NOTES:
These are the notes from our interactive March 1 teleclinic on The Power of Small Changes. If you missed it, the recording will be posted here approximately 48 hours after the event.
| Offer Copy Optimization Micro-Test | ||
|---|---|---|
| Metric | Page A | Page B |
| Unique Visitors | 8620 | 8759 |
| Orders | 136 | 155 |
| Conversion Rate | 1.58% | 1.77% |
| Page Layout Optimization Micro-Test | ||
|---|---|---|
| Metric | Page A | Page B |
| Unique Visitors | 2478 | 2384 |
| Orders | 36 | 65 |
| Conversion Rate | 1.45% | 2.73% |
| Multivariate Test – Subscription Form | |||
|---|---|---|---|
| Variable | Page Views | Orders | Conversion |
| Form A – Standard | 6095 | 42 | 0.69% |
| Form B – Blue Button | 6109 | 24 | 0.39% |
| Form C – Blue Form | 6137 | 33 | 0.54% |
- “There are More Than 491,720 Registered Sex Offenders in the U.S…”
- “Does a sexual offender live in your neighborhood?”
- “Identify Sex Offenders Today – Be Aware, Be Alert & Be Safe”
- “Protect Your Children, Identify Sexual Offenders in Your Area”
- “Identify Registered Sex Offenders Living Near You”
- “Search the National Sex Offender Database”
| Multivariate Test – Headline | |||
|---|---|---|---|
| Variable | Page Views | Orders | Conversion |
| 1. There are More Than… | 3084 | 13 | 0.42% |
| 2. Does a sexual offender… | 3046 | 17 | 0.56% |
| 3. Identify Sex Offenders… | 3021 | 14 | 0.46% |
| 4. Protect Your Children… | 3060 | 17 | 0.56% |
| 5. Identify Registered… | 3084 | 23 | 0.75% |
| 6. Search the National… | 3046 | 15 | 0.49% |
| Multivariate Test – Logo | |||
|---|---|---|---|
| Variable | Page Views | Orders | Conversion |
| Logo A – House | 6096 | 27 | 0.44% |
| Logo B – Eagle (color) | 6154 | 33 | 0.54% |
| Logo C – Eagle (silver) | 6091 | 39 | 0.64% |
- PPC Headlines – Small changes in your pay-per-click ad headlines can have a significant impact on your click-through rate. You might also experiment with geo-targeting and with keyword insertion (dynamically placing searched terms into the ad headline).
- Website – There are number of small changes to your landing pages (or entire website) that could have a significant impact on conversion. They include:
a. Headline Text
b. Headline Size or Color
c. Subheading
d. Unique Value Proposition
e. Link Text
f. Button Text
g. “Call to Action” Text
h. Background Color
i. Logo Colors or Design
j. Additional or Fewer Images
k. Number of Text Columns
l. Column or Page Width
m. Sequence of Page Copy
n. Including Brief Testimonials
- Email Marketing and Newsletters – Your email messages can also benefit from a variety of small changes:
a. Subject Lines
b. Salutation
c. Postscript (P.S.)
d. Additional or Fewer Links
e. Position of Links
f. A Small Incentive to Click
g. A Personal Introduction from the Editor
h. Sequence of Copy
i. Text vs. HTML Versions
j. Including Reader Feedback
k. Including Brief Testimonials
URLs:
