Shanhui: How does a little change in Web pages bring 40% of sales growth

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It is often the case that some very minor changes on the site will result in a dramatic change in conversion rates. Two different website slogan, conversion rate difference several times, picture position from left to right, also may make the conversion rate increase immediately.

On which Web site does the purchase of ads bring the most clicks and sales? What is the best advertising wording? Which search engine has the highest traffic conversion rate? What's the best way to do that?

All of these can be measured accurately and in real time through technical means. Find the most efficient combination of tests and your input will not be wasted on those with low conversion rates and site elements.

Test what

Flow test

The experiment of flow is mainly based on flow analysis and conversion rate monitoring.

Make some changes where you can control such as advertising text, forum signature text, different advertising sites, and then monitor the effect of the highest conversion rate of the site ads, select the most efficient keyword to do the bidding rankings, the highest conversion rate of advertising text or banner advertising design, the highest conversion rate of the forum, Social networking sites ... In the large-scale advertising before, should do a small scale of advertising experiments-on several sites to put different ads text version. Many sites are willing to offer free or at very low prices, offering one or two-day ad locations or thousands of to tens of thousands of traffic. Test them several times to find the best combination.

Website experiment

If you build your own website, you can do more detailed experiments. You never know what customers think if you don't experiment. Don't assume, don't be self-righteous, just look at the actual numbers.

1. Is it helpful to translate long text notes or short words? Some products are suitable for threemonths text, answer all the questions in the user's mind;

2. The company logo placed in different locations, the user's behavior and conversion rates have any impact?

3. What effect does the text on the button have on the conversion rate? Write "put in cart" or "buy Now" or "submit"? It's one thing to say, but the conversion rate may be several times different.

4. What are the effects of different page titles or slogans on conversion rates? Golden Autumn Hot "," the whole 70 percent ", or" Summer tail goods sale "?

5. How much is the price standard appropriate? 20 Yuan, or 19.97, or 19.95, or 19.7? These prices have little impact on the profit of individual products, but may result in a huge difference in the sales conversion rate, making a significant change in the total sales profit.

6. What are the effects of pictures on sales? Is it a real photo of the company team, or is it a picture of a beautiful woman? Just put the product photos, or let the model wear?

7. What is the best way to write a text description? Easy humorous, professional serious, warm, exciting, which one can most impress the hearts of users?

8. What are the effects of different call to action on end-user purchase? At the end of the service introduction, say "Call us immediately", "want to know more details, please call us", or say "call us, immediately get a 100 yuan discount", or say "action immediately, click here."

The elements, colors, typography, text, pictures, etc. that appear on almost every page of the site can be used to experiment. Any website has the room to improve, often some small change, can bring 20%, 30% or even more of the extra profit to the website. And all you have to pay is to set up a different experiment, wait one or two days, and observe the effect.

How to conduct website experiment

Doing experiments on a website is not a very complicated process. Here is a brief introduction to Google Website Optimizer (google website optimization tool). The tool is powerful and free.

AB test

This is a two-page version of the experiment, A is the original page version, B is a test or a control version. Through technical means, so that ab two web version get roughly the same flow, and then monitor the two version, which conversion rate is high.

These two versions of the content can be designed completely different, such as page layout, color, navigation system is not the same, but also can only be a certain place, all other places exactly the same, the change is the element to test. For example, the entire page is only the title of text content, a version is "Golden Autumn Hot", B version is "Full 70 percent", test which one effect better.

In practice, the latter test is more commonly used because it is possible to know exactly which title works best. The first test can only determine which overall effect is better.

The AB test applies to the title, price, picture, text description, Action call, button text, and so on.

The simplest test method for AB testing is that a version runs one day and the B version runs one day. The more flow samples, the more accurate the conclusion.

More complex need to rely on technical means, such as the following will be introduced Google website optimization tool system, the site traffic half of the users see is a version of the page, the other half see is version B. Through cookie tracking, the experimental system can calculate the conversion rate of A and B versions respectively.

Multivariable Testing

AB experiment is simple, very intuitive, but want to test a lot of elements on the page, to a group of a group to do, consumption is very long, so it produced a multivariable test.

Multivariate testing must rely on special technical means.

The webmaster first determines which web page to test. Home page, product information page, product category page, about our page, contact us pages, are the goal can be tested. This is most common with product information page testing. Second, determine which elements on the Web page you want to test. For example, determine the test "title", "Picture", "text description" of these three elements (see Figure 1).

Multivariable testing system, for many small and medium-sized enterprises and personal sites is not easy. The system needs to distribute the user evenly to all possible combinations, and the same user must see the same combination for multiple visits to the site, not today to be a combination of 1, tomorrow to see the combination of 2. The experimental system also needs to record the conversion times of different combinations according to cookies.

Fortunately, Google Now provides a free web site Optimization tool system, any site can easily set up multivariable testing. Webmaster to do is only in the test page and final Transformation page inserts a few paragraphs JS code. Like the previous example of the title, picture, text description, three need to test the location of the inserted JS code will automatically from Google website optimization tool background call to test the content. Site owners in Google background to define the test elements of different content versions, the system will automatically allocate traffic to all possible combinations, and record conversion rate, give detailed statistics (URL: www.google.cn/websiteoptimizer).

Web site Test Example

Below, I just do a website as an example, explain the site test. This is a website that sells IP long-distance cards in Singapore, specifically for Chinese users who live in Singapore and often need to call home. I chose to test the site's home page number and the following line of text immediately below the slogan. The site slogan is usually the user's first glimpse of the content, whether the slogan is attractive, decided he is to continue to look down, or leave.

In general, the user determines whether to leave or leave within a few seconds. In these seconds, he can only see the site design of the general impressions, site slogans and so little content, so the site slogan is the impact of the conversion rate of one of the important factors.

A line of text below the slogan also helps convince users to continue to watch the phone cards that the site sells, called subheadings.

I designed 4 slogans:

Slogan 1: Register to send 50 points, points can be used as cash!

Slogan 2: At any time to buy cards, real-time access cards, is convenient!

Slogan 3: How long did it take you to call your family in China?

Slogan 4: Singapore's most intimate and convenient calling card website!

2 subheadings:

Subtitle 1: Do you come from China and live in Singapore? You're just like us ... Need to make frequent international calls back home

Subtitle 2: Living in Singapore, make international calls is necessary ... Whether it's for the family or for the job.

There will be 8 combinations. Some users will see the original combination (Figure 2):

Some users will see combo 7 (Figure 3):

The user is then assigned to 8 different versions of the Optimization tool, except for the original combination and combination 7 shown above, as well as:

Combination 1:

At any time to buy cards, real-time access cards, is convenient!

Do you come from China and live in Singapore? Then you are just like us ... Need to make frequent international calls back home.

Combination 2:

How long have you been calling your family in China?

Do you come from China and live in Singapore? Then you are just like us ... Need to make frequent international calls back home.

Combination 3:

The most intimate and convenient calling card website in Singapore!

Do you come from China and live in Singapore? Then you are just like us ... Need to make frequent international calls back home.

Combination 4:

Registration will send 50 points, points can be used as cash!

Living in Singapore, it is necessary to make international calls ... Whether it's for the family or for the job.

Combination 5:

At any time to buy cards, real-time access cards, is convenient!

Living in Singapore, it is necessary to make international calls ... Whether it's for the family or for the job.

Combination 6:

How long have you been calling your family in China?

Living in Singapore, it is necessary to make international calls ... Whether it's for the family or for the job.

The slogan 1 and subtitle 1 selected as the original version are purely random. Which combination has the highest conversion rate? Guess is not to be guessed. This is not a question of right and wrong, nor is it a comparison of grade or writing level, purely to see which users like.

"How long have you been calling your family in China?" This slogan is very proud that it has a good slogan features:

1. Attract attention in the form of questions;

2. To limit the user's thinking by questions, because most people see the question, the heart will answer;

3. Direct appeal to emotion, causing purchase desire;

4. Urge users to do a very specific and simple act-call.

But what is the user's choice? Test results are shown in Figure 4:

So far, the conversion rate of the original group was the highest. However, because it is a new site, is not a hot product, flow samples are relatively small, the system continues to collect data, the current results are not final. This also prompts us to weigh the problem in a test: the content of the test requires a large amount of traffic, or the test time will be dragged longer.

Can be seen, which combination of high conversion rate is not what they can predict, or even may not be logical, do not test simply do not know. For example, the original version of the slogan plus the original subtitle is the highest conversion rate, but the original version of the slogan plus the control version of the subtitle (combination of 4) is the lowest conversion rate. So the original version of the slogan is good or bad? With different subtitles There are completely different results, without testing, this is difficult to predict.

You can see that the difference between the highest and lowest conversion rate is 40%. Imagine, for an e-commerce site, the flow is unchanged, so the marketing cost is basically unchanged, a simple Web page change, can let the website sales growth Mantra This is the most cost-effective network marketing behavior.

From the "page plate" statistics, I thought that the best slogan ("How Long") was the worst performer (Figure 5): Look at your own website, what are the content and design that you think is the best and most beneficial to the transformation? is the content and design really the best?

Let the user speak to the test data. (The author has "Network Marketing actual code")