13. Finding Things to Test
“Quick Guess” or “Best Practice”
• Headline
• Call To Action
• Buttons
• Images
• Compelling Offer
• Guarantee
• Testimonials
14. Finding Things to Test
Objection vs Counter Objection
Objection Counter-objection
• Don’t trust your company
• Don’t believe in product
• Don’t understand
• Too risky
Where to StartWhen deciding where to start, a great place is finding your top landing pages. These are where you can get some quick wins. So log into Google Analytics and look at the Top Landing pages for the last month. Then look at the source of the traffic for those landing pages. Then go and retrace the steps of the people who have just arrived at your Website. Can you tell what they are thinking. Is that compatible with what you want them to be thinking. Would be good to get an example on this one.Which Pages are Costing you Money MK ZEndWhen deciding where to start, a great place is finding your top landing pages. These are where you can get some quick wins. So log into Google Analytics and look at the Top Landing pages for the last month. Then look at the source of the traffic for those landing pages. Then go and retrace the steps of the people who have just arrived at your Website. Can you tell what they are thinking. Is that compatible with what you want them to be thinking. Would be good to get an example on this one.Why Landing PagesThe best place to start are the pages that are getting the most traffic. You’re landing pages. Landing pages are the places that people arrive on your Wbesite first. They generally make a decision on whether to stay very quickly. So for those pages you need to know, what the intention of that visitor is when they arrive at your site.If it’s you’re home page you want to tell them exactly what you do as quickly as possible. You need to make sure the they know that they’re in the right place. Then they can take the next step.The ideal thing would be to have a single landing page for each traffic source.Top Landing Pages report in Kentico - Web Analytics
Shopping Cart Abandonment can be a major problem for many Websites. People start their shopping journey but bail out before completing it. There are 2 things we need to know here.What point are they dropping outWhy are they dropping outTo find out what point they are dropping out we can use Google Analytics funnel to track. The problem with Kentico is that the when you go into the ShoppingCart the URL stays the same. The way to get round this is to add a little piece of google analytics tracking code to the pages. It then logs the individual pages as pageviews.Retargeting SK ZEndSome call it content personalization, some call it behavioural marketing while others call it triggers. It’s all about trying to get that person who had been to your Website but not completed to come back and complete. This is a process that can really boost your income.
Usability Testing MK ZendUsability testing provides one of the biggest opportunities to identify things that can be improved in. There are a couple of companies that do it and it’s pretty reasonable. What Users Do are one company. You sign up, get people to test and then playback a video of them using your Website. You’ll see them and hear them commentating on the issues that they’re having. This can even be done on mock-ups, before you’ve invested heavily in building a new design.
Objectionvs Counter ObjectionThe other option is to actually try and focus on the customer and understand what their objections are to the your product, your service and your sales pitch. Then work on counter objections to these. Because what’s happening is that that you start making it more like a face to face conversation. When one of your sales guys is sitting across from a prospect their reading his bidy language, he knows the questions that are goingt o get asked. And he has all the answers ready. If you don’t know what your customer is thinking on your Website and you don’t have the answers then you’re going to fail.Difference Between Face to Face + Online ZNK MiddleOne of the biggest differences between selling online and selling face to face is that you get to see and hear the customers objections when you’re face to face and you can respond immediately. This is the reason that you need to have the answers to all your customers concerns. Before they go off and find them elsewhere.
Designing Challengers SK ZEndAlways use mock-ups to design your challengers, Then you can ask people to review the redesign before putting it into design and development. This gives you a chance to run it by a few people. Preferably customers. No Hippos. Ask them what they think of it.Read Conversion Rate Experts SEOMozmockup
Difference Between A/B and Multivariate Testing MK MiddleWhat you should do is first use A/B testing to get the page structure and usability correct then move onto Multivariate testing to refine the message. With multivariate testing you can test the headlinges, butllet points, images. You’ll be able to see which combination of these returns the best results.
