Chapter 20 Flashcards

1
Q

Conversion Optimisation

A

The cycle of tweaking and testing websites.

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2
Q

A/B Test

A

Also known as a split test, it involves testing two versions of the same page or site to see which performs better.

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3
Q

Ad Server

A

The technology that places ads on websites.

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4
Q

Call to action

A

A phrase written to motivate the reader to take action such as sign up for our newsletter or book car hire today.

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5
Q

Click path

A

The journey a user takes through a website.

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6
Q

Cookie

A

Small text files that are used to transfer information between browsers and web servers. They help web servers to provide the right content when it is requested.

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7
Q

Conversion

A

Completing an action that the website wants the user to take. Usually a conversion results in revenue for the brand in some way. Conversions include signing up to a newsletter or purchasing a product.

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8
Q

Conversion rate

A

The number of conversions divided by the number of visitors expressed as a percentage.

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9
Q

Funnel

A

In web analytics or conversion optimisation, an established set of steps a user should take in reaching a goal, such as making a purchase.

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10
Q

Heat map

A

A data visualisation tool that shows levels of activity on a web page in different colours. Hypothesis A statement that is being tested.

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11
Q

Landing page

A

The first page a visitor sees on a site. Usually it is specific to a campaign being run. Also known as an entrance page. Can be any page you want to direct people to.

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12
Q

Micro-conversion

A

A small conversion in the path to a full conversion, such as going from step one to step two in a checkout process of four steps.

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13
Q

Multivariate test

A

Testing combinations of versions of the website to see which combination performs better

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14
Q

Null hypothesis

A

The default or general position, usually where no difference is the hypothesis.

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15
Q

Split test

A

Also known as an A/B test.

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16
Q

What do you test in email marketing?

A

Subject lines, call to actions to see how you can
improve clickthrough rates, and offers.

You can also test delivery days and times for your email, either with a split test or by testing with your whole group at different times of the year.

17
Q

What do you test with display and search advertising?

A

How different adverts may improve clickthrough rate.

How different adverts affect the conversion rate of the traffic coming to your website.

Different calls to action in the adverts can be tested, as well as different headlines. When it comes to display advertising, completely different versions of banner
adverts can be tested.

18
Q

What Ad Servers have built-in testing?

A

Sizmek (www.sizmek.com) and Google’s AdWords

19
Q

What do you test with social media?

A

Test your messages to see which perform better (direct questions, shared links, overt requests to take an action, or other messages to generate engagement).

Test to see how you can increase engagement, whether that’s replying to messages, liking Facebook
posts, retweeting posts shared on Twitter, or clicking through on links shared.

Types of media can be tested, such as images
versus video. Time of day or day of the week can also be tested, to see how these affect interactions.

20
Q

What can you test on landing pages?

A
  • Heading: Different headings can make your visitors behave differently.
  • Copy: Style, tone, layout and length of copy can all be tested, as well as things like the font size.
  • Call to action: Different calls to action could increase actions.
  • Colour: Test the colours of buttons, green and red are two common choices to try.
  • Images: Different images can have an impact on conversions.
  • Offer: Don’t forget, you can also test different types of offers on a landing page or word the same offer differently.
21
Q

What can you test on eCommerce websites?

A

Your product pages and your checkout process.

Some things to test include:

  • Images: Images of different sizes, or entirely different image content, could make a big difference.
  • Call to action: Seeing the words ’Add to cart’ or ‘Buy now’ may affect shopper behaviour.
  • Shipping information: Test to see whether displaying shipping costs before actual checkout affects the volume of customers starting the checkout process, as well as its effect on completing the purchase.
  • Credibility information: Do ‘secure shopping’ badges affect conversion rate?

Test how you might increase basket size. You can test displaying complementary or similar products.

22
Q

Funnel Analysis

A

Looking at the conversion rate between steps instead of looking at the overall conversion rate.

23
Q

T/F?

If possible, you should test a single-page checkout versus the multi-page approach.

A

True.

24
Q

How do you design tests successfully?

A

You need to know what you can test, how you can test,
and what sort of time periods you are looking at for testing. If it’s your first time doing conversion optimisation, you should start with simple and quick tests, to get a feel for the process before embarking on more complicated tests.

25
Q

When conducting A/B testing, you should only change …

A

…one element at a time so that you can easily isolate what impact each factor has on your conversion rate.

26
Q

What happens when running an MVT (multivariate test)?

A

A number of elements on a page are tested to determine which combination gives the best results. Multivariate tests are ideal when you have large traffic volumes.

27
Q

The number of participants in the test is determined by…

A

…how many users actually see the page being tested, as well as what percentage of your potential customers you
want to include in your test.

The number of users who see the page being tested may not be the same as the number of visitors to your website. You’ll need to use your data analytics to determine the number of users viewing that specific page.

28
Q

What does the percentage change in

conversion rate also affect?

A

The length of a test. The greater the change, the more

quickly a statistically significant decision can be made.

29
Q

What happens when you have more variations of a test?

A

The longer it will take to determine which combination
performs the best.

These factors can then be used to calculate the suggested length of time for a test to run. There are several online calculators that do this for you. A good one to try is this one, offered by Visual Website Optimizer: visualwebsiteoptimizer.com/ab-splittest-duration.

30
Q

How to tell if the difference in performance was due to chance or not?

A

Use statistics to calculate the p value, which shows whether the difference was likely due to chance (or not). If the difference is significant, it is probably not due to
chance.

Generally, to be significant, the p value should be less than or equal to 0,05, indicating a less than 5% probability that the difference in performance between the two options was due to chance.

Handy tools like VWO’s split test significance calculator will do this for you.

31
Q

What is the basic approach to conversion optimisation?

A

Step 1. Gather data ( about the site you are testing so that you can make smart decisions about what to test and how)

Step 2. Analyse (What should users be doing on the site? Who is coming to the site, and why? What are they doing on your site?–look at metrics such as bounce
rate and exit rate for important pages.)

Step 3. Fix anything that’s broken

Step 4. Design tests

Step 5. Run tests (Before taking your test live, test to make sure that the tracking code does not conflict with any other code on your website.)

Step 6. Report and repeat (Refer back to your null hypothesis to determine if the outcome was as expected and if it was statistically significant. In your report, you should include why things went as expected, or why not.)

32
Q

The 3 Step formula for creating an A/B Testing Hypothesis

A

Step 1: Conversion problem
Why aren’t people converting?

Step 2: Proposed solution
What tests can be run to fix the conversion problem?

Step 3: Impact statement
How do you anticipate your proposed solution will affect the conversion problem?

33
Q

Google Optimize

A

A tool for website and A/B testing, as well as personalisation solutions. It integrates seamlessly with Google analytics, provides for split testing, multivariate testing and redirect testing. A builtin visual editor helps you to create variations to test, without needing to recode each page.

34
Q

Kissmetrics

A

A popular analytics package that also includes testing and optimisation features. It refers to itself and a customer engagement automation system. Its ability to store information from every customer who ever interacts with your brand, not only assists with CRM, but sales leads as well.

35
Q

ClickTale

A

A web analytics tool that helps you to visualise how particular pages are performing by showing heat maps of mouse movements and clicks on a page.
It also offers form analysis, showing how particular form fields may be affecting completion rate.

36
Q

HubSpot Marketing Free

A

A free tool (offered by HubSpot) which helps you improve your conversion optimisation. You can add a popup CTA to your site, and HubSpot will give you in-depth insights on prospects and current contacts.