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For customers, I might stress a convenient site map, larger search box, a referral offer (such as ?Twitter this? or ?email a friend?) and perhaps even some personalization such as offers tailored to their account. Start brainstorming by asking your customers!
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 92-94 | Added on Tuesday, 14 May 13 12:59:48
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I?d also strongly recommend doing separate tests for pages that are most popular with first-time visitors versus pages popular with current customers.
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 89-90 | Added on Tuesday, 14 May 13 04:47:00
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I?m continually shocked by the number of marketers who use the same exact landing page for a wide variety of campaigns or even widely varying PPC keywords. Relevance helps conversion
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 86-87 | Added on Tuesday, 14 May 13 04:46:40
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- Segmented landing pages
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 85-86 | Added on Tuesday, 14 May 13 04:46:34
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If you have competing divisions or product lines all of whom want their fair share of the home page, suggest testing a page design that focuses on helping visitors swiftly review all options and click on to the perfect internal destination for their needs. Often this may be a vertical list of text links (sometimes with accompanying buttons), instead of a collage of competing promotional graphics posted all wherever your site designer could find room for them. (BTW: For more information on B2B home pages in particular, I suggest you review MarketingSherpa?s B-to-B Website Home Page Design Research Study of 2007 which I was personally involved in and can recommend highly.
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 81-85 | Added on Tuesday, 14 May 13 04:46:28
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If your traffic mix is mainly current customers ? and you have a way to monetize their visits ? then gear your home page around that assumption, with perhaps one corner reserved for a special offer for newbies (it can even be labeled ?First-time visitors?) with perhaps a site tour, or product intro hotlinks,
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 79-81 | Added on Tuesday, 14 May 13 04:45:53
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If your homepage traffic mix is mostly new visitors, you may want to test focusing 90% of the design on converting them. As an example, look at Classmates.com, Netflix.com, or even Facebook. The home page is geared nearly solely to gaining new registered users or trial customers. Current customers get a tiny log-in area in an inconspicuous spot, and that?s that.
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 76-79 | Added on Tuesday, 14 May 13 04:45:43
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Depending on how well known your brand is and how much you advertise your brand name, especially offline, your home page may get loads of first-time-visitor traffic or it may only be visited by current customers and partners. Prior to testing, review your analytics and marketing campaigns to determine what type of visitor is in the majority. Then, get approval from all involved departments to set a single primary and secondary conversion goal for the page. This probably will be painful.
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 73-76 | Added on Tuesday, 14 May 13 04:45:28
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Home Page
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 73-73 | Added on Tuesday, 14 May 13 04:45:11
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Benchmarking studies have shown typically visitors who use your site?s internal search box may be measurably more likely to convert than other visitors are. Therefore, if you invest in optimizing the layout, design and results shown on that page, it?s probably money well spent.
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 69-71 | Added on Tuesday, 14 May 13 04:45:00
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Search results page
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 69-69 | Added on Tuesday, 14 May 13 04:44:52
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Some of the pages I?ve noticed are consistently on many marketers? best performing pages lists are:
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 68-69 | Added on Tuesday, 14 May 13 04:44:49
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Next look up the pathway that the money comes from. This means conducting regression analysis on your best customers and/or most highly qualified leads. What traffic source did they originally come from? Where did they enter the site? Which pathways did they take through your site? Which touchpoints did they convert via? These entry pages, pathways, and touchpoints are already proven winners, so they?re absolutely worth investing more money in to test and optimize further.
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 63-66 | Added on Tuesday, 14 May 13 04:44:20
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Your best marketing prospects are people who?ve made it almost to the end of your conversion process ? before they dropped out.
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 59-60 | Added on Tuesday, 14 May 13 04:43:57
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Priority A. Start with the money
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 59-59 | Added on Tuesday, 14 May 13 04:43:40
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I recommend you chose pages to be tested in the following order of priority:
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 58-58 | Added on Tuesday, 14 May 13 04:43:29
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#4. Long-term Value of Conversion
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 51-52 | Added on Tuesday, 14 May 13 04:43:13
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#3. Estimated Immediate Value of Conversion
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 41-41 | Added on Tuesday, 14 May 13 04:42:42
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You?ll need this as a baseline when considering testing, if only to see how badly you need help ? and thus what the potential upside of testing that page could be.
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 40-41 | Added on Tuesday, 14 May 13 04:42:38
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#2. Current Conversion Rate
WorthTesting1 - es6.mike@gmail.com - Your Highlight Location 39-39 | Added on Tuesday, 14 May 13 04:42:28
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