Multivariate testing in Website Optimizer

Why should I make tests on my website? Can everything be tested? This video presents how to use Google Website Optimizer to test simultaniously multiple variables for a website in order to find the best combination of head line, images and other on-page elements. What are the needed steps to create my first experiment?
Watch this video to understand the basics - step by step - of multivariate testing and the use of Google Website Optimizer, a free tool that allows you to test multiple versions of the same page.
Related posts: Website Optimizer, What Should I Test?
Split-Testing on Low Traffic Sites: Bryan Eisenberg

Web analytics and the online success - Eric T. Peterson

(38:51)

Being in Rotterdam at e.day 07, Eric T. Peterson holds an interesting conference about web analytics and its importance for online success. What are the main steps to follow in order to extract useful results from your data? Is web analytics easy? How to use web analytics to improve your marketing online revenue? How many companies have a web analytics strategy? Do you want to know in details what RAMP is (Resources, Analysis, Multivariate testing, Process)? Watch this video to find out some interesting answers and stories from web analytics industry.
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Why analyse your website? - John Marshall

Split-Testing on Low Traffic Sites: Bryan Eisenberg

by webmarketingtoday (8:36)

A short video on testing with Bryan Eisenberg (San Francisco at e-Metrics Web Marketing Optimisation Summit). How to use variables to improve a web site? What kind of variables could we use? What are the elements with impact for my web site to test? Comparation between Taguchi method of experiments (the main assumptions: variables that make impact, interaction between variables) with full factorial for web testing. For how much time should I test my web site which is a low traffic site? This video includes a few words about hierarchy of optimisation: most persuasive (better product images, better product descriprions, better copy, videos), intuitive level (conficence building: point of action assurances)

Website Optimizer, What Should I Test?

by Google (1:03:13)

This video is a great introduction to Google Website Optimizer and to testing best practices. How to choose the design of a landing page that converts better? What means to test, to optimize my web pages? How to optimize my content to increase the effectiveness of your web site? What is the relationship between Google Adwords, Google Analytics and Google Website Optimizer? Experimentation ideas that could be used to improve a website (independent variables): copy, testimonials, coupons, color, fonts, sizes, layout, form fields, headline, images, call to action. What are the best practices in web marketing experimentation? What are the main groups of buyers? How they buy? How could I improve my website for these different groups of buyers?
Levels of pyramid optimization (0:35:53):

• functional
• accesible
• usable
• intuitive
• persuasive

Formulas for better results (0:38:18):

• product images tell a story
• test your headlines and copy
• forms and pint of action
• calls to action - get them to click
• don't make them wait

3 ways to test headlines (0:43:23):

• test fractions or percentages to prove your claim
• test asking questions in the headline
• test self-focused (we) versus costumer-focused text (you)

Words really do matter: 12 great ideas to test your text (0:45:14):

• test the offer itself
• test long vs. short and formating (bullets vs. block text)
• text long vs. short sentences and paragraphs
• text punctuation - do dashes work better than comas or ellipses
• test ordering the copy with charts or copy with pix or block copy with bullets. Which comes first?
• test placement of copy on the page

Optimizing forms with point of action (0:47:12).
Add to cart buttons and more: 8 variables, including (0:48:58): wording, shape, size, style, icon, color, location, legibility.
Read more ideas to improve your website effectiveness (64 tips) using Google Website Optimizer.
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Landing page: How to create a customer oriented landing page?