and asked them to remove the offending content....
[This entry has been edited since its original posting. Please read the follow-up post after reading this one.] I worked for many years to build up my expertise and reputation in online marketing. I considered my recent addition as a "By The...
Bye-bye beta! Google announced today that its Google Website Optimizer (GWO) landing page testing tool is finally out of beta. GWO is a free tool for running A-B split and multivariate landing page tests. As a charter GWO Authorized...
In almost every other area of marketing, performance is scrutinized under a microscope as we drill down on mind-numbingly detailed reports. So why are landing pages getting so little attention?
I am often asked by people what sorts of items I would recommend testing on a landing page. There are no universal truths and your mileage may vary. However, there are common themes that work well across a range of industries. One of these is the...
I recently got my hands on Marketing Sherpa's newly released Landing Page Handbook. This detailed guide is packed full of industry information and practical case studies. One of the things that jumped out at me was a table of conversion rate...
SES New York is in full swing. The energy level of the show is very good - with a buzz reminiscent of a few years ago. I really like the way the new format is shaping up. The sponsored session about Google Analytics and Website Optimizer were...
I have been following the unfolding developments regarding Microsoft/Yahoo since they were announced with only mild interest. This is not because the potential alliance would not have an effect on the industry - clearly it would shake things up...
All new parents think their drooling, wailing, wrinkled little midget is beautiful - and that's as it should be. The same seems to be true of landing pages. If an online marketing campaign is making money, it's taken as proof the landing pages...
