01 Oct 08 Landing Page Optimization: Independent CTA Tracking
Usually, when running A/B tests, you simply track the overall conversion rate. Then you test independent elements using multiple versions. At the end you use the element resulting in the highest conversion rate.
26 Sep 08 Simplicity Sells: Landing Page Optimization
Inspiration point: 5 Landing page design changes
John from PPCHero posted an excellent set of landing page tips centered around the idea of simplicity. His #1 tip “Keep call-to-actions above the fold” is common sense advice designers seem to break 60%+ of the time.
23 Sep 08 11 Adwords Landing Page Design Tips
Inspiration point: Designing Adwords Landing Pages
David Lindop of Setfire Media offers 7 practical landing page tips. His tips are a mixture of ad copy and design. I’m not a copywriter so this post will focus primarily on the design aspect.
22 Sep 08 Ad Creatives Impact on Multivariate Tests
Inspiration Point: How to use ad creative as part of a multivariate test
Ian Lurie suggests that it is imperative to incorporate your creatives into your MVT matrix. I do believe this can be a good idea if you are running a high budget PPC campaign. The only problem I see with this is I usually like to build a relatively high number of landing page specific creatives. It could be a huge pain to incorporate all your creatives into your multivariate test. You may also run into bidding problems going this route.
22 Sep 08 A/B Testing Email Campaigns
Inspiration Point: Split-testing email campaigns
A/B testing in terms of web development is traditionally thought of as a function of a landing pages. This is largly because campaigns can run for weeks, months or even years (time is on your side) and most landing pages should have straight forward, measurable call-to-actions.
20 Sep 08 A/B Testing
I find the idea of A/B testing and multivariate testing fascinating. On the surface it may seem like you are just rearranging and adjusting elements on a page to systematically find the best combination. That alone is quite gratifying from a strategic level. I would be more than happy to pursue A/B testing from this angle alone but you also have to consider the human element. Why are certain changes more likely to solicit an action from a complete stranger than others? This data can be used to infer human behavioral patterns and that is what I find most interesting.
This page is a simple collection of A/B testing articles from various sources.
