Many savvy online marketers understand that multivariate testing can affect the success of any online acquisition campaign — and simple changes to landing pages can increase online sales.
Today’s consumer is proving to be increasingly elusive. The multiplication of channels and the fragmentation of audiences have driven two imperatives for marketers online. The first is to better identify potential consumers in the funnel early and attract them at the appropriate time. The second is to ensure that your Web property (site, landing page,…
Web site optimization firm Optimost says it has enhanced its targeting capability to allow it to track the physical location and related attributes of any Web site visitor, and use that information to tailor specific Web content to different regional audiences.
Virtual tours and site demos are among the most expensive Web design flourishes any site can create. While they may provide some value to the most Web-savvy visitors, they also can pack the most potential for lost business. Even in the age of cable modems, high bandwidth tours and online tutorials can wreak havoc on a customer experience. Sure, it may give you a high-end appearance, but what if the download freezes your customer’s computer? What if a separate pop-up box causes the customer to lose track of your homepage? Many of the more elaborate Web design elements can do more harm than good
Remember that 9th grade history book where all the material that would be on the test was written in boldface type? We are conditioned at an early age to seek out the key information in any media. Web retailers can make an enormous impact on sales by leveraging that human tendency to distill enormous amounts of information down to a few key phrases. Is something on the site FREE? Can shoppers WIN A CONTEST? Are PREMIUM ITEMS ON SALE? Judicious use of boldface type can be one of the most powerful tools in online retail sales, and it can take literally seconds to implement
Cut your instructional copy in half. Having too many words on a Web page is retail suicide. It's 2005; people don't need a dissertation explaining the intricacies of your registration process. Providing instructions on how to operate basic navigation tools or redundant copy describing your rationale for organizing category listings in a particular manner diverts the attention of consumers who are shopping online because they are busy and seeking quick gratification. —excerpt based on research by Optimost, a NY-based technology & services company specializing in online multivariable testing, www.optimost.com
Web retailers can make an enormous impact on sales by leveraging the human tendency to distill large amounts of information down to a few key phrases by putting these key phrases in boldface type, notes Mark Wachen, CEO of New York-based Optimost, a technology and services company specializing in online multivariable testing. Judicious use of boldface type can be one of the most powerful tools in online retail sales, says Wachen. And it literally can take seconds to implement on a Web site.
If you want online shoppers to "click here," tell them to "click here," advises Mark Wachen, CEO of New York-based Optimost, a technology and services company specializing in online multivariable testing. According to Wachen, Web retailers make two common mistakes with their navigation buttons: They try to get cute with buttons that read, "your path to savings" or "follow me" because they want to be unique, or they make the buttons too small, too hard-to-find, or too unusually designed so it's not clear they are supposed to be clicked on in the first place. By changing its navigation buttons from "Get X Now" to
By Ken Burke A new world of possibilities for a reliable, old tool. Sometimes old tools are the best tools. Recently, online merchants have been turning to A/B testing to refine their online messaging, increase the effectiveness of their offers, improve usability, and boost sales. Long a staple in the direct marketing industry, A/B testing has become a powerful ally of the online marketer now that it can function in concert with e-commerce marketing and analytics applications. Its simple, logical approach to testing and refining even highly subjective variables is perfectly suited to the Web environment, though it predates the Web and even the