Analytics, Testing and General Landing Page Tips

Here at SEO Liverpool we often hear ‘so how does this testing lark work’?

Well.. It’s really simple. Now that you have these reports, what should you do? I am a big fan of Google Analytics – because it’s free – and you get great stuff from it, and maybe you decide to pay for a product later on. Anyway, the basic concept is, let’s take all the traffic coming in to your page and split it among the different sections of the page. Take a script at the top of the page, track at the bottom of the page, and track your goal page.

Every single hyperlink out there is a contract between you and your visitor. Listen to this, it’s very important and the top seo companies should constantly reinforce this point “Different people might type in the same keyword but have a different intent”. Web Analytics measures these things. Some people will get rid of the keyword, say the keyword didn’t convert. But it’s not the keyword – you need to understand the intent behind that keyword.

Example
Take a look at big retailers and how they are selling digital cameras – by brand, megapixels, features. They have been selling cameras the same way for many years. What about by shuttle refresh rate? What people are actually frustrated about with the camera? No one mentions that a specific model is the fastest, takes 5 pictures in 5 seconds!

Tip
There is a great plugin for Firefox that pulls the reviews – but nowhere in the ad copy does it talk about the topics that people are mentioning in their reviews! If this is what matters, why aren’t retailers putting it up front… Do it!!!

How people gather information and how they make decisions: this is what it’s important to an online marketing company. For example an advert for automated strapping banding machine, which is more logical/methodical and which is more emotional. People act differently with your content! Some look straight at the image and leave. Others look at the content. You don’t need to be an expert in personality types to understand this. Jakob Nielsen says there are 4 types of eye tracking when people come to your site. Spontaneous, humanistic, methodological, competitive (people coming in quickly and leaving quickly if they don’t see what they want). So, now that you know that different people act differently, how can use it to optimise your page?

Start simple. The analytics may say that 90% of people who came to a page bounced. Let’s look at the personality types and think about what they would want to see on the page. You need to appeal to them. Every day that hole is not fixed in your site cost you money. Go through every page and make sure the pages appeal to all personality types.

Also look at reviews and see what people saying about the product: the way it looks and feels (emotional) vs. the functionality and practicality (methodological) and you can adjust the product copy accordingly. Use their voice to give back to them. Use the voice of customers and integrate into product descriptions.

Using product images – also applies to videos, not everyone will respond to videos – 24% of photos in a study did not allow the customer to enlarge a product image, and 65% did not offer multiple views of a product! That will have an impact on the consumer.

Some sites focus on the glamour, that they miss the basics.

Let’s talk about credibility issues: some examples – who are you? People care about the “About Us” page, it will establish some of the confidence. Contact information – have it! Put the contact info in various places, it will inspire more confidence and legitimise the site. Does your site look professional? Even if you are not a design person, you can tell. Other examples of breaking confidence: small font type in gray! Be conscious of these things.

What can you add in to build confidence? Point of action assurances: We value your privacy. How long it will take for a customer service rep to contact someone who fills out a form. Return policies, guarantees. Make sure it’s all there for the consumer.

Other points: 59% of sites according to a recent Nielsen study did not provide shipping costs early in the check out process, and 35% have a checkout process with more than 4 steps! 41% do not provide assurance points in the checkout process. Many sites do not offer in stock availability. Make sure you offer estimated delivery date, etc.

Others credibility points to add to your site: certifications, awards, other review sites that look your site.

Testimonials can also be very effective, but also can have no impact on you. Look at different styles and see what works best for you.

What kind of financial impact can this have on you? You can double your sales just by adding policies.

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