This is nothing new to the world of science and engineering. In fact, testing comprises the entire practice of these disciplines. So, to avoid defining a wheel (a sort of circular, smooth object supported on the inside? carries weight somehow; balances . . . let’s save this for a part 2), let’s look at the steps of the “scientific method” – the same one we all learned about in 4th grade:
This is a bone-crushingly simple and effective testing strategy that will work for any site. Let’s work through this as a short exercise, say, for example with a landing page that isn’t converting.
Our testing subject: A landing page that isn’t converting.
Why isn’t the landing page converting?
Do background research:
A simple Google search here will bring us to thousands of people yapping about improving conversion rates on landing pages. Here’s where we need to be careful – this is an idea-gathering phase. Try not to be overly focused while doing this – the ideas might be too big or too small. I found some general themes about non-converting landing pages:
Now you would look at your very own stinker of a landing page and generate some ideas about why it might not be working. Depending on your research, you might decide on a complete redesign, or you may try to change only a few aspects, e.g. re-doing the lead capture form or updating the headlines.
Your hypothesis will determine the scope of your test. A complete redesign may require design assets, wireframes, imagery, etc., while changing some elements on the page could be accomplished with a tool like Unbounce.
If you decide that your landing page needs a redesign, your ‘hypothesis’ would read something like this: Our landing page isn’t converting because the design is clunky, outdated, and difficult to scan. Our users probably can’t even tell what the page is about.
This stage of the testing process is where you can get funky – if you’re scrapping your entire landing page, now’s the time to try some radical design variations you may have had in mind. Feel free to ruthlessly copy other landing pages that look good; figure out what everybody else is doing and think about what you like and don’t like. Try some things that might seem silly or too far – it’s just a test.
Even if you’re doing a complete redesign, you’ll need to use an a/b or multivariate site testing tool. Optimizely, Unbounce, Google Analytics, etc. The particular testing tool will be different depending on what you’re testing – most tools are replaceable by others.
This is pretty straightforward – which test variations got the best results? eCommerce and lead gen web properties typically only have one or two goals, so there isn’t much in the way interpretation that you might be doing.
Communicate your results:
If that’s what you really want to do . . .
With all of that said,
Testing works as well for solving basic landing page issues as it does for addressing usability issues, information architecture concerns, and validating high level marketing strategies. These are the same steps and concepts that we use to find out whether Coke would dissolve a tooth if left overnight and other essential medical truths. Testing is a process that we use to answer important questions and hopefully find effective strategies. And when you’re through with all of that, you might even have something they call knowledge.
]]>I know, I know – you’re tired of hearing about how important mobile is to consumers. You get it! Mobile consistently remains absent from most yearly strategies. Most businesses see mobile as a channel or medium that’s a standard function instead of a human-centric user experience. Year after year, as number of people who own and use mobile devices continues to increase, it is vital that business reevaluate their mobile efforts.
Your business’ mobile experience doesn’t live in a silo. Thus, it is important to think about mobile as it relates to your customer’s journey. Should mobile be the first touch-point on a more complex customer journey? Will a mobile friendly site be enough? Or does your business and customer require a more robust app?
User generated content (UGC) already takes a special role in your business whether you know it or not. 2015 is the time to focus on curating and encouraging meaningful content. Whether the focus is reviews, communal blog posts, engagement via social media or igniting a Reddit community, now is the time to pay attention. Consumers consider UGC 20% more influential and 35% more memorable than branded messages. They also are 50% more likely to find UGC trustworthy as opposed to branded advertising.
They say content is king, but placing content without a compelling story isn’t going reach consumers. Take a look at your content strategy and identify how you’re telling your company’s story. Industry leaders say that content marketing is becoming overhyped – but we believe that’s because it’s rare to find an organization that does it well.
Find what’s interesting about your organization and start there. Build an entire campaign around an interesting idea, theme, or concept and you’ll have a compelling story that consumers relate to in no time.
Most eCommerce businesses never run a test on their pricing. While it’s a safe assumption that most customers always choose the lowest price, it’s simply an assumption. Studies have shown in certain merchandising situations consumers are more likely to choose a higher priced item.
Throughout 2015 run a few pricing tests: remove the dollar sign, feature products that end with 9, create decoy bundles, and place price anchors on landing pages.
The 2014 holiday season isn’t over yet, but it’s never too early to put some attention on next year. This year Black Friday / Cyber Monday mobile sales were up 28% this year. Not only does this make a bigger case for #1 of this list, but it also further shows consumers have even more options. Outline your holiday strategy now and tailor it throughout the year, so your store has the infrastructure to stand out.
]]>A decade ago, if you wanted to learn more about a product or company, you had to turn the volume up on your TV or Radio.
Today, you can learn more about the product, the company, the company’s founder, the company’s founder’s neighbor, and what that neighbor had for dinner last night, all with the few swipes on keyboard or smart phone.
With a wealth of information available, and a worldwide consumer base that is plugged in to that information, companies have begun to realize that, if they provide valuable, engaging information users will flock to it.
This allows a company to demonstrate their expertise, knowledge and/or value, before they even try to sell their goods or services.
This is simple. Provide people with engaging and valuable content.
Have a plan.
Create a content strategy. Think about what you want to say, when you want to say it, and where you want to say it. And finally, identify your target audience.
Provide valuable information.
But here’s a hint: The valuable information you provide isn’t that they should buy your product or use your services.
Strong content marketing is, in a way, altruistic. Help people. Teach them something they didn’t know or, better yet, needed to know. And they will begin to trust you and your brand.
Engage.
Engagement means a lot of different things to a lot of different people. But to me, it means, be interesting. Value is great, but boring is boring.
In terms of the content itself, speak with an authentic voice. Allow yourself, and your brand, to have a conversation with your audience. This will lead to a more enriching experience for those who interact with your brand and, in turn, will begin add value to your brand.
And finally, keep it short. Humans have attention spans that seem to be dwindling by the second, so make sure to keep everything you do, or say, brief.
With that final thought in mind, I’ll turn it over to you. What are other ways businesses can leverage content marketing to grown their brand?
]]>As with just about any other project in the whole world, the final stages of a project are the least motivating. 95% of the site is done. It looks great! The only thing left is some nitty-gritty details. We slog through the final details and get the site launched, which is an exciting moment for everyone. And then comes the warranty period — that period of time where we feel finished, but we really aren’t quite. We are on to the next exciting project kick-off, and it is a true act of discipline to get our minds back into the launched project and bring those final bugs and details to completion.
From the merchant’s perspective, they are weary too! Projects like these take a lot out of everyone involved! But their perspective is a little different – they are culminating a project into an end goal. They will be naturally far more excited about the end then we are. For them, it’s a bit like a mother giving birth — it was tough, but the end result of a baby made it worth it for her! Their questions are about how well the new site is going to perform, and they are as proud as we are about the new solution. It often comes with significant efficiencies to their former system, so they are getting into the groove and getting more done. But there are always some nagging issues to clean up during the warranty period. These issues end up being a major concern for a client if they are feeling uncertain about whether their agency will get to them prior to the warranty period end. Their concern is being left holding the ball on an incomplete project due to the technicalities of the warranty ending, or worse, because the agency wasn’t responsive during this period of time.
This is the back door of any agency – the last impression while the merchant decides if they will continue to work with the agency. They are on high alert – they want to make sure they have a solid, complete project before they close out this stage of the relationship.
For these reasons, I say the warranty period is TWICE as critical as any other part of the project. I don’t mean go and bollocks the rest of the project, but definitely don’t fall to sleep at this point!!
What this does mean:
What this doesn’t mean:
Merchants who work with agencies put a lot of trust in them by signing on the dotted line! We have a lot of power to do them good or harm, which is something we all must take very seriously. While we have the lives of our families and employees to look after, the merchant is in the same place. A win for an agency should come from a win for the merchant, and vice versa.
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