Chapter 20

Question 1

Conversion Optimisation

Answer 1

The cycle of tweaking and testing websites.

Question 2

A/B Test

Answer 2

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

Question 3

Ad Server

Answer 3

The technology that places ads on websites.

Question 4

Call to action

Answer 4

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

Question 5

Click path

Answer 5

The journey a user takes through a website.

Question 6

Cookie

Answer 6

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.

Question 7

Conversion

Answer 7

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.

Question 8

Conversion rate

Answer 8

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

Question 9

Funnel

Answer 9

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

Question 10

Heat map

Answer 10

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

Question 11

Landing page

Answer 11

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.

Question 12

Micro-conversion

Answer 12

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.

Question 13

Multivariate test

Answer 13

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

Question 14

Null hypothesis

Answer 14

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

Question 15

Split test

Answer 15

Also known as an A/B test.

Question 16

What do you test in email marketing?

Answer 16

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.

Question 17

What do you test with display and search advertising?

Answer 17

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.

Question 18

What Ad Servers have built-in testing?

Answer 18

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

Question 19

What do you test with social media?

Answer 19

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.

Question 20

What can you test on landing pages?

Answer 20

• 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.

Question 21

What can you test on eCommerce websites?

Answer 21

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.

Question 22

Funnel Analysis

Answer 22

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

Question 23

T/F?

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

Answer 23

True.

Question 24

How do you design tests successfully?

Answer 24

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.

Question 25

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

Answer 25

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

Question 26

What happens when running an MVT (multivariate test)?

Answer 26

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.

Question 27

The number of participants in the test is determined by…

Answer 27

…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.

Question 28

What does the percentage change in

conversion rate also affect?

Answer 28

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

quickly a statistically significant decision can be made.

Question 29

What happens when you have more variations of a test?

Answer 29

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.

Question 30

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

Answer 30

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.

Question 31

What is the basic approach to conversion optimisation?

Answer 31

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.)

Question 32

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

Answer 32

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?

Question 33

Google Optimize

Answer 33

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.

Question 34

Kissmetrics

Answer 34

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.

Question 35

ClickTale

Answer 35

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.

Question 36

HubSpot Marketing Free

Answer 36

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.