Web Optimization: DR Marketers Are Leaving Money on the Table With This Mistake

by Keith Lovgren on Nov 11, 2015 8:30:00 PM Digital Marketing, e-Commerce

Google recently released a whitepaper showing that two thirds of smartphone owners used their phone to learn more about something they saw in a commercial.

While most direct response marketers are split testing ads, few are optimizing the landing pages that people visit after being exposed to the DR spot.     

Using software installed on a website, traffic can be routed to different variations. Metrics such as revenue, average order value, email signups, etc., for each variation are measured and compared against each other.

Is your website yielding the highest revenue per visitor possible?

The only way to know for certain is to split your website traffic into different segments and show each audience a different experience and measure the results. If you aren’t testing your website, you are almost certainly missing opportunities and revenue.

Example Results - Purchases increased by 17 percent when website visitors were shown the page with the testimonials. Average order value increased 12 percent.

In this image, half of the traffic is shown product testimonials to gauge their effectiveness in increasing purchase and average order values.

This process of split testing website traffic is largely referred to as conversion rate optimization. Recently though, because the winning effects can be transferred to other channels, the term has morphed into market optimization and growth optimization.

Every good experiment starts with a hypothesis. If we change x on our website, we’ll have a y effect. By proceeding in this manner, when a test is complete there are clear learnings—win or lose.

In the example above, the hypothesis stated that by adding customer testimonials visitors are more likely to purchase the product.

As testimonials did increase purchases, this learning can be passed to other channels such as email marketing, as well as inform future marketing efforts.

However, if the experiment had not shown an increase in purchases and a follow-up experiment with different testimonials also failed to increase purchases, the marketing team would have data to back their decision to not take up valuable time and space with testimonials.

In the past, conducting landing page tests was a burdensome process that involved heavy coding. In the last few years, software platforms have popped up that make carrying simple split tests as easy as installing a single line of code on Web pages.

Get testing, marketers and beat your competition to the finish line.
Photo by ponsulak/FreeDigitalPhotos.net

Keith Lovgren is Strategic Director at DataInclusion.com.



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