Introduction to A/B and MVT: Optimization Testing 101. This is the first in a series of posts based on the material covered in our latest webinar: Taking Your Site Performance to The Next Level With Optimization Testing.
Part 1 provides brief overview of what site testing is and describes the differences between usability testing, A/B split testing and multivariate methods. What is optimization testing? First let’s talk about what it’s not. Optimization testing is not the same as “user testing” or “usability testing.” With usability testing, you ask a small sample of Web users from your target market to perform various tasks under observation in a “lab” environment.
The insight you can glean from user tests is very valuable. The shortcomings of usability testing, however, are many. Enter A/B and MVT A/B split and MVT (multivariate testing) allow you to quantitatively test the impact of changes to your website on your key performance metrics. A/B testing A/B testing is not limited to version A and version B. Developing a Site Testing Process: Site Optimization 101. This is the fourth in a series of posts based on the material covered in our latest webinar: Taking Your Site Performance to The Next Level With Optimization Testing.
The ultimate goal of a Web optimization project is to improve revenue and profits driven through your site. Success is measured by tracking changes in KPIs (key performance indicators), most commonly AOV (average order value), conversion rate, days to purchase, bounce rate, cart and checkout abandonment. But don’t forget the metrics that matter — revenue, revenue per visit, and if you can track it, contribution margin. Remember, your conversion rate can skyrocket if you drop prices below cost and give free shipping, but you’ll quickly be out of business! Your strategy may involve optimizing your website’s usability, or experimenting with product offers, promotions and messaging. Uncovering opportunities for improvement What are you looking for in your analytics? Checkout Funnel Abandonment Top Entrance Pages Top Content. Five ways to make a travel website more personal. NB: This is a guest post by Emmanuel Marchal, director at LikeCube.
How do you differentiate in a crowded online travel space, especially as you know the power of personalization is key to creating trust and make those visitors become repeat customers? True, one-to-one marketing can yield benefits that will enable you to increase your brand’s loyalty and reduce your reliance on SEO and SEM. But with so many ways to do it, it’s hard to know where to get started and most importantly what is right for your site. Here are a few tips you might want to consider: 1. The standard approach to personalization, which is CRM based, is through organising, analysing and segmenting the database and then crafting targeted marketing messages delivered at specific groups. This approach yields benefits given the right amount of investment and skill sets, but may show limitations in addressing the fact that people’s desires aren’t static. 2. The data you own is a potential goldmine. 7 Ways to Improve Your Landing Pages. There's no better (and more efficient!)
Way to increase the return on your online marketing spend than by improving your landing pages. With that in mind, here are 7 sure-fire ways to give your landing pages an instant conversion boost. 1. Have a Clear Call to Action Make sure your call to action is obvious as soon as visitors arrive to your landing page. 2. When you click on an ad, do you want to hear all about a product's features, or all about how a product can help YOU? 3. This may sound simple, but you must fulfill the promise of the ad with the message of your landing page. 4.
So if you want your visitors to take action, there must be trust. 5. Keep your landing pages simple and streamlined. 6. Navigation is a bad way to get visitors to a landing page to convert. 7. The great thing about landing pages is that they allow you to test the performance of your campaigns in real time.