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Posts tagged with Testing

Top 10 tips for testing PPC ads

Testing different adverts in your Google Adwords account is easy to implement and can be a real quick-win within your PPC strategy.

Testing can help you to drive better-converting traffic to the site, improving your Google Quality Score (QS) thus reducing your CPC’s and all the while making the auction tougher for your competitors.

Here are my top 10 tips for testing PPC ads... 


People and processes hold key to conversion rate optimization: study

Companies with a structured and process-driven approach to conversion rate optimization (CRO) are significantly more likely than other organisations to improve their conversion rates and increase online sales, according to research published this week by Econsultancy. 

The Conversion Rate Optimization Report, produced in association with RedEye, also found that it is becoming harder to improve conversion rates, with 65% of companies seeing improvements in conversions in the last year, compared to 70% in 2009 and 2010.


More pain please

Pain is indeed a sign that something isn’t working. The testing phase of most projects is painful, for example, because it’s telling us about all the mistakes we made earlier in the project. 

Integration is painful because all the poor assumptions we made about how the system would work are suddenly made clear.


Usability and AB/Multivariate Testing – a special relationship

Website optimisation teams are so much more effective when UX/Usability Consultants and AB/Multivariate Testing experts work closely together.  

We have seen first-hand the difference this makes to the conversion rate optimisation process.


Travel shoppers react badly to Facebook Like buttons: report

Shatner from Priceline.comConsumers on travel sites had an overwhelmingly negative reaction to Facebook 'Like' buttons, seeing this as a unnecessary distraction, according to a travel usability study. 

The study from Usabilia used 800 participants and looked at the user experience on airline, hotel and travel comparison websites. 

Here are just a few highlights from the report, as well as a couple of infographics based on the data...


The New York Times adopts the Google Labs approach

Google is arguably one of the most innovative companies of our time. A big part of that is that, despite the fact that the vast majority of its revenue comes from a single revenue stream (online advertising), the company has been eager to experiment with new ideas not necessarily related to search.

One of the primary ways it has conducted its experiments in public has been through Google Labs, "a playground where our more adventurous users can play around with prototypes of some of our wild and crazy ideas and offer feedback directly to the engineers who developed them."

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We know the power of one-to-one, but what about its value?

Defining ‘the value of email’ from both a marketer’s and a recipient’s perspective means being able to provide a unique customer experience in every message. 

Some of the responses to my last blog post are spot on: I particularly agree with the comment that customer experience is most important before or after a purchase is made, and another that said we should find out what customers want before launching a product.

Exactly the same is true of email marketing, and that’s the first channel that I want to explore in our multichannel customer journey.

What do users do on travel websites?

What do users do on travel websites?

A few weeks ago, Econsultancy posted a survey on what customers say they want from travel websites.

As the survey outlined, 85% of respondents use the web to research or book holidays, which underlines the importance of the web to the travel sector.

However, there are a few areas where the online user experience on travel sites could be improve, so we decided to take a closer look at what users actually do when booking holidays.


Email marketers need to get back to basics: study

While email marketing budgets and the volume of emails sent has been increasing steadily over the last five years, marketers still need to focus on basics like deliverability and testing to improve performance. 

We have just published our Email Marketing Census 2011, sponsored by Adestra, which surveys almost 900 in-house and agency email marketers.

Some findings from the survey after the jump...


Frequent testing is key to improving conversions: report

Companies who take a more systematic approach to testing and optimisation are reaping the benefits of improved conversion rates, according to the Econsultancy / RedEye Conversion Report

The report finds that companies whose conversion rates had improved over the last 12 months carried out on average three times more website tests than those whose conversion rates had not improved.

More highlights from the survey after the jump...


Our fatal attraction to numbers: Five data-related traps (Part one)

Marketers are adrift in a sea of data. Do we need a bigger boat? Some of the most common online data pitfalls are easy to identify, but hard to avoid. In Part One of this two-part series, we look at why 72.8% of surveys aren't valid -- and the phenomenon of testing against the wrong metric.


Google Buzz: Google's Microsoft moment?

Google isn't afraid of failure. The company loves experimenting and will readily accept failures if they mean it finds success sooner. But if there was any new product for which Google would probably want a 'do over', it would be Buzz.

The Gmail-based social network sparked a user revolt, and a formal complaint has been lodged with the Federal Trade Commission alleging that Google is violating the law and its own user agreements with Buzz. The Office of the Privacy Commissioner in Canada is already looking into Buzz as well.