If you have not yet devoted any time to trying to optimize your web experience, let me suggest you get started. There is no reason to be intimidated over the thought of heavy statistics or complex software. You can get started very easily and at little cost by doing a very simple yet powerful test: A/B splits. Here is a recent article from ClickZ that describes what this is. I can’t recommend this enough. It is often surprising to clients how much difference a subtle change on a landing page can make. And your landing pages are funneling all your paid traffic to you, so improving them drives up the ROI on your PPC, thus allowing you to spend more on Google, which in turn drives more traffic.
So how do you get started? Sit down with a member of your web development team and lay out a few things you can test. Examples include making a call-to-action larger, changing the color of the submit button or rearranging the layout of the page. Setting up the test should be fairly easy for them, but if they are unsure there is a free application by Google called Website Optimizer to help you do this. Now you have no excuse, so get on it. You will be glad you did.
February 25, 2011 at 1:08 pm |
[...] For specific help getting started, see my post on Google Optimizer. [...]