MULTIVARIATE TESTING &

CONVERSION TWEAKING

TIPS FOR TWEAKING AND INCREASING CONVERSION

PUBCON LAS VEGAS

NOVEMBER 11, 2010

@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938

IDENTIFY PROBLEM AREAS

Use Google Analytics to find leaks in

the funnel
Look for high bounce rate
If youre an ecommerce site, be sure to set
up ecommerce capabilities

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ONE COMMON CULPRIT:

THE HOME PAGE

Home pages are the most trafficked page

on the site
Often the page that ranks most in search
engines
Often the page with the highest bounce
rate
Too many choices on a home page
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HOW TO ADDRESS HOME PAGE BOUNCE

RATE

Look at the keywords that drive traffic to

the home page
See what content appears on the home
page that mirrors those words
Adjust content to reflect those terms

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CASE STUDY: ALLEGIANCE

Sold four types of products

25% of traffic to the home page came
from keywords for a whistleblower
product
No content on the home page reflecting
the whistleblower product

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CASE STUDY: ALLEGIANCE

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DETECTING THE ORGANIC KEYWORD

<?php
//detect referer
$referer=$_SERVER['HTTP_REFERER'];
//get the query
$query= $_GET[q];
//reformat the query
$query= str_replace(+, , $query);
//determine if query is one of our chosen keywords
If (strrpos($query, whistle)>0) {
$chosen=y;
} else {
$chosen=n
}
?>
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BE SURE TO COOKIE THEM TOO!

You can use the cookie throughout the

site in multiple ways:
Customize other content throughout the site
Pre-fill forms

Consider a global cookies include.

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ADJUSTING CONTENT BASED ON ORGANIC

KEYWORD
Tip: You need a way to track this page version vs.
others in Google Analytics. Consider changing title tag
based on keyword.
<?php
If ($chosen==y) {
echo <title>Allegiance: Whistleblowing
Software</title>;
} else {
echo <title>Allegiance Software</title>;
}
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USING GOOGLE WEBSITE

OPTIMIZER

@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938

THINGS TO TEST

Form on every page

Button colors
Page layout
Titles
Copy
Images
Video

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CASE STUDY: WEBSURVEYOR

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SEGMENTATION

@SEARCHMOJO
SEARCH-MOJO.COM
800.939.5938

CONVERSION PATHS

Landing
Page

Initial Landing
Page
Option 1

Option1a

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Option1b

Option
2
Option
2a

WHY CONVERSION PATHS?

Segmentation
Provide specific offers to specific types of visitors
Qualification
Ensure that the leads you are getting are more
qualified
Gain Partial Data Over Time
Learn from visitors as they progress through a
conversion path
Improved Conversion Rates

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EXAMPLE: RAXCO SOFTWARE

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EXAMPLE: RAXCO SOFTWARE

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EXAMPLE: RAXCO SOFTWARE

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CONTACT
Janet Driscoll Miller
jmiller@search-mojo.com
800-939-5938 x101
LinkedIn:
www.linkedin.com/in/
janetdriscollmiller
Twitter: @janetdmiller
Facebook: www.facebook.com/
SearchMojo
#PUBCON

www.search-mojo.com/presentations/
PubconVegas2010-2.pptx