Archive for the ‘test’ Category

4 Tools To Measure The Effectiveness of Your Web Site

Wednesday, May 29th, 2013

If you’re new to web marketing then you may not be aware of the different options you have for measuring the effectiveness of your web site. There are many different tools out there that measure everything from the pages that people visit all the way down to what sections of a page visitors are focusing on.

Each of these four tools provides different insight into what is happening on your web site. The first two tools should be part of every site. For those looking for deeper information then I highly recommend integrating heat map and A/B testing tools into your site.

Web Analytics

Analytics software tells you how many visitors come to your site, what pages they are viewing, and where are they going. You can view the paths that people follow through your site, see which pages are causing your visitors to leave, and measure the performance of your campaigns. If you have a web site, you need to have a web analytics tool setup.

Google Analytics is a great free option and one of the best web analytics tools on the market. Setting up an account is simple and adding the necessary code to your site requires little to no coding knowledge depending on how your pages are built.

Webmaster Tools

Adding Google Webmaster Tools will give you insight into how Google views your site. With Webmaster Tools you can diagnose problems on your site to ensure your pages are being crawled and that there are no errors with any of your pages. Webmaster Tools also shows you which search queries your site is showing for and how many click throughs your search results receive. Google allows you to optimize what is being crawled by submitting a site map listing. This is something every site owner should do to ensure all of their pages are being crawled. To get started visit Google Webmaster Central.

Heat Maps

Heat map software tells you where a visitors attention is focused on a page. It measures the mouse movement of individuals visiting your site. The combined mouse movements from as little as 50 visits can give an amazing amount of insight into how a page is performing. Heat maps that rely on mouse movement aren’t as accurate as eye tracking but it can give a close approximation of the most important areas of a page.

There are several heat map tools available. Two of my favorite are:

Crazy Egg: For as little as $9 per month, Crazy Egg allows you to measure up to 10 pages on your site for up to 10,000 visits. Crazy Egg was the first heat map tool that I used and have found it to be very effective.

ClickTale: Depending on the type of site that you run and the amount of data you want, you will want to give ClickTale a try. ClickTale is similar to Crazy Egg but where they differ is that ClickTale allows you to view individual visitor sessions. You can go back to a recorded visit and see exactly how individual users are browsing your site. This can be a very effective learning process but it can also be overkill for the average person managing a web site. ClickTale offers a free plan which records up to 400 page views per month.

A/B Testing

Testing applications allow you to setup A/B tests on your site to measure how changes on a page impact visitor actions. Testing is a more advanced practice but it’s one that can have significant results especially if you run an eCommerce site or a site where form completion is important.

Some example of test that you could run:

  • Long form vs. Short Form
  • Text Ad vs. Image Ad
  • Different link text to see what gets more click-throughs
  • Positioning of calls-to-action on a page

To get started, I recommend setting up Google Content Experiments. If you have a Google Analytics account in place then there is no additional code setup required. If you don’t have a Google Analytics account, then you will need to set one up.

Increase Click-Throughs By Over 100% With A/B Testing

Friday, May 10th, 2013

One of the most overlooked aspects of web marketing is link text – those little words we use to link pages together. Not only does link text impact SEO but it also impacts how many people actually click on your links. Do you have text on your site that says “click here” or “learn more” – or better yet just “more”? Ever stop to think about why someone would want to click on that link?

We know that people like to scan content until they find what they are looking for. When you scan through a page are you more likely to click on a link that says “click here” or “request a product demo”? Most likely the latter. But it’s also not just about being more descriptive with your links. You need to take it one step further.

In the example above I used the link text “request a product demo”. What if I told you that changing “request a product demo” to “get a product demo” would increase your click through rate by 100%, would you believe me? Well I can tell you that I’ve done A/B test that have received results like this and more. Changing and rearranging your link text to try different variation can have a huge impact on the number of people clicking on your links.

Now let’s look at the impact this could have on your lead generation programs. We’ll use the same demo link example from above. Lets say that for every 100 people you send to your demo form, 20 people complete the form. In this case, if the “request a product demo” link sends 100 people per day to this form you would get 20 completions per day. Now, change “request” to “get” in your link and consider the impact. By doing this, you have not only doubled the number of people coming to your form (100% increase in click through rate), but you have doubled your number of completions – all else being equal every 100 people complete the form 20 times.

Testing your link text is time well spent. Now go through your site and look for opportunities.