So long Website Optimizer....

....and welcome Content Experiments!
I received an email from Google yesterday confirming that as of August 1st, 2012, Google Website Optimizer will disappear and be replaced by new functionality in Google Analytics - Content experiments.

If you're into Conversion Rate Optimisation (CRO) and website testing (and if you're not you should be), then this is great news. Google's recent will to provide a better integration between all of its free tools now gives you the ability to manage your content tests/experiments directly from your GA interface.

As you can see from the screenshot below, the new service can already be found under the Content > Experiments menu in your standard GA interface:

So now you have no more excuses not to run tests to improve your website's performance, whether it is a simple A/B test or a more comprehensive Multi variate test (MVT). Read more on A/B testing >

Design vs conversions - finding the right balance

Recently I've been working more and more on conversion optimisation, and the impending launch of a new website has made it clear to me that the best design is not always best for conversions and lead generation.

As I don't want to upset any web designers here, please let me explain what I mean in more detail.

No conversions = no business

For most businesses, conversions on a website mean revenue, hence the importance of always trying to optimise your pages. Conversion rate optimisation, through A/B or MVT tests, will help you achieve better conversion rates and assess which calls to action work best with your customers.

Beware of assumptions

While working on a website relaunch in the past few months, I made a lot of assumptions as to what would/should convert and how to use the real estate on the web pages. I've got to admit that original results where not as good as I expected.

I had made the classic mistake of thinking that the most attractive design would always convert better. As it turns out, and as proven by CRO, sometimes a more subtle approach with less visible buttons for example can have a dramatic impact on conversions.


Design still matters

Now don't get me wrong, what I'm saying here is not that design is not important. It is obviously crucial for a business to have a nicely designed site that will appeal to its core customer target.
However, decisions on conversion elements of a page such as calls to action or buttons should not be made on look and feel only.

The right conversion / design balance

The trick here is to make sure that your site not only looks nice but also converts. It is all about finding the right balance between good design and conversions, and this can only be achieved if the teams working on the site work together: design and marketing working in harmony and testing for conversions on an ongoing basis.

So next time you review your site, think of design and conversions as 2  things working together as opposed to one element leading the other.
If your design is good and has been optimised for conversions, then your whole business will benefit.

Conversion rate optimisation...or how to help your website achieve its full potential (and more)

In my day to day activities as an online marketer / seo I work across a range of activities, but one of the most interesting thing I worked on recently has to be conversion rate optimisation.

What is conversion rate optimisation?

To put it simply, it is the strategy put in place to help your website perform better in terms of leads, sales and conversions. This can be a simple change of layout in a form, a change in copy (eg a different button on a key conversion page) or an extremely complex multi variate test (MVT). All the these elements and ongoing tests can dramatically improve the output of an ecommerce website or how many people convert into purchasers for example.

Why use conversion rate optimisation?

No matter how well your website is performing, never assume that you can't improve your conversion numbers. As with everything else in life, there's always room for improvement, and a good conversion rate optimisation strategy will help you test your website on an ongoing basis to make sure you get the results you should.

Where to start?

• Step 1 - get your analytics right
  If you don't have accurate data from your website, make sure to identify key metrics for your business. This will give you a point of comparison when implementing tests and changes.
• Step 2 - identify the key conversion pages on your website
  This could be your homepage, a lead submission page, your sales funnel pages.
  
• Step 3 - set up an initial test
  Once you've got data and key pages, make a decision on which page you're going to test first. For beginners, I'd recommend setting up a basic A/B test where 2 different versions of a page are shown to users. The version with the highest conversion will be the one that you should use.
• Step 4 - Measure results and adjust
  When your tests are completed, compare results with your key metrics (decided in step 1) and change your website accordingly.
  
• Step 5 - set up advanced tests
  Once you are familiar with basic tests, consider doing some more advanced tests - multi variate tests. This consists in displaying different elements of a page to users and measuring which combination of elements work the best (different fonts, colours, copy, calls to action, buttons)
• Step 5 - carry out regular tests
  Plan regular tests and improve your website on a regular basis

What tools do I need?

There are a lot of tools that can be used for conversion optimisation, and a lot of agencies offer a range of services for business looking to improve their conversions. What you use will depend on how much money you want to spend:

• You have budgets to spend
  

If you have a decent budget, I'd recommend going with an agency as they will have the knowledge and expertise required to help you make quick wins as well as long term gains. Check out ConversionWorks for practical examples. If you have deep pockets, consider the big players such as Maxymiser (£45k+ per year) who will do all the grunt work for you, including page design.

• You don't have budgets
  

If you have a limited budget (or no budget at all), then I'd recommend using Google Website Optimizer, a free optimisation tool that will allow you to run tests easily as long as you are able to add a few line of codes to your website. Used in combination with Google Analytics, you should be able to start testing and measuring results quickly and cheaply.
There are obviously a lot of other tools available, but these are good starting points.

I have been in touch with quite a few agencies regarding Conversion optimisation, and after seeing a few case studies, it is obvious that there are huge benefits to be made by companies willing to test. So if you think your website is already perfect, think again!

Feel free to share your conversion rate experiences or ask me questions, I'm always happy to help.