Landing Page Testing: Choosing Between A/B Or Multivariate Approaches
Oct 14, 2009 at 3:21pm ET by Daniel Waisberg
There are quite a few testing techniques available in the market. In this post I will dwelve into the two commonest testing methods: A/B tests and Multivariate tests. What is the difference between them? How can you choose which one best fits your needs?
Filed in: Google: Website Optimizer, How To: SEM, Search Marketing: Landing Pages
A Primer On Website Testing
Sep 19, 2009 at 5:08pm ET by Daniel Waisberg
Search marketers can learn a lot from scientists. Scientists spend their life testing things, one after the other, incessantly trying to discover new interactions between atoms, molecules, viruses, bacteria, etc. One of the greatest scientists of all time, Albert Einstein, said, "A theory is something nobody believes, except the person who made it. An experiment is something everybody believes, except the person who made it." Want everyone to believe in your website? "Experiment" with it—in other words, test it and tune it for optimal performance.
Websites are laboratories, not sculpt [...]
Filed in: How To: Analytics, SEM Tools: Web Analytics, Search Marketing: Landing Pages
How To Construct Rational Landing Page Tests
Aug 26, 2009 at 1:42pm ET by Scott Brinker
All landing page tests are not created equal. What you test on your pages—and what you learn from those tests—can better inform tactics and strategies throughout your entire marketing program. Here are four kinds of landing page tests that can help you learn about your market.
Beware butterflies and magic bullets
How much can you learn from landing pages?
Some landing page optimization experts will warn you about reading too much into the results of a particular landing page test. There are often multiple factors at play in a given experiment, and it can be difficult to pr [...]
Filed in: How To: SEM, Search Marketing: Landing Pages
8 Dimensions Of Excellent Landing Pages
Jul 16, 2009 at 1:22pm ET by Scott Brinker
Are your landing pages feeling tired? Is your conversion rate stagnant? Not quite sure what to try next? To re-energize your post-click marketing, it can help to step back and evaluate your approach from several different perspectives.
Here's a quick exercise, the Landing Page Wonder Wheel—as in, "I wonder how to improve my landing pages?"—that can give you fresh inspiration.
The Landing Page Wonder Wheel consists of eight dimensions on which you rate your current landing page creative and management capabilities, on a scale of 1 to 10. A 1 means you're not doing very well there, [...]
Filed in: How To: SEM, Search Marketing: Landing Pages
Post-Click Marketing For Search Marketers
Feb 22, 2009 at 5:16pm ET by Scott Brinker
Over the past year, the term "post-click marketing" has come up more frequently in search marketing discussions, especially in the context of improving conversion rates and overall search ROI. At SMX West earlier this month, Gordon Hotchkiss of Enquiro unequivocally declared that post-click marketing moves the needle for their clients more than any other aspect of search marketing.
So what exactly is post-click marketing and how can you leverage it in your search marketing program? Here's a brief introduction.
Post-click marketing > landing pages
The simplest definition of post-cli [...]
Filed in: Features: Analysis, Search Ads: Behavioral Targeting, Search Marketing: Landing Pages
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