Conversion / Testing
How to Make an Effective Call to Action Button
Todd Follansbee explains the secrets of call to action buttons and hypertext links. He discusses wording, placement, graphic look, alt tags, title attributes, and mouseover effects.
Aug 19, 2008 - 5:45:42 PM
Determining Your Audience for Great Landing Page Conversion with Tim Ash (7:21)
Tim Ash explains the importance of determing the classes of people who interact with the 'mission critical' elements of the website. Don't organize your site by functional departments, he says, but rather by the classes of visitors who use your site. Then determine the tasks they perform by role. Aug 18, 2008 - 4:53:51 PM
What to Test to Optimize Your Landing Pages - Tim Ash (5:28)
Tim Ash, author of Landing Page Optimization (Sybex/Wiley, 2008), explains how to determine what to test to improve a landing page conversion rate. Ideas can come from eye-tracking studies, usability reviews, site search keywords, customer service representatives, and various types of web analytics. Jul 29, 2008 - 5:54:57 PM
How to Do A/B Split-Testing on Lower Traffic Sites with Bryan Eisenberg (8:35)
Bryan Eisenberg explains how to design tests on low traffic sites, with a minimum of 5 to 10 orders per week. Factors you're looking for in designing tests are: (1) high impact elements that will show a large difference, (2) fewer variations, and (3) a minimum number of orders, either completed or put in the shopping cart. Eisenberg also contrasts Taguchi Method of Experiments with Google Website Optimizer's full factorial testing.Jul 8, 2008 - 10:44:23 PM
Review: Landing Page Optimization
A positive review of a new book on landing page testing, tuning, and conversion optimization.
Jun 24, 2008 - 9:32:03 PM
The Best Design is the One that Sells
Web designers are often uncomfortable when testing is introduced into the design process. Ask designers to produce multiple designs, says Scott Miller. Then make it clear that the design to be selected will be the one that gets the best sales.
May 20, 2008 - 9:05:37 PM
A Landing Page Checklist
Dr. Wilson offers a comprehensive checklist of items to remember and include when developing a landing page or product page. Used carefully, this checklist will help significantly raise conversion rates on a website. This checklist may be reprinted, hosted, and distributed on other websites, so long as all elements remain unchanged.
Apr 29, 2008 - 12:50:00 PM
How to Improve Site Stickiness via Scent of Information with Bryan Eisenberg (7:32)
In this video interview at SES London, Bryan Eisenberg explains how deliberately providing information "scent" helps retain people on a landing page, improving site stickiness and cutting bounces back to the search engine. He sees scent as the keywords or concepts that a person is looking for. Once they find the scent on your landing page and decide to stay momentarily, you must anticipate their next questions and provide links to answer their next queries. Apr 15, 2008 - 1:33:00 AM
How to Use Personas to Improve Sales with Brian Eisenberg (8:31)
In this video interview, Bryan Eisenberg explains what a persona is -- a particular type of customer whose buying patterns have predictable characteristics. He begins with four classic personality types: competitive, methodical, spontaneous, and humanistic. With data from keywords, sales people, customer service reps, etc., a persona can be developed for each type. Then copy for landing pages can be designed to speak to each persona -- substantially increasing conversion rates. Apr 8, 2008 - 1:18:00 AM
Why Customer Product Reviews Boost Online Sales
Dr. Wilson cites studies that indicate customer reviews as an important element to increase online sales of both products and services. While shoppers are looking for strong positive reviews, an occasional negative review adds credibility to the other reviews. He also indicates vendors and scripts to add customer reviews to your site.
Feb 19, 2008 - 7:20:00 AM
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