Web Optimiser: Best Practice Notes

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November 14th, 2007 by Nick

If a user doesn't find what they want between five and seven seconds, they click off the site.

Therefore, need to make sure that website pages are streamlined to convey what the user wants to see.

How to over come the odds of minimum conversions from the traffic:
1. Drive the correct traffic (PPC or SEO)
2. Analyse Site activity (Analytics)
3. Test website changes and implement winners! (Web Optimiser)
4. REPEAT!

This is proven to gain success. Working with an agency to yield better search marketing results is a work in progress and is a long term relationship.

Web Optimiser is the crowning glory of search marketing. It allows traffic to maximise to its full potential.

Some tips, techniques and ideas to think about when using web optimiser:
1. Make the page shorter / Provide more relevant information
2. Provide testimonials touting satisfaction or features
3. Emphasize free trial or money back guarantees
4. Show images of the product or image of someone using it
5. Use shiny bevelled buttons or inline forms
6. Offer bundles or promote individuals orders
7. Show comparative check list or latest features
8. Make 2 longer step sign up pages or 5 short ones

Benchmarks when testing:
• Test a small number of variations
- Rule of thumb is approx 100 conversions per combination
- Combinations – trying changes that work together on the same page

• Test big changes
- If you can’t see differences between two pages that you have created for Web Optimiser within 8 seconds of looking at it, users won’t notice either.

• Consider Early Indicators
- For high consideration goods, optimise against enquiries, info requests, product details, and time on page.

• Don’t jump to conclusions
- Less than 2 weeks is not long enough. Focus on absolute conversion difference. Don’t get excited by different colours!
For more information, visit www.google.com/weboptimizer

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