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Posts tagged with Testing

More companies are designing their sites for tablet and mobile: stats

More companies are responding to mobile trends and designing websites for phones and tablets, but many are still not even testing how their sites look on mobile devices. 

According to our fourth annual Conversion Rate Optimization Report, produced in association with RedEye, the proportion of organisations designing their websites specifically for mobile phones has increased from 25% to 35% since 2011.

However, the majority of organisations are still not designing their websites (61%) or conducting usability testing (55%) specifically for either mobile phones or tablets.


Does investment in paid search brand campaigns deliver incremental revenue?

For this month’s post I thought I’d share a practical example of how you can use testing to validate the impact of your paid search campaigns.

This is aimed at client-side digital marketing teams and agency staff who are learning the paid search ropes and might not fully understand the interaction between SEO and PPC.

The example I’m using is a test plan that seeks to answer the question “Does investment in brand keywords cannibalise or deliver incremental sales?” 

This is based on the most common form of paid search, Google Adwords.


Usability testing removes ego and opinion


While good user experience professionals may be able to 'guess' the best UX solution 60 to 70% of the time, it's not substitute for testing, according to Belron's eBusiness Manager Craig Sullivan. 

In this video, Craig talks about his upcoming presentation at Econsultancy's JUMP event, and explains why user experience should be in the hands of the visitors and customers. 

In a nutshell, decisions on design and creative should be based on cold hard facts and consumer behaviour...


JUMP feature: Moving publishers from print to multimedia

For our third JUMP interview, we spoke with Joy Puzzo, Corporate Audience Development Director for Advanstar Communications, about some of the ways publishers can move from traditional publications to multimedia experiences in advance of her JUMP session on November 1 on "Redefining News Media Brands."

Joy filled us in on what she does day to day (we're tired just hearing about it!), the need for testing and why it's so important to learn from our customer's needs.


12 brands increasing conversions by understanding human psychology

First up a great big caveat emptor: in conversion rate optimisation there’s no such things as rules, there’s only findings. What may prove emphatically effective in one test, might be a waste of time in another similar situation.

Having said all that, there are a number of hardwired human traits and behavioral patterns understood by psychologists, behavioral economists and other social scientists that we can use to increase our conversions.

I have identified 12 brands that understand some of these common behaviors and have reflected it within their web designs. Examples like this can give you some ideas of potential things to try and test on your users.


Digital dose: Marketers must test, test, test

Each week with Digital Dose, we will be talking to top marketers their top tips for their peers.

Today, we hear from Carter Refo, Account Executive at Yesmail Interactive, who stresses that marketers need to continue to test during all stages of a campaign.


Seven rules for conversion optimisation

The cost of attracting high-value visitors to a website is increasing as sites compete for the same customers.

With online conversion rates in the UK falling by 55% over the past five years the best way to increase efficiency is exploiting existing visitor streams with conversion optimisation.  

To coincide with the launch of the 2012 Conversion Rate Optimisation Survey, here are seven tips to boost a website’s success...


Email census: only 3% of companies optimise for priority inbox

Econsultancy’s Email Marketing Industry Census, sponsored by Adestra, has for the past five years been assessing how companies and agencies are adapting to meet the challenges and opportunities present in the email marketing channel.

With email being rated very highly as a channel for return on investment (second only to SEO), but the effectiveness of ‘batch and blast’ techniques decreasing, it is important that marketers stay ahead of the game to maintain its effectiveness.


Email Census shows link between email best practice and strong ROI

The results of our sixth annual Email Marketing Industry Census 2012, published today in association with Adestra, has shown that companies consider the ROI from email marketing to be higher than for most other digital channels including social media marketing.

In fact, in terms of the company respondents who said that email marketing was “excellent” or “good” for return on investment, email was higher than any other channel except SEO.

This year's study has also found that companies adopting best practice and using ESP platform functionality (beyond basic 'batch and blast'), are significantly more likely to see a strong financial return from their email campaigns. 


Q&A: Ben Jesson on conversion rate optimisation

Conversion Rate Experts was founded when a real-life rocket scientist teamed up with an internet marketing specialist. Its clients include firms like Apple, Google and Sony.

I've been asking CEO Ben Jesson and Chairman Dr Karl Blanks (the rocket scientist) about their approach to conversion rate optimsation, common conversion killers, and the most valuable tools for the job. 

I also asked Ben and Karl how they would improve the Ling's Cars website...  


Four proven steps to boost your online testing

Many businesses have dipped their toes into the world of online testing, and sometimes expectations of high returns from simple tests can outweigh reality.

The truth is that there are genuine and continuous benefits to be had, but you should think outside the box to drive real change.


Top 10 tips for improving your PPC landing pages

As Econsultancy highlighted earlier this month, Google has introduced the most significant changes to its PPC algorithm for some time.

We’re all aware of how important click-through rates are in determining your Quality Score but Google’s recent update now places greater emphasis on the importance of landing pages.

Alongside the undoubted effect such pages can have on improving conversion rate we’ve compiled Top Ten Tips for anyone looking to either build or choose the best possible landing pages for their campaigns.