The job of the modern Web site is more important and more difficult than ever, especially when it comes to a multichannel sales strategy. Visitors arrive at your Web site through a variety of online channels: pay-per-click (PPC) and organic search, e-mail offers and print ads. Once there, they need to fulfill the objective of acting upon a promotion, or buying a specific product.
The job of the retail website is more important and more difficult than ever, especially when it comes to a multichannel sales strategy. Visitors arrive at your website through a variety of online channels: pay per click and organic search, email offers, mobile coupons, print ads, among other things. Once at your site, consumers need to be able to easily act upon a promotion or buy a specific product.
Kim Ann King is CMO of SiteSpect Inc. (www.sitespect.com), a multivariate testing and op-timization company. Hands On: Search recently asked King about best practices in testing Web site content.
Founded in 2000, A Place for Mom is the nation’s largest service for elder-care referrals. “We help families find all sorts of elderly-care solutions for their loved ones—nursing homes, assisted living, home care,” says Ben Villa, the service’s senior product manager. “We advertise all over the Web, on search, email, and basically we need to generate leads by means of people filling out our online form.”
Many online marketers use web analytics tools to track and understand what’s happening on their websites. Key factors commonly tracked include number of visits, bounce rates, who clicks on what content and where traffic comes from.
One of the brighter patches during this gut-wrenching recession has been e-commerce. comScore, a leader in measuring the digital world, recently reported that retail e-commerce spending for the entirety of the November–December 2009 holiday season increased 4 percent over the same period last year, for a total of $29.1 billion spent online.
A common disappointment among companies deploying testing and optimization technology stems from tests that do not yield the radical improvements expected. Working with our customers, we've seen that sometimes even the most dramatic design changes produce no significant differences in their click-through or conversion rates. While that can be surprising, much of its concomitant disappointment can be eliminated by defining upfront what success or failure means to you.