It is often remarked in our office that the PPC guys are an odd bunch, taking pleasure in solving Excel nightmares for the rest of the business and being overly competitive at Foosball.
But what exactly makes a good PPC Manager?
It is common for a client to look for traditional marketing skills, such as great copywriting and a desire to be intimately involved with the product. (more…)
Welcome to Part Two of Successful Website Optimisation. To continue from last month’s blog, which you can read here, here are some more tools to choose the right pages and tests to run:
It is also important to understand how visitors use your chosen test page, so you can be more confident that you are testing changes to important elements.
We use ClickTale for in-page analytics before and during testing. It tracks mouse movement and clicks, and reports this information for a large sample of visitors. This gives very valuable information about the important elements of a page, and the unimportant.
You can see how far the average visitor scrolls down the page, which is very useful to know if there is important information below the fold.
The biggest benefit of ClickTale is simply its ability to add some meaning to the results that you see. Pages that fail can be analysed and you can learn so much about why this happened, which is invaluable. (more…)
Website Optimisation is a fantastic process of increasing the value of visitors to your website. For ecommerce sites, this essentially means increasing the likelihood of making a sale and/or the value of each sale. For other websites, the goal may be different – increasing the likelihood a visitor will watch your video.
This is a very real, robust process regardless of how well your website already performs. Amazon is the site it is today through this very process, which has seen it evolve slowly over years from a very basic ecommerce bookstore to a mega online retailer. Google is always testing changes to all their products including the search page. This alone should be enough to convince you it is worth investing in, but just in case, this document is an in-depth look at our process.
Before you start, you should answer these two questions:
With the answers in mind, you should be able to name a few pages that are worth running tests on. However, we don’t yet know what changes to test, or whether the test will be viable. (more…)
Conversion Rate Optimisation, Website Optimisation
When I set up a website optimisation test, I often make assumptions of which page will win out of the set of variations I’ve created. Of course, I’m often wrong.
So why is it that testing is so full of surprises?
Recently I ran a test in which the original page was a list of prices for the services my client offered. The original page was a mess with so much text that the prices were hidden and I had no clear idea of what to do next. My hypothesis was simple: An easier to read price list with clear instructions on how to contact the company will produce more leads. (more…)
Conversion Rate Optimisation, Website Optimisation
People – Start your engines, it’s time to optimise!
2011 is tipped to be the year that most search advertisers take a look at where they are sending all the traffic they pay for and think “I need a better vehicle”.
The key message for 2011 is to optimise your website for conversions and the best way to do this is to test, test hard and fast! If 2010 opened our eyes to the concept of improving conversion rates through testing, then 2011 will open up the throttle as the race for bigger and better conversion rates begins! (more…)
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