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Conversion Diagnosis: ACS Creative – Please Help Me Decide Where to Click!

November 13, 2009 By Leave a Comment

In our October 28 web clinic, we discussed how to use color, shape, location, size, and motion to help guide our website visitors to where they should click. We all know designing web pages is somewhat of an art, especially for companies like ACS Creative. But designing the most effective webpages is also a science. You have to assess every element on the page to determine whether or not it:

  • Helps guide the visitor to the primary objective
  • Distracts the visitor from the primary objective
  • Neither hurts nor helps conversion

I would like to thank ACS Creative for attending the webinar and also for submitting their page for expert review; it definitely takes a certain degree of bravery. Of course, our goal is not to tear you down, but to help you implement the most effective page possible.

Below is the page ACS Creative submitted for live optimization. For this blog post, we would like to introduce a new Interactive Blueprint feature; just hover over the page to see the potential eyepath problems we have identified. Once you have found an area of interest, click to reveal our comments and recommendations.

First, we see that ACS Creative has designed a very clean and professional website. But I have to ask, where do you want your visitors to click?

This task, surprisingly, is not that easy to determine to the untrained eye. Here’s why:

  1. The main “Web Services” image is moving visitors towards incorrect “implied” direction. If you notice, only one of the eight arrows is pointing towards the main objective. The others are pointing towards the supplementary blue image, the top navigation, the footer, and also towards that big red “X” that contributes negatively to your bounce rate.
  1. The screen shot of the Stratford University website is bright blue and the footer is bright red, and both are drawing the eyepath away from the “gray” buttons.
  1. Multiple objectives! Let’s say I do ignore the elements with more emphasis than the primary objective or I quickly scan them then revert back to the gray buttons, I still have to make a decision. And yes, the decision is not that difficult, but it is a decision nonetheless. It takes extra time. It is an extra step between deciding to act and acting. What should I click on? Web Services or Contact Us? I may want web services but I may also want to contact you for more information. It can become confusing.

If I were designing a version of this page to test, I would reconsider the percentage of width of the page dedicated to the primary web services objective. It should definitely be more than 50%, thus de-emphasizing the “size” of the bright blue secondary objective that is the Stratford University screenshot.

I would also create some space between the buttons and the footer. Show the visitors that the bright red footer is not that important by using a lower “position” on the page.

And finally, the buttons need to be a “color” that stands out from the page as a whole, the footer, and the secondary images. You may consider making the footer gray and the buttons red. Also regarding the buttons, the one which has the most importance to conversion should be a red button and the other one should be a simple text link… easy to see, but not overshadowing where you want most visitors to click.

Good luck!  Let us know if you decide to test this strategy and what your results are.

Conversion Diagnosis: ACS Creative – Please Help Me Decide Where to Click!

Filed Under: Landing Page, Marketing, Online Marketing, Optimization Tagged With: , ,

Study Guide for Today’s Web Clinic: Surprising Wins from 2009

November 11, 2009 By Leave a Comment

In today’s web clinic, our analysts will discuss their most valuable lessons learned from four of 2009’s most suprising experiments. Not to be outdone, here on the blog we’re sharing four of our favorite posts from around the blogosphere. These posts offer quick takeaways you can put to use before the year is out:

  • Five Grammatical Errors that Make You Look Dumb – I’m a writer, so of course the inimitable Copyblogger leads the list. But this post is really for you, the non-writing marketer. These tips won’t make you the James Joyce of marketing, but they’ll keep you out of trouble for when you don’t have a professional writer around. And you won’t even have to worry about learning to use snooty writer words like “inimitable.”
  • Lead Generation Poll shows converting leads-to-sales pipeline is biggest frustration – Of course, the best writing in the world is useless if it only brings in leads that don’t produce. Our colleague, B2B pro Brian Carroll, shows you how to create closed-loop feeback huddles with your sales team to ensure that the leads you send down the pipeline have a better chance coming out green.
  • Top 10 Subject Line Words That Get Opens – Maybe all these words won’t be news to you, but if they help your free newsletter bring in an additional sale or two, this could be a great holiday season. Party! (couldn’t work that one into a sentence). As the above poorly worded sentences show, there is more to writing successful subject lines than just throwing in a few commonly used words. However, at the very least this list may give you some new ideas to test.
  • Call To Action Buttons: Does Size Matter? – In the end, it all comes down to that big click. And to find out what moves your customers most, you have to test. Linda Bustos offers some great tips to keep in mind as you optimize your call to action. Follow her advice, and hopefully you’ll be rewarded with many clicks this holiday season.

BONUS: After looking back at 2009, I couldn’t help but wonder what marketers predicted was going to happen this year. Personally, I’m still waiting for the chance to buy a flying car, so I always take these lists with a grain of salt. But it sure is fun to look back at looking ahead… The Big List of 2009 Marketing Predictions.

Study Guide for Today’s Web Clinic: Surprising Wins from 2009

Filed Under: Landing Page, Marketing, Online Marketing, Optimization Tagged With: , ,

The 1up Effect: How to undermine yourself by outdoing yourself

November 6, 2009 By Leave a Comment

We’ve all got that one friend. If you went to high school with Paul Rudd, he’s personal friends with Paul McCartney. If you just got back from St. Louis, he’s bragging about his tan from St. Barts. I call this the 1up effect. And it is prevalent on web pages as well – where each element is trying to outdo the other.

Sure, we can cite many reasons for it. Designing a functional and attractive page can be quite a task. In most cases, we have many things to consider and people to please. The sales team wants us to collect lead information with a capture form. Legal wants visible terms and conditions. Corporate wants branded images. We want our call to actions, great copy, and killer headlines. And the list goes on.

So if you’re not careful, the elements on your page may be competing against each other instead of working in sync to guide your visitors to conversion. I recently commented on this 1up effect in the latter portion of the October 28 web clinic. It boils down to is a simple question – are elements on your page competing so much for attention that you are overwhelming users and losing sight of your main goals?

A great example of this is a TV commercial from Tide. A gentleman was interviewing for a job, but the hiring manager is literally focusing on a shouting stain on the poor applicant’s shirt. Because of this stain, the interviewer misses the conversation completely:

In the same way, strong elements of the page can shout so much that users have trouble using the page for its main goal/purpose. Below is an actual web page submitted by NASCAR.com that we reviewed on the October 28 web clinic. The page seeks to draw attention to a service for watching the races live:

nascar 06 The 1up Effect: How to undermine yourself by outdoing yourself

As you can see, color is splashed throughout the page. If you make support items very colorful, you must then use even more color to 1up the support items and make your main goal stand out. However, as you can see in the picture, the main call to action (boxed in red) is totally lost on the page with all of the color and elements shouting for attention. I know that we are all in the hunt to have great-looking, impactful sites, but marketers take heed:

“In the pursuit of cutting-edge websites and pages, do not lose sight of primary page principles.”

A clear and easy to identify goal for the user on the page is a must. Consider the path some users take to arrive at your page. Traffic coming from search and PPC has just seen a list of alternatives (other company listings). If they arrive at your page and do not find a way to engage with your message (buy a product to fix their problem, learn more about the offer, etc), then they click the back button or close the tab and to your competitors they go.

Even if a user does not leave shortly after arriving, support elements that stand out too much can cause users’ eyes to bounce around the page. This can cause them to potentially miss the juicy parts of your copy, product features, testimonials, awards, value proposition, or a whole host of other things.
Plan out your pages with your main goal always in the forefront, then keep support items just as they are supposed to be – SUPPORT items. Use size, shape, color, position, and motion with caution to ensure you are not creating aspects of the page that are in a shouting match for the user’s attention and overwhelming them as a result.

Your challenge is to create a page with elements that work together as a team, not elements that continually try to 1up each other – leave that to your friend who just got back from St. Barts.

P.S. The Tide To Go Stick works pretty well.

The 1up Effect: How to undermine yourself by outdoing yourself

Filed Under: Landing Page, Marketing, Marketing Insights, Online Marketing, Optimization Tagged With: , , ,

Ask an Optimizer: How to guide visitor thinking

November 4, 2009 By Leave a Comment

Editor’s note: During our October 28 web clinic about properly guiding visitors to your conversion objectives, researchers Boris Grinkot, Corey Trent, and Heather Andruk fielded several audience questions.

Q: Does left navigation diminish conversion rate?

It all depends on the purpose of the page. For a simple landing page to which you drive prospects from PPC ads, affiliates and banner ads, this additional navigation will likely distract visitors and drive down conversion rates. It ends up being just one more competing objective. The answer to the “What can I do?” question now has multiple answers.

Of course, there are degrees of distraction. Deemphasized navigation with supportive elements such as FAQ is less distracting than very prominent navigation with several drop-downs and hover-over pop-ups.

For a page that is an integral part of your site, navigation is often essential to help guide your users through the overall site. If there is navigation on every other page, having one or two pages without navigation will cause a disconnect and you will likely lose the visitor.

Overall, you must remember that these are just guiding principles developed from our years of research. In the end, the best answer is to test these elements to see how they affect conversion on your specific pages.

Q: How do you know when to offer competing products?

There is no single answer, but we can give you a few good test ideas. If you have secondary products that do not compete with your primary offer, you may try to offer them before a purchase is made. If you have auxiliary offers that may distract from the primary offer, wait until the purchase is complete to offer the upsell. An excellent example is Amazon.com, which is a master at upselling additional products both in the cart and after purchase.

To decide what to test, look at your metrics to see where people enter and exit your site. For example, do they hunt for different features or go straight to purchasing a product? From these metrics, try to decipher what products users may be looking for in addition to what you are currently offering. The metrics can provide actual data to back up your decision about which competing products you want to test, and where you want to offer them.

Q: Do the five elements of directing visitor eyepath apply to B2B sites with long sales cycles?

These are tactical recommendations meant to help guide your visitors’ thought process through a page. The specific product or offer does not matter, since we are not trying to optimize a page; rather optimize the thought process of the visitors to a page. So using shape and color to emphasize your key points, and size to draw attention to your headline only helps more effectively express your value proposition in the conversation you are having with your customer.

Therefore, these elements apply to any page and it is worth noting that they may be especially important for B2B sites. This audience tends to scan pages more frequently than consumer audiences, so using color and shape to help emphasize key points in a way that is easier for your audience to digest is especially relevant.

Q: Are there any tools that can help me select colors?

Yes. Kuler.adobe.com and colorschemedesigner.com can help you choose color palettes.

Q: Should images have humans in them?

It depends on what you’re trying to accomplish with the image. For some products, it makes more sense to show a point-of-view orientation to give visitors the sensory feel of what it is like to use the product, such as showing the driver’s view from a car or the view from a hotel. For others, you need people in the picture to show the product being used.

When you do use people, having a good understanding of your demographic is extremely useful. Use images that your visitors can relate to (e.g., young, middle aged, seniors).

Images of people will also help guide visitor eyepath. The image should be “looking” at where you want the user to go. So for example, if you have an image on the left and copy on the right, be sure the person in the image is looking to the right to direct the user’s eyepath towards the copy.

As you test your pages, keep in mind how powerful images are. In the initial one or two seconds many visitors take to judge your page, your images can connect with them and draw them in or repel and cause them to bounce. Be careful in using stock photography, as consumers are becoming increasingly savvy to its use and may consider it to be misleading – especially if used with believability elements such as a testimonial.

Have additional questions? Other things you’d like to Ask an Optimizer? Use the comments section below or post your questions to our MarketingExperiments Optimization group.

Ask an Optimizer: How to guide visitor thinking

Filed Under: Landing Page, Marketing Q&A, Optimization Tagged With: , ,

The Differences Between Countries Can Cost You

October 30, 2009 By Leave a Comment

Do you run your PPC ads in different countries? If so, do you change your ad copy and landing page copy when targeting those different markets?

For many years, global brands have altered their marketing campaigns to target different countries.

An advertisement for a food product running in Australia may be markedly different from an advertisement for the same food product in the USA.

Why?

Whilst we share a common language, cultural values and norms differ markedly from country to country, and even region to region.

For example, what is considered soft sell in the US is often considered hard sell in the UK due to differing acceptance of overt commercial activity in those two cultures.

There are many differences:

Viewed from commercial America, British advertising looks like something bent out of shape by a culture so consumed with embarrassment it can’t look a salesman in the eye when he’s making a pitch, particularly if that pitch is laden shoulder high with emotion – love of country, family or God. From a mainstream US perspective our quirky elliptical leave-them-guessing advertising approach is kind of charming, but kind of unworkable too in America, with its fragmented audiences and ethnicities, its raging sensitivities and, above all, its huge risks. American advertising is risk averse because there’s so much at stake with those huge clients and their mega-spends. It means everything is researched to death so all backs are covered.

If you’re running a PPC campaign in different geographic markets, then you’re running a global campaign. So, you need to think about approaching such a campaign as a global brand would do, and tailor your message accordingly.

Your competition – who may understand those local markets intimately, as they live and work in them – will be designing their pitch based on local norms, so too should you, if you want to convert.

Here are a few ideas on how to target different cultures effectively:

1. Watch What Others Do

Take a look at how your product or service is advertised in other media in your target country. What language do they use? What imagery do they use? How are they making the pitch? Is it subtle? Hard sell? Humorous?

Now evaluate the ad copy and landing pages of your PPC competitors. What similarities do they share to each other? To ads in other media? How do they differ from how you would advertise in your own local market?

2. Spelling

A PPC ad written using US spelling displayed in another country screams “not relevant to this market”, especially when surrounded by ads that use local spellings.

Use “s” instead of “z”, and watch those vowels! icon smile The Differences Between Countries Can Cost You Color becomes colour, center becomes centre and check becomes cheque.

Here’s a good reference guide to common differences.

3. No, They Don’t Think “Because It’s American, It’s Great”

Every culture thinks what they do is great, and what foreigners do is suspect.

Just as you don’t assume that something from Germany is great, Germans aren’t going to assume that something from America must be great. Some may even be hostile to the US – it just comes with the territory of being the new Roman Empire icon smile The Differences Between Countries Can Cost You

It’s not that you have to cave to others demands, but it does pay to be aware of them. If you’re trying to convince someone to buy something, then you need to talk the customers language, on their terms, no matter if they live in New York or, well, York.

4. There Are Regional Differences

Just to complicate matters, there are significant differences between language in different regions in many countries, and particularly in the UK.

Just like there are differences between New Yorkers and Angelenos, there are differences between those in the north of England, and those in the South.

The South tend to think of themselves as intellectually and culturally superior to Northerners, and Northerners tend to think of Southerners as soft, fake and, well, elitist. These are generalisations, of course, but be aware that they exist, as these differences may alter your pitch.

5. Test

As always, test.

Change the language of your landing pages and ads depending on the accepted norms of local markets. Align your language and style with the most successful PPC ads targeting those markets.

Run with the winners and cut the losers.

Final Thoughts

The world is get smaller. The internet, and tech in general, is being driven from America. Naturally, it comes bundled with US cultural values.

This is leading to the Americanization of other countries and making boundaries, both physical and cultural, less of a block than they have been previously.

A pitch that works in America can translate into other cultures without change, but that won’t happen as a matter of course.

Think local.

Filed Under: Landing Page Tagged With:

Adwords Bans: Poor Landing Page Quality Scores

September 29, 2009 By Leave a Comment

Over this last weekend, some Adwords users have received a warning email from Google stating that their landing pages are of poor quality and do not comply with Google’s landing page and site quality guidelines.

Some users have already been banned outright.

Here’s an automated response from one user who queried the ban:

As the email you received on Friday explained, your account has been suspended due to multiple submissions of poor quality landing pages. We are unable to revoke your account suspension, and we will not accept advertisements from you in the future

Check out the discussions at Webmasterworld and the Google AdWords Forum. Has there been a change in quality standards? Perhaps a harder enforcement of a previously lax rule?

Naturally, webmasters are irate. There appears to be no official comment from Google, but we’ll keep you posted.

In the meantime, let’s take a look at Google landing page quality standards.

Adwords Landing Page Standards

Google introduced a quality score back in 2005. This quality score covered various data points, including the ad text and click through rates, and helps ensure the user finds what they’re look for.

Soon after, Google added a landing page score to the mix.

This score evaluated the landing page in terms of relevance i.e. the page should reflect the promise made by the ad.

The text also must be original, so that users aren’t seeing the exact same landing page if they click on different ads. There should not be excessive pop-ups, or any means to “trap” the user i.e. disabling the back button.

In many ways, these policies mirror the type of sites Google ranks in the organic serps, relevancy to the keyword term being the primary requirement.

Here are Google’s official landing page standards.

Now, Google uses an automated bot to determine compliance, yet Google doesn’t provide a means for webmasters to test their pages, presumably because they want to keep their scoring mechanisms a secret.

How Can You Tell If Your Landing Page Is Optimized For Google’s Quality Standards?

Dave Davis has an excellent tutorial on SearchEngineJournal.

Check out W3 Semantic Extractor and the Google site related keyword tool. What better way to get information about what Google thinks your site is about then using a tool designed by Google to figure out exactly what your site is about?

In summary, you need to ensure your page contains the same or similar terms as appear in the Adwords ad, and these terms need to be displayed prominently on your landing page in order to comply in terms of relevance.

If you go one step further and test your pages using the site related keyword tool, and the semantic extractor, you stand a good chance of achieving a high quality score.

Google’s Tips

Google, as usual, require you to read between the lines. Let’s examine some of their guidelines more closely:

Link to the page on your site that provides the most useful and accurate information about the product or service in your ad.

Ensure the landing page and the ad are identical in terms of subject matter. Click-backs can affect your quality score, so make sure you repeat the keyword term high up on the page, in bold, in your copy. This also helps reaffirm to the user that they’ve arrived at the right place.

If your site displays advertising, distinguish sponsored links from the rest of your site content

Your page can’t consist mostly of ads. I’ve seen a lot of pages getting away with this, however.

Try to provide information without requiring users to register. Or, provide a preview of what users will get by registering

Pretty obvious. Users typically don’t register for something unless they desperately want what you’re offering. There is a high likelihood they’ll click back if presented with registration as the only option.

In general, build pages that provide substantial and useful information to the end-user

That’s a big one. Google don’t want just an ad, and certainly not a misleading one. They want information, much the same as they require in the SERPS. Focus on providing user utility and you can’t go to far wrong.

If your landing page consists of mostly ads or general search results (such as a directory or catalog page), you should provide as much information as you can beyond what your ad describes. For example, if your ad mentions <’Free travel information,’ your landing page should feature free travel information (versus links to other sites that do).

Your page should be an informative destination in itself. Of course, you need to balance the commercial imperative – making a conversion – with an informational one.

You should have unique content (should not be similar or nearly identical in appearance to another site). For more information, see our affiliate guidelines.

As mentioned, earlier, Google will want to avoid showing the same page to users if they happen to click multiple ads. It’s not hard for Google to spot duplicate content, so make sure your text is original.

To avoid duplication, consider various angles. i.e. instead of talking about the product itself, provide a “how to solve a problem” page. This how-to, of course, will recommend the product in question. Tell a story about using the product, provide unique testimonials, etc. Avoid cutting and pasting from the suppliers website.

What Service?

Finally, a lot of the emails concerning the banning appear to have been sent to affiliates, both direct-to merchant and otherwise. There are some big spenders in there, so it looks like Google is tightening the noose on the middle man, once again.

It’s easy to understand the frustration, given the vagueness, and neatly summed up by a WebmasterWorld poster:

You buy a laptop for $1K from HP,DELL, or IBM. This laptop has much lower margins than sending a few bytes over the wire. Yet, if you have a problem you expect, and you will be able, to contact someone in support via toll-free phone, live chat or email to resolve the problem. If the result is not satisfactory, you can get the problem escalated to a case manager or eventually executive support. At some point someone with sufficient *authority* to fix your particular problem will respond.
But, if you spend $100K on ads, the best you can get is a vague automated email.

Heh. Makes you wonder what some of these pages look like? Anyone got an example of a banned page?

Filed Under: Landing Page Tagged With:
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