If you are embarking on your first step into targeting, there are traditionally 4 key targeting areas of segmentation to look atEnvironment – Geo location (flybe example)Source – Referring URL, search termBehaviour – analytics is rich in data, many times I’ve heard companies say “I have all this data but I don’t know how to use it” – well, we are seeing a steady trend in more and more originations using behavioural data – such as new or returning vistorsExternal – there is potential to bring in demographic data such as age, gender, and profile based attributesWhen we piece these together it becomes clear there is a tremendous optimisation opportunity
Product page – tested the filtering tools version “a” reduced the number of options
Application for a current account on a finance companyWe built all these pages by manipulating the control page so the customer didn’t have to host the page.
Tested international fashion retailer for human behaviour across different countries. Each site has a threshold for free delivery Version A says you get free delivery only when they have 150 eurosVersion B says you qualify if you have 150 euros to all visitorsVersion C says you still need more money to qualify for free delivery. Once you have 150 euros its says you get free delivery…
Differences in Human behaviour in different countries for a fashion retailer.
Version a has the lowest cost highlighted in yellow.Which won increased booking revenue and which one made more revenue????
Don’t feel bad…This is why we test….
First ‘DO’ for today is
In truth, successful optimization programs are built around people – it sounds like a no-brainer, but it’s a common obstacle to many companies’ success as Forrester points out here. I would like to highlight a particular point here – resource commitment tends to drive the success of your program far more than tool selection.In addition, you will want a central owner of your program – whether you’re running your own in-house program or using a fully managed service.
Example: Buttons. Buttons. And more Buttons.Why not? It’s a simple type of test kick things off if you’re new to optimisation.And even if you’re not, with most websites there are almost always ways to improve the call to action.There are a million and 1 variations one can come up with for buttons, so there are even more possible combinations you can test.Breaking things down a bit:Copy...your page might be using a hard call to action e.g. ‘Buy Now’ whereas a softer ‘Continue’ might be more effective (or vice versa); or you may need to be more specific with your call to action to drive your visitors forward – where did your visitor just come from? Where is he or she being driven to next?Colour...test different colours of your key call to action to make it stand out on the page can often make a difference.Style...different icons or changes to the size of your call to action can have a significant impact.Position...is your button in the best location on the page? For example, should it be closer to the end of the form your customer is filling out? Or perhaps, it should be duplicated and in two different places on the page?These are just a few examples...and here’s a little tip from our own experience: copy tends to have the most profound impact on visitor response rates...and chevron symbols are a pretty good option too!
The online space is so competitive today that visitors need to be convinced or persuaded to choose your product over someone else’s or choose your product then and there, as opposed to later. This comes back to Tip 3 – knowing your visitor or customer. Why have they chosen you, or how will you convince them to choose you? Why are they buying your product? In other words: how you can you express your unique selling points?
The online space is so competitive today that visitors need to be convinced or persuaded to choose your product over someone else’s or choose your product then and there, as opposed to later. This comes back to Tip 3 – knowing your visitor or customer. Why have they chosen you, or how will you convince them to choose you? Why are they buying your product? In other words: how you can you express your unique selling points?
So understanding where your customers are coming from is pretty straightforward – but this simple concept can be really powerful when it comes to optimization.WHO are your customers is another question
So understanding where your customers are coming from is pretty straightforward – but this simple concept can be really powerful when it comes to optimization.WHO are your customers is another question
GEOGRAPHY - Simple as English vs. Dutch vs. German sites through geo-targeting or URL/domain recognition.TRAFFIC SOURCE – where are your visitors coming from? Google or facebook? Paid search or natural search or DTS?What keywords are they coming through on? Branded or non-branded? We might assume that if it’s a branded keyword they are familiar with the brand. If it’s non-branded, they are a lower quality acquisition prospect and therefore should be treated differently.BEHAVIOUR – retargeting, browsing behaviour, existing vs. new, etc.DEMOGRAPHICS – age groups, gender etc..
Don’t put all your eggs in one basket!Don’t over-saturate your plan with the too much similar content. If you are testing variations on a headline, make sure you are testing different themes for the headline and not pushing the same basic message. By testing varying themes, you increase your chances for success.Don’t test too much of the same thing. You wouldn’t test just a button copy that was all the same, eg, soft sell, continue, proceed, go, you would be better testing some harder sells like buy now, ….
You should have at least three months testing planned ahead.
Start working on your pipeline earlyMix and match between simple and complexFlexibility is important in this industry: Revisit priorities once a quarter
Radical gets results – most of the time
Make it fun. Testing can be both interesting and fun when you put your intuition on the line.And by doing so, you’ll cultivate optimisation within your company and make it part of your day to day process.Get your colleagues involved.
In summary, you will almost always meet some sort of challenge along the way with your optimisation program, but with the right people, a thoughtful approach, and a few tips along the way, you make your jump a successful one.Questions?