Optimizely has a solid list of 71 different website testing ideas – check it out here. (Side note: this content has existed for a long time, but they recently re-shared it with me. Re-sharing solid blog content like this is a great nurturing tactic!)
I have tried a number of these 71 tips with varying levels of success. Below are the top four that have worked for me. What works on one site may not work on another, users’ behaviors change over time, and mobile will have totally different success than desktop (and don’t even get me started on tablet.) So even if you’ve tried some of these before, it’s worth considering retesting at some point.
Here are the four most successful testing tactics that I’ve found, as listed on the Optimzely blog post:
“Buy Now? Purchase? Checkout? Add to Cart? Change the call-to-action (CTA) text on your buttons to see which word or phrase converts more visitors.” I’ve had success with this sort of a test every time. You never really know what a visitor is hoping to see, and different CTAs on particular pages may improve conversion too. Matching CTAs with on page content often is helpful.
“Test multiple CTAs per page against one CTA per page.” I sometimes joke that every other line of copy should be a CTA button… that’s extreme, but having different CTAs in different places on the page may help a visitor find the ‘thing’ that entices them to move forward in your funnel.
“Test different types images on your landing page. People versus product is a good place to start.” Sometimes this fails for me, but recently I’ve had good success. Always worth a test, but sometimes the results are so small there is no statistical significance. Big tests are often better here, so I’d start with huge differences in images before testing if the female customer beats the male, etc.
“Test removing navigation to any pages outside the checkout funnel.” I call this a prisoner page, and it works for SEO and other bottom of the funnel pages… but it can also backfire if someone isn’t ready to commit. Sometimes adding high conversion navigation links (vs. what you may have on your regular site nav) can help the prospect find out more info, but also stick to pages that convert, keeping the conversion rates high.
A few of my tweets from Q4 2014 got some traction (what I mean is that Buffer shows that they had a decent click volume).
In no particular order:
Not sure this will be good for productivity: Facebook Wants to Move Into the Office http://buff.ly/1FaYm2e via @
Squirrel cuts off power to part of Silicon Valley http://buff.ly/1FjNGyg via @ Do rodents hate Apple?
I don’t love this UX icon, but hey, it exists: http://buff.ly/1x1rWpt Brief History of the Hamburger Icon
Really funny take down of staffing at a cutting edge ad agency: http://buff.ly/1ABcoLI
I recently discovered how to review other people’s bit.ly links, which is really cool if you are stalking someone or if you are trying to understand the social reach of someone.
To see the number of clicks that a bit.ly link has you:
Add a + to the end of the link and go to that URL.
So, say that you want to see how many clicks a Kourtney Kardashian post gets. Take the bit.ly link, like this one, https://bitly.com/1rFgrhH and make it this: https://bitly.com/1rFgrhH+
I’ve really dropped off tweeting recently, and have reduced my use of twitter even more. For some reason, I’m just not spending a lot of time reading tweets or looking for interesting content.
I can’t tell if I’ve changed, if Twitter has jumped the shark or if I just need to refresh the list of people I follow. I keep a tight list of people who I closely follow using Tweetdeck, and I wonder if some of the people who I follow most closely have reduced their twitter use? It’s just hard to tell.
So, I’m a bit of a personalization junkie, especially when it comes to email marketing and lead scoring. For whatever reason, I find that stuff really fascinating.
My wife recently put on an informative webinar on how data science can lead to lasting customer relationships. Since it was totally great, I’m sharing it here on my blog!
The most interesting point, I think, is that segmenting on customer behavior can yield even better results than on product. In particular, hitting discount shoppers when there is a clearance sale vs. new product lines (at premium prices) to high value shoppers… makes a lot of sense!
One of the first things I do when I start a consulting project with a company is work on dashboards – What are the KPI’s and how are they being measured/tracked/presented. Do the decision makers have constant, in-their-face access to the metrics they need to make decisions.
I intend to write a longer post on dasbboards for direct marketing, but for now I’d like to share a great post on data presentation tips:
7 Data Presentation Tips: Think, Focus, Simplify, Calibrate, Visualize
Avinash Kaushik is a data guru and a data driven marketing thought leader. You should follow his blog!
Lead nurturing/keeping signed up users engaged is critically important, and since I’ve been consulting it’s been a recurring theme to my work with clients. Getting customers into the top of the funnel is only part of the game; keeping them engaged is the other half of being successful with a SaaS product and with any sort of a lead funnel.
I really enjoy setting up touchless sales nurturing programs. Today there are a few really great services that help marketing teams carefully, and automatically, keep users coming back to a service or moving along within a longer sales funnel. I came across a great piece on user engagement and it got a lot of Twitter love.
In addition to the various channels the author mentions, I’d add that using a personalization layer is key to keeping users from opting out of your nurturing program. Every single time I’ve ever tested a personalization layer, the message with personalization has out performed. For example, at Boundless, adding info about the subject matter that a student was studying, or their school name, etc resulted in better response rates, better engagement rates and happier users.
The best thing is that tools are out there to automatically help a marketer use personalization. There is really no reason to still be using a blast, one size fits all nurturing program if you are at scale.
I came across a great piece of content by a UI expert on tips for improving on page performance – both user experience and conversion.
One of the ideas that really resonated with me was on presenting a recommendation on the pricing page. I’ve had success with this idea in the past, but the way this was presented was novel to me and I really want to try it now:
The paradox of choice is a real effect – people get overwhelmed by too many choices. (Although here is a nice critique of the hypothesis – a little choice is a good thing, which is pretty obvious.)
The thing I like about this design idea is that the recommend price is displayed in a very different way than the other choices. I’ve seen things where one price has a little banner over it or is slightly larger, but making the entire placement and design of the highlight choice different is really smart. Now I want to try it!
I thought everyone knew that Google killed the spam comment SEO trick. It seemed to me like the volume of comment spam had gone down over the past 6 months or so, but I’m noticing a lot more of it all of a sudden… including these gems promoting prom dresses:
The one that really surprised me was the last one, because it was disguised as a link to Sears – for half a moment I thought Sears had hired a spammy SEO consultant!
The term “growth hacking” has kind of jumped the shark. But something I’ve really noticed since I’ve been consulting with a number of companies is that my marketing consulting looks a lot more like product consulting. Understand what people are doing with a product, figuring out which actions make a good user (as in establishing KPIs), getting my arms around what causes a person to not be retained (sometimes it’s a channel problem, sometimes it’s a product issue)… that’s what I’ve been doing with my marketing consulting.
I loved this piece on TC by Justin Caldbeck. This quote, from the end of the article, really hit home:
The problem right now is that many companies seem to be operating under the total misconception that growth fixes all. That leads them to bring on self-proclaimed “growth hackers” who rapidly acquire more customers through spammy viral techniques, but when those customers don’t engage, or — worse — have bad experiences and tell their friends about it, that growth curve crashes. By that point your growth hacker is on to his or her next gig, and you’re left with what you had to begin with: a product that either hasn’t found its audience yet or hasn’t yet given people a reason to engage with it.
So if you’re thinking about hiring a growth hacker, find someone who’s a great product person and who really knows user experience and understands user value, not just someone who knows all the tricks to ratcheting up your growth curve.