Archive for the ‘Conversion Science’ Category
Posted on September 19, 2011 by Michael Harrison
Testing a paid search ad is easy. You create two ad creatives, set your ad network to split traffic evenly between the two, and sit back and let the data collect. This isn’t tough to do because you have full control over what is displayed on the results page when a user searches. Once you’ve got enough data collected, you know what works and what doesn’t, and you can go in and change the ad creative appropriately.
The organic results pages are different, though. You can’t just tell Google to split between your two creatives. You can modify your titles and meta descriptions, but you have no idea when Google is going to crawl your site and update its index. And changes to your page titles can severely affect that page’s ranking.
Fortunately, Google freely admits that meta descriptions don’t impact your ranking on the SERPs. So you can change them to your heart’s content and they won’t cause any issues.
So theoretically, if you were to modify your page’s meta description, and then find out when Google started running with the new description, you could check your data in Google Analytics and start analyzing which version was better at getting people to your site.
You can get a pretty good idea of when the Googlebot crawls your site with Google Webmaster Tools, but determining when the SERPs are updated with your site description is something you’ll need to do manually. One easy way to find out when Google updated your page in its index is by viewing the cached version.
Just do a search that will include your page in the results, and then click the “Cached” link to the right of the URL:
You’ll see a box at the top of this page that tells you when this snapshot occurred:
This is the most recent date and time that Google cached your site, which will allow you to annotate your Google Analytics data with the start of your “Version B” site description.
Now the fun begins. After a few weeks, do some date comparisons from before the new version went live versus after. Look at traffic from Google and analyze the effect that your new SEO “creative” has had on visits. Are they higher or lower quality visitors? Check out the keywords they’re using to find your site. Are there any queries that have had big jumps in traffic? Drastic declines?
Sure, a dedicated split-testing tool built into Google Webmaster Tools would be pretty sweet. But until then, we can hack it a bit and get a lot of insight into what draws searchers to our sites. Give it a try and see what you find out!
(Update: I have been corrected. This is not actually a split test, because it is run over two different periods of time. I’ve updated the article to reflect this. Regardless, I still think there’s some insight to be gained from running experiments like this, and until Google starts letting people do actual A/B tests, it’s one way to do it.)
(Coke/Pepsi photo by kreg.steppe)
View Comments (3 Responses) | Categories: A/B and MVT, Google Analytics, Search Engine Optimization, Web Analytics
Posted on August 30, 2011 by Michael Harrison
If you’re not familiar with the Goal Copy Firefox extension, read the original post.
To stay informed of future updates to the GoalCopy Firefox extension, join this email list for a notification of when to update your extension.
Firefox’s new rapid release schedule means new versions every couple of months. Now 6 is out, and you know what that means: a new GoalCopy!
If you’ve upgraded to Firefox 6, just download the latest version here and get to copying! You might encounter a weird glitch where only the Find/Replace toolbar shows and the Copy/Paste options are nowhere to be found. Just re-enable it through the new Firefox menu as shown below:
Note: GoalCopy currently only works with the old version of the Google Analytics interface.
View Comments (6 Responses) | Categories: Firefox, WA Tools
Posted on June 14, 2011 by Brian Honigman
Here’s a list of the most effective conversions to look for when measuring social media:
1. Engagement is the most common conversion that brands see within their social media profiles and it is often the most easy to achieve in varying degrees. Engagement includes any action a user takes on your brand’s profile. For example, a Like on Facebook, a comment on a YouTube video or even a Retweet on Twitter. This conversion helps spread awareness to a user’s entire personal network about your brand. Engagement that holds more weight in social media are the higher level actions that take more efforts from a user. For example, a Like in Facebook hold less weight than a comment in Facebook does. While a Retweet holds less weight than a mention in Twitter. Any engagement is helpful, its just important to remember some is weighted more heavily than others.
2. E-Commerce as a conversion is still in its infancy in terms of social media, but is growing by leaps and bounds. Having a browser directly convert to a buyer from one of your social media accounts can be extremely powerful because that sale can be instantly shared with their entire network. Whether its through a shopping application on Facebook or through a direct buy from a link on twitter, social media ecommerce comes in a variety of forms. For instance, the ticket retailer for concerts and events Eventbrite has completed a 12 week internal study that estimated that a “share” on Facebook is worth $2.52 in increased tickets sales and a share on Twitter is worth about $0.43 for their company, which is indirect ecommerce. Now this example does not apply to everyone, but its just an example of how converting a user can help you brand earn profit in the short or long term.
3. Lead generation is another common conversion brands receive from their social media efforts. Lead generations also encompasses many different things, for instance gathering the usernames of prominent industry leaders in your Twitter account can help you learn more about your industry and connect with potential partners. While setting up a contest on Facebook that requires users to enter their names and email addresses as entry is another form of lead conversion. Even something as simply searching through current conversations and gauging whether there is interest for your product, services or cause within a specific geographic location is social media based lead generation.
4. Service conversion is best visualized as a 3 step funnel. When a user receives service from your social media profiles it’s a type of conversion that helps strengthen your overall brand awareness in both the short and long term. If that user learns something from the content you shared it will help them associate that type of information with your brand. If a user is made of aware of new services and information about your brand they will also hopefully associate you as the industry standard for that type of cause, product or service. For instance, ING Direct regularly shares True and False investment tips on Facebook that gain a lot of leverage. People begin to come back for more tips, while strengthening their association with ING Direct as the resource for investment knowledge on the web.
5. Traffic to your website is another conversion many brands receive through their social media accounts. Sending traffic to your website can lead a user to read an article on your website, learn more about your business, continue on the sales funnel or help them complete a sleuth of other actions. Many websites you their social profiles for merely news aggregation platforms, not actively monitoring the network, but focusing on letting people know when they’ve posted a new article or resource. For instance, Mashable and the New York Times merely update the majority of their Twitter profiles with new articles they’ve posted, but because they are actively choosing to use the Twitter platform in this manner.
View Comments (No Responses) | Categories: Conversion Science, Social Media
Posted on January 11, 2011 by Christina Keffer
The other day, I was hunting on the internet for lunch and I stumbled onto a restaurant I hadn’t ordered from in a long time. It turns out that they had added an “order online option” which automatically gave them the edge on all the other Pizza mongers in Pittsburgh (with the exception of Dominos, who has one of the best order online setups I have EVER seen. Unfortunately, I’m not the biggest fan of Dominos pizza.)
The checkout process was like a cheap date: not pretty, but super easy. And at the very end, the best part: A tip calculator!
Now let me momentarily digress. My ability to do math in my head is probably rivaled by that of – oh I don’t know- a crack addicted chihuahua. Because of this handicap, I have a pretty odd method of tip-leaving that is based more on the type of service that I’m tipping for than the actual percentage of whatever I paid for in the first place.
Usually (always….) this really works out well for whoever I’m tipping. For instance. Bartenders get $1 and whatever change I get for every drink, even if it’s just Coke. (If I don’t have a tab. If I have a tab, the tips probably average way more per drink since by that point I’m a drunk crack addicted chihuahua.)
For dinners, it’s typically between $10 and $20 depending on how often my water glass gets filled up, regardless of whether I’m at Tom’s Diner or Bravo’s. If I’m eating at a really nice place, it’s likely that the Boy is paying, and I needn’t bother about such things at tips. For delivery drivers, it’s usually at least $3 if not $5, depending on the weather, the challenges my location poses, the length of time they have to drive etc.
Now back to the story at hand. This awesome tip calculator not only calculated my tip based on percentage of what I paid for my pasta, but also allowed me to simply click on the right number. In this case, 20% was all of $2.90. 20% is also, well, a fair tip for someone who just had to cross a bridge to get to me on a relatively nice day. So that is what I left them.
Had this nifty tip calculation feature not existed, that driver would have gotten a much higher tip. This got the hamsters in my carb-starved mind sluggishly running in their wheels. This poor low-tipped driver might only be an example of a greater issue. As website usability testers (as well as SEOs and analysts) we deal with usability every day, and the general rule is: the more usable the better. But is this really true? Might occasionally limiting a user’s possible actions actually result in MORE money? Well, probably, yes. In some cases. Like the following:
The Pros And Cons of a Really User Friendly Website
Sometimes, the very things that may make a site super-usable can also have some unforeseen and unwanted repercussions. However, it’s a thin and wavering gray line. Lots of usability experts/the books of information they publish preach that we should include easy, intuitive navigation, lots of leading information etc. and they are totally right. Except when they’re wrong. Look and PPC landing pages for instance. You (usually) don’t want a full horizontal and vertical navigation with bread crumbs and everything else included on the landing page. That would make it super usable, but it might also lead the targeted traffic to pages less suited to actual conversion. They might like what they see, but offering them more choices at that point might lose you the revenue. That is a great example of how usability best practices can lose you money. Here are a few more:
Decision Paralysis
Have you ever been faced with so many options that you decide not to pick anything? I have. Recently. I usually find myself making a midnight run to the nearest Walmart the day before any given holiday to scrape up last gems in the picked over card racks. It normally takes me 10 minutes, because there are a limited amount of cards that don’t have moving parts or sound effects left. It makes my decision easy. Two days ago, I was being completely, uncharacteristically, ridiculously forward-thinking and found myself looking at Valentine’s day cards.
Faced with an entire AISLE full of cards, I found myself completely incapable of making a decision. They were grouped together, but only by relationship (daughter to mother, husband to wife, child to parent etc.) It would have been way more useful if they had been subdivided further into genre (daughter to mother/funny or husband to wife/ risque) That would have limited the quantity of cards that I would have seen initially, but would have made the entire process more manageable, and I would have walked out of there with a girlfriend to boyfriend/funny card and no problem.
There’s a very fine line between too many easily accessible options and not enough as any medium to large sized e-commerce site webmaster will tell you.
Lower Average Conversion Value
This idea of usability adversely affecting conversion value brings us back to the thing I noticed with the tip calculator, but there are many other cases where additional choices may lead to lower conversion size. Here are some possibilities:
- Service Package Size: Many different packages of services. Lots of SAAS companies have this problem. They have the “Deluxe” package, followed by the Really Deluxe, Super Deluxe, Awesome Deluxe, Super Awesome Deluxe, Giant Enterprise Deluxe with a Cookie, and maybe some more after that. One one hand, breaking out services in this way creates more customized packages that are likely to be attractive to almost every conceivable type of client. On the other hand, offering too many graded choices will often cause clients that would potentially want the Awesome Deluxe package to choose the Super Deluxe one instead because they want to save that extra $50 a month. Users typically choose the middle of 3 packages. You can lump your services together however you want behind the scenes, but don’t sacrifice order size just to try to reach everyone at once on the conversion page of your site.
- Shipping Options: Offering a half dozen shipping and insurance options and carriers is often unnecessary and may cost you revenue, even if the process of choosing these is dead easy and intuitive on the website. Better by far to include insurance (if necessary) in a flat rate shipping cost and add one other rush option at a premium (or a similar two choice process.) If the user made it all the way to the shipment selection portion of the checkout, they’re rather invested and as long as the cost isn’t way outside of their expectations (which you can manage along the way), they will happily pay. You don’t WANT them opting out of an option that can make you money, and by providing those options you’re inviting them to do that.
- Loss leaders: A website is not a restaurant, and the happy hour model is not always effective. Faced with the choice between an inexpensive single product and a higher-priced gift basket containing that product on the same page, there is a much lower likelihood that the user will choose the more expensive gift basket. Giving them a lower cost alternative in the menu might be a reasonable alternative.
Information Overload
Everyone knows copy is really important to a website. From an SEO perspective, it gives the search engines something to index. From a usability perspective, it gives the user needed information to encourage them through the buying funnel. From a… well you get the point. You need copy. Arguably, on a truly nice and usable site, the copy will be formatted in a way that is not overwhelming (broken up by pictures, bullet points, ordered lists etc.) However, sometimes, the sheer volume of product description can actually turn users off. Make sure that you’re taking all phases of the buying funnel into consideration when designing how massive copy will appear on the site. Take care of your impulsive, ready-to-buy clients up top and then let the other information settle into tabs or at least below your strong calls to action. Otherwise, you risk overwhelming your user.
Hopefully this post was somewhat helpful. Even though the common sense, often repeated maxims are present, I thought it was interesting to look at how, even if you do everything right, you might still lose money. I think it’s helpful to occasionally remember that there are two sides to a usable site. You want to make sure that you have a site that CONVERTS.
In other news, I had a hard time finding good, general examples. Anyone know of any sites that are so usable you want to hit them with your keyboard? Thanks!
View Comments (8 Responses) | Categories: Conversion Science, Usability
Posted on October 11, 2010 by Robbin Steif
Last week, I was at Big Picture Communications , a marketing and research agency here in Pittsburgh. We talked about their Google Analytics, their SEO and their website in general. And then I showed them one of my favorite tools, usertesting.com.
They *loved* it. (And who wouldn’t?) Fast, inexpensive, great results if you ask great questions. The Big Picture Communications thought process, though, was so interesting.
Thought #1: “We could do this for our own site.”
Thought #2: “We could do this for customer sites.”
Thought #3: “We could do this for our (and our customers’) competitors’ sites.”
That last thought is so powerful. SEOs are so smart about gleaning insight into their craft from competitive sites, I wonder why conversion artists don’t do the same? (OK, you do. So go ahead and comment. Would love to hear from you.) Instead of listening to real users say, “I love that widget,” or, “I’ll click, but that’s way too expensive for me,” we rely on our instincts.
Wouldn’t it be great to write a protocol for the target demographic that asks questions like,
- “What are the three things you love most about this [competitor's] site and why?”
- “What are the three aspects of this [competitor's] site that you dislike the most or that you found the most difficult to use?”
- “Would you recommend this site to your friends/colleagues, why or why not?”
Then, instead of Competitor Copy Condition, we’ll have something to test. We might even become Compassionate Contenders, as we learn that users don’t quite love the competition’s site.
Robbin
View Comments (2 Responses) | Categories: Conversion Science, Usability
Posted on September 8, 2010 by Christina Keffer
Well. Today certainly has been a day. And it’s only 2:00 PM
Google rolled out Google Instant which modifies the SERPS as users type in their search terms.
My first impression was negative, and I admit it’s because I don’t like change. But it’s also because in a few minutes my brain went all haywire and I realized the ramifications for my industry. If this type of user interface catches on, there will have to be some serious changes in the way I think about keyword choice and optimization for my clients.
“But wait!” you say. “Google said the actual RANKINGS won’t change, just the way in which they’re presented.”
(http://www.google.com/instant/ :
Q: Does this change impact the ranking of search results?
A: No, this change does not impact the ranking of search results.)
While this may be totally true, it doesn’t really matter.
Say, for instance, that my client’s biggest money making keyphrase is “blue widgets from outer space.” It’s the key phrase that brings them the most targeted, conversion-oriented traffic. They were ranking number one for this term (thank you very much) and they were happy as a clam.
Now, with Google Instant, searchers may not be getting past the key phrase “blue widgets” before they are distracted by the shiny changing results parading around in front of them. The kicker is, they might end up clicking on a bunch of these less-focused pages and searching longer on those sites for what they want.
Am I whining because my long-tail, less competitive keyword might not matter as much? Sure. But I also feel like the user’s experience won’t be as enriched by constantly changing SERPS as the big G would like to think. Mostly, though, I feel bad for my client that spent a long time refining their product landing page to exactly fit what the user was looking for only to have it languish, unnoticed (potentially.)
Organic Results Below the Fold.
I’m using my super dorky big monitor right now, so the suggested search box, which used to simply overlay the search engine results but now actually pushes them down the page, allowed three of the organic results to remain above the fold. However, were I on my puny but awesome netbook, those organic results would be buried quite nicely under the paid search results. Sadness pile.
PPC? Impressions? Clickthrough Rates?
I wonder how long it will take before Adwords charges by impression? Hah. The user only has to pause for three seconds in order to trigger a new set of paid search results. Sheesh. Also, consider clickthrough rate as it pertains to quality score. If your impressions skyrocket because someone paused, then finished their search and your add appeared twice, but the quantity of clickthroughs stay the same, that is going to stink.
On the OTHER Hand
Maybe it’s not longtail but short tail keywords that are in for it. I just did a search for Distilled (the brand name of a SEO giant) and came up with a lot of distilled water pages where previously said company used to rank first. I had to search for “Distilled SEO” to get the site I wanted. I also just did a search for blue widgets from outer space. Just for funsies.
What I KNOW Will Change.
The way I include search terms in title tags will definitely change since the title tags (as i see it right now) will be increasingly important.
The way I research keywords and how I construct user behavior models will change. Maybe a little, maybe a lot.
The way I explain the SERPS to clients will change a lot, obviously. Also, I see a further decreased focus on rankings and a stronger focus on traffic metrics used as benchmarks for success.
View Comments (10 Responses) | Categories: Paid Search, Search Engine Optimization, Writing for the web
Posted on June 3, 2010 by Jim Gianoglio
What does this post have to do with pictures of Batman? Nothing, actually. Other than the fact that we’ll start getting some search traffic from people looking for images of Gotham City’s caped crusader.
What this post is really about is the importance of how you title your blog posts. When I say “title” there are two key elements that I’m referring to: 1) the headline on the page and 2) the title tag (which is often the same as the headline).
Why Batman? Well, he’s the inspiration for this post. You see, way back in 2007 we wrote this post with a few pictures from the eMetrics Summit. It was just a quick, lighthearted post that started out with a reference to Batman. The headline on the page is Batman rules: Pictures from the Summit, and the title tag includes that same headline at the beginning.
To date, we’ve had more than 700 visits from people searching for Batman pictures (there are 57 different keyword variations, everything from batman pictures to pics of batman and even batman in love pics!) In fact, the keyword phrase “batman pictures” is on the top 10 list of keywords that have driven the most visits to our site of all time. It’s #9. I don’t know if that should make me happy, or sad.
What’s the moral of this story? Title your posts carefully! Remember that the title tag/headline of you blog post is one of the most important SEO elements that you have control over. Although it can be tempting to write clever or funny headlines, don’t disregard the impact that they have on bringing in qualified (or in this case unqualified) search traffic.
I’ll leave you with two more humorous examples:
Our post titled So you think you know what your customers love? gets visits from people searching for how do you know when your in love.
Our post titled GA Site Overlay (and a letter to you, Avinash) was visited by someone searching for a letter to you my lover.
Do you have some funny examples of keywords that you get visits from? Share them in the comments!
View Comments (2 Responses) | Categories: Writing for the web
Posted on May 24, 2010 by Robbin Steif
Our old website had one of the worst bounce rates I ever see. (And the design was so 1999….)
Nevertheless, I put up with it for a long time, because who has time to write and design a new site? That is, until I tried usertesting.com, a story I wrote about last summer. (The short version: it was one thing to see the bounce rate in GA and know in your heart of hearts that you have to fix it. It was quite another to hear people tell me that the only site we were neglecting, our own, was significantly less than wonderful.)
The redesign took almost an entire year. Let’s face it, customers came first. But as we did the redesign, we listened very closely to the things that we heard in our first set of user tests. The most important lessons they taught us were the same ones we try to teach our customers:
- They wanted to understand what we did immediately (i.e. within five seconds)
- They wanted text they could skim
- They wanted to see pricing
- They wanted to know more About Us
So we worked it (and it was hard — we wanted to create text that customers could scan, but not lose rankings. We wanted to talk About Us but not be All About Us.)
At this point, we have only a week of data. Not exactly statistically significant, but I can see that our bounce rate for the site (i.e. not including our blog) went from somewhere in the high 60′s to somewhere in the low 40′s. (I highlighted the comparisons in the two screen shots.) We did the identical user tests as before, and while we still got some criticism, we also got a lot of compliments.
More later, when we have more data. I am especially looking forward to see if/why/whether the decrease in bounce rate on blog pages keeps up too.
Robbin
View Comments (6 Responses) | Categories: Conversion Science, Google Analytics, Usability
Posted on May 5, 2010 by Robbin Steif
Earlier this week, I got what I perceived to be the strangest survey from Intuit. The survey was about their online backup service.
They asked me questions like, “Please rank which of these four features factor into your use of our backup service.” And then they named all these strange services that I didn’t even know they had, like disaster recovery, or fixing things up once your employee messes up your accounting data.
Finally, I wrote, “I use your service because my jump drives always broke or got too full.” Simple. Easy.
The problem we (like Intuit) often have is that we have super duper services and special features, and we think that our customers care about them, when in fact, our customers might not even know about them. (After all, we spent a year and a lot of money on that Super Duper feature, and now we want to write about it on our websites, no?)
All of which gets down to why qualitative data — surveys and user testing — are so important as we learn to create better websites.
Robbin
View Comments (1 Response) | Categories: Surveys, Writing for the web
Posted on April 20, 2010 by Christina Keffer
Recently, I gave a presentation about this topic at SMX in Toronto. I’m going to get a little more mileage out of said presentation by posting the slides and detailed notes here on the LunaMetrics blog.
The difference between Traditional Link Building and Social Media Link Building
The biggest difference between a Social Media link building campaign and a traditional link building campaign is the type of links we’ll be going after.
With traditional link building campaigns, the focus is on links that will help your site RANK higher. Links that pass on link juice, enhance page rank and trust rank and generally improve the strength of your domain. If the links also drive traffic — great. The logic is Links lead to Rankings which in turn leads to Traffic.
Social media links are a horse of a different color. Our goal is to create links that will likely be tagged nofollow and therefore pass very little link juice or provide any benefit to rankings at all. The end result will be the same as ranking higher: Loads and loads of targeted traffic to the site. The logic here is Links lead directly to Traffic.
For the record, I am not saying that ranking is not important. Let me state my opinion here boldly so that I may never be misquoted: Rankings are important! Ranking high for targeted keywords drives lots of awesome traffic to your site! A social media link building campaign should augment your current link building efforts, not replace them.
A Quick Definition of Social Media Sites
The best definition of a Social Media site, or Social Media platform, as they’re sometimes called, is in the slide above. I stumbled across it one day and then totally forgot who said it so unfortunately I can’t cite the original. (If you said this contact me and I’ll link to you!) This definition covers a broad spectrum of sites: Sharing and Community sites are ones like Facebook and Myspace. Review Sites include Yelp and Citysearch. Popularity sites like Digg and Redit rank your content against other content.
Promo sites might be one of the most overlooked social media platforms EVER. They’re sites that post promo codes and deals. Thunderfap, though ineptly named, is one of the best examples of a promo site. Microblogging sites include Twitter and Tumblr. Blogs and Forums are self explanatory. The ones you’ll focus on depend on your industry.
Planning your Social Media Campaign
- Research: The first step to planning your social media campaign is researching where your demographic hangs out online. Are your potential customers (readers, investors, contributors etc.) Tweeting their fingers off or are they lurking around a forum? Or a little of both with some Facebook thrown in. Narrowing down your target sites will go a long way to help you streamline your campaign and ensure that you’re not focusing your efforts on sites that are useless to you.
- Building Your Persona(s): The second step is creating your persona. For the purposes of this blog, a social media persona is a character you create to represent the brand you’re promoting. Unless you’re promoting yourself, you should create a social media persona around your brand and not mix business with pleasure as it were. If you are a vendor and have several clients, lump them into verticals and create a personal for each vertical. For instance, if you have a restaurateur, a kitchen goods retail store and a food blogger as clients, these can all be lumped together in one vertical since the subject matter overlaps. Trying to maintain a persona for each client is a huge mistake because there is no way you can ever do them all justice and still have enough time in the day to take care of other obligations.
- Identify Your Targets: Your targets in this case are the people on the social media platforms that are most likely to disseminate the links that you post. On Twitter, a great target would be a Tweeter who talks about similar things, has a large following and retweets or links often. On Facebook, a related page or group could be a target. On Yelp, people who are dissing your competition can be targets. (Or people talking you down, surprisingly enough.)
- Build Relationships: It all comes down to this. You can’t speak into a void and expect anyone to listen to you. One must build firm relationships online in order to be heard when they speak. If you just randomly @ someone on Twitter with a promo, and they’ve never heard of you before, there is a much smaller chance that they’ll retweet or even follow your link.
- Choose the Best Pages to Link To: If your goal is to bring traffic in and convert it into sales, engaging product pages are the best pages to link to in your Social Media campaign. If your goal is to encourage inbound links of the traditional sort, you need to link to viral pages on your site. Either way, choosing the page to link to is as important as choosing who your targets are.
- Start Plugging, but Stay Classy: It’s important to obey good social media etiquette when you do start linking to your site and encouraging others to pass those links along and drive traffic for you. Don’t just shout about yourself all day, and for Pete’s sake, don’t spam your targets with tons of links. It’s annoying and it will ruin your credibility and destroy any chance of success.
Specific Strategies
This is a Shameless Tease. Now that we have all the theory down, stay tuned for my next post when we’ll put it into practice with specific techniques you can take right from this very blog and apply to your own personal campaign.
View Comments (5 Responses) | Categories: Conversion Science, Industry News, Writing for the web
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