Big Data is Good—But Big Testing is Better | Chief Marketer

@chiefmartec “out of 12,000 experiments that Google ran in 2009, only about 10% of them resulted in adopted changes.” You are not Google. But you must realize that in every industry, an online leader is going to emerge, and it will be the company that adopts a testing culture.
Intuition is no longer your friend. Your intuition cannot comprehend the variety of ways our visitors are coming at us. Data and testing are your friends, or your online audience will continue to abandon you.
Get excited about testing and taking that leadership role in your marketplace. 
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Jan 05, 2013 01:04 pm

Comments:

  •  @Peeplaja has just saved you a whole lot of time. He’s done the research and found the studies that you can use to refute the often poor advice your designers are giving your Web team.Spend some time with this post and the links he references if you want to consistently create effective, high-converting websites. – Brian Massey

by: Brian Massey

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Dennis van der Heijden is in an enviable position. He is able to see the results of hundreds of split tests through his awesome split testing service, Convert Insights at Convert.com.
He’s noticed a few things about how successful businesses are at finding winning tests.
These numbers plus his ideas on why some have tests that frequently yield conversion rate lifts while others don’t is the subject of my Instagraph. This was recorded live at Conversion Conference East 2012 in Ft. Lauderdale, Florida on October 10.
Here is a time-lapse video of the creation of the Instagraph.

Here is the final result.

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Dan Siroker, Founder of testing platform Optimizely offers six key ways to improve the conversion performance of your pages. This was captured live at the Conversion Conference Chicago 2012 by yours truly.
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CLICK TO ENLARGE

  1. Define Success
  2. Explore before you refine
  3. Less is More
  4. Words Matter
  5. Fail Fast
  6. Start Today

More Infographics
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Your unique is a powerful tool, a tool that gives you over your marketplace. It is what makes making money, generating leads and growing your business look easy.
How can this be?
There are five big reasons that companies that understand their online equation win:

  1. They pay less for the exact same advertising as you.
  2. They hit your prospects several times to your one touch.
  3. Their content is about their prospects, not themselves.
  4. They don’t make mistakes more than once.
  5. They are waiting on search engines for your dissatisfied visitors.

There are two ways to learn more about these five advantages in my new Search Engine Land column 5 Ways Conversion Takes Market Share Like Candy From A Baby.
My upcoming book is only weeks away, and you can get at the .

imageThese are the stories that caught my eye last week. If you are a curious marketer looking to learn more about conversion, please subscribe my weekly recommended reading list, For Further Study.
For more, sign up to get a copy of my up-coming book: The Customer Creation Equation: Unexpected Formulas of the Conversion Scientist. You’ll also get a free 40 minute video on your Conversion Formula.

Are You Saying “No” When You Could Be Saying “Yes” in Your Web Forms? | UX Magazine

Feb 29, 2012 11:27 pm
If all problems are opportunities, then error messages and error pages are generally missed opportunities. Marketing should be policing the errors reported on their website, messages that are usually written by a techie in IT. John Ekman give us five steps toward writing error messages that say “Yes!” instead of making the visitor feel like an idiot.
Tags: forms web error
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The Product Page 2012: 7 Must-Test Elements

Feb 27, 2012 08:22 am
@TheGrok  says “Test your product headline to be benefit oriented as opposed to just product name.” I hadn’t considered that. Good lists always tell you something you hadn’t thought of and Bryan has such a list for Online Stores and Publication sites who feature their offerings on Product Pages. Product pages are the money pages on your site, and are one of the first places to look for optimization opportunities.
Tags: product pages testing split e-commerce online store
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The Shocking Truth About How Web Graphics Affect Conversions

Feb 27, 2012 01:14 am
@KISSMetrics – David Ogilvy is experiencing something of a renaissance these days as his experience and research in offline marketing are proving true in online marketing. And we need him. Images are an abused medium on the Web, and this article points out mistakes that you are probably making.
There are some real nuggets here, such as “Captions under images are read on average 300% more than the body copy itself” Ask your designer what research he has for his decisions.
This is an important article, and you should read it before you blindly follow the advice of lazy designers.
Tags: design images photography stock
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Content Marketing in a Blink: The Content Grid v2 [Infographic] | Eloqua Blog

Oct 18, 2011 03:59 pm
Does your company have a Markishing department yet? That’s a Marketing/Publishing department, and if you don’t you better start working on it.
This infograph from Eloqua illustrates the power of content at various stages of the purchasing cycle. You don’t have to be an enterprise to be using this kind of markishing approach to marketing. Learn about content development and cascades in my up-coming book.
Tags: content marketing publishing content infograph eloqua
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‘Try demo’ or ‘Buy now’: A/B testing finds which button increased clickthroughs by 47%

Oct 18, 2011 03:25 pm
In my new book — see preview on Facebook — I isolate five conversion signatures, one of which is right for your website. One is the Site as a Service signature, and the first conversion strategy is “Turn Visitors into Tryers.”
This case study bears out the importance of that strategy. SaaS sites have an advantage over ecommerce sites in that their visitors can try the product right there on site. Why not offer a trial? Find out the other strategies in a free video introducing the book’s core concepts.
Tags: demo buy testing button call to action
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12 Important Places You’re Forgetting to Add Calls-to-Action

Oct 17, 2011 07:55 am
“I may have an answer to your questions.”
Doesn’t this sound hopeful? And you do. Whatever industry you are in, it is fundamentally your duty to understand your market’s problems and to figure out how to solve them. The philosophy of content marketing is that teaching prospects about their problems is as important as teaching them about your solutions.
So, if you have some helpful knowledge that helps prospects solve problems, how are you letting them know that you’re there for them?
Here are twelve ways to call attention to what you offer. Then you can let the content speak volumes for your solutions.
Tags: content content marketing call to action conversion
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Your images leave me baffled at best, distracted at worst.

Left on their own, what would these images tell you about the site they were found on?
iStock_000012057784XSmalliStock_000000481451XSmallPortrait of a female executive
Not much.
If you’re selling question-mark-shaped doll houses, orange couches or business apparel, these will work. The sites I found these images on are selling financial services, insurance and IT training, in that order.
You’ve seen these or something like them many many times. Your brain filters out images like this on a Web page.
In Identifying Images that don’t Convert: The Caption Test, I propose a simple test that will help you weed out images that are irrelevant to your visitors, and thus are less likely to help your conversion rates.
UPDATE: Check the comments for more images and captions submitted by my readers.
If you find this educational, you really should subscribe to The Conversion Scientist by email. There is much more coming.

extraspace-inetIt’s happening in every industry as we speak. Decision makers are looking at information that tells them how the Internet is impacting their business and their industry.
It may be happening in your office.
A decision is going to be made:
a) To continue with business as usual
b) To commit to the Internet as a crucial part of the future of the business
Those businesses that choose a) may not be here in 24 months. Those that choose b) may not either, but if they are they will be the leader in their space.
In my Search Engine Land column 5 Ways to Jump Ahead in Your Industry, I outline the characteristics of a testing company, like Zappos or Amazon. These are the characteristics that can result in astonishing growth and amazing profitability. They include:

        

  1. Accept The Internet As A Lever

  2.     

  3. Develop A Testing Culture

  4.     

  5. Invest Where It Counts

  6.     

  7. Know Your Numbers

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  9. Take A Non-Commodity Approach

It is no small feat to accomplish these, but those that do will enjoy a lead in their industry that will be hard to usurp by competitors.

Thanks to Extra Space Management for sharing their results with us at the Phone Smart Unconference Hawaii.

Did you know that all of the changes you’re making to your Web site are largely wasted? Really.

If you were to put just a little discipline behind your site changes, you could learn scads about what your visitors like and what makes the cash register ring online.

I address the power of Serial Testing in my Conversion Sciences column on Search Engine Land.

 

Gather close, dear friends and hear my words of warning. Gird yourself, for my tale would make any enlightened man or woman stagger back in disbelief. I do not share such news with you lightly. It is not my errand to harm or discomfort your mental or psychological well-being.

 

Resist the urge to sever the very Internet connection with which you receive my message. I shall soon relieve your stress with a simple technique that will counter the malevolence that I describe.

 

I reveal my knowledge only because you may in fact be a person possessing an enterprising mind. If this is true, I know you will see in my tale of woe and tragedy the shadow of immense opportunity.

Read my Search Engine Land Conversion Science column…