You Should Test That!

This Blog Is Migrating to Another Website

traiann — Sat, 14 Aug 2010 17:43:23 +0000

I am in the process of migrating this blog to www.pitstopmedia.com/sem/

I apologize for any inconveniences that will occur during the migration.

Wish me luck, I am merging 2 blogs and probably there will be lots of clean up and data to recover :(

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Should Hosting Companies Be Liable For Downtimes?

traiann — Fri, 30 Jul 2010 01:06:32 +0000

What do you think?

Should hosting companies be liable for losses during downtimes failures due to their incompetency?

Note: There is a poll embedded within this post, please visit the site to participate in this post's poll.

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ITA Software Transparency – Publicly Hiring Hacker

traiann — Sun, 25 Jul 2010 19:41:11 +0000

That’s what I call transparency :). When a company is posting a hacking opening on their careers section of the website. In this is the ITA software, a company that creates software for airlines: http://matrix2.itasoftware.com/ – might come handy when you search for your new airfare:

ITA Software Is Hiring Hackers

Well, actually they could’ve done even better, by mentioning in the job description, what exactly the candidates should hack, i.e. hack www.competitor.com database, or hack our clients emails, etc.

Ok, I am just mean. I know that they are actually looking for great mind that are capable of reverse engineer systems, find bugs in a software, but the job title sound cheesy.

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(Extremely) Dirty Competitive Intelligence Technique

How to Lose Money with Google

traiann — Fri, 09 Jul 2010 01:12:13 +0000

That’s right. Today I am going to show you how you can lose money with Google and a way to fix it.

While browsing online, I came to the ad to the “Save on Airfare” ebook. Usually skeptical about such sales letters, I went further to read reviews/scams website and see if it’s worthy or not. Based on the finding I decided to give it a try.

So, I first searched for Save on Airfare ebook download. I came to find that the website who is selling the book is www.myairfaresecrets.com. Since I am kind of a keep I used a power search to directly find the link to the pdf file, and suprise, the book was available for FREE. Now, that’s a easy way to lose money, with just a simple search on Google:

How to Lose Money With Google

Or check this search query:

How to Lose Money With Google 2

In respect to the author’s work, I did not download the book, and I also notified him of this error and promised to help with a quick fix. Hopefully, I will get a free ebook and subscription for updates for life :D.

So, here are some quick fixes for “Joni Morrison”, the author:

1. if you don’t want search engines to index your documents use the noindex tag:

Don’t index this page

2. since the page has been indexed, you need to login into your webmaster account with Google and use the URL removal tool to request a de-indexation

Google Webmasters Removal Tool

3. Put the page/directory under password and make it accessible to members only

4. Use the robots.txt to restrict the access to a file or directory – tutorial here

I hope this will help those in need.

Update: the website owner has now partially fixed the problem. However, the cache page from Google is still accessible:

Partial Fix

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Google Does Mistakes Too

traiann — Wed, 07 Jul 2010 00:17:01 +0000

So, Google does mistakes when it comes to SEO – you can read their score card here.

But they also have some usability/persuasion issues also, on their product details pages on Google Products. Look at the image below. What is Not Specified supposed to mean? Size, shape, color or what?

Google Product Details - Conversion Barrier

You got to dig deeper, click link on Technical Specification, and have your brain do some workout to actually understand that Not Specified actually refers to the Service Provider:

Not Specified Means Service Provider Not Specified

Here’s a quick fix for them:

Quick Fix For Google Products (Detail Pages)

And another one:

Another Quick Fix For The Same Problem

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Phone Call Tracking Gone Wrong

traiann — Mon, 03 May 2010 16:00:51 +0000

One of the ways businesses can associate which calls are attributed to which marketing campaigns is by associating a unique telephone number to each campaign, medium or traffic source. Simply put, if visitors will come on your website from Google’s organic search result they will see a different contact us number than if they came from an AdWords campaigns.

Technically this is done by tagging all landing page URLs with a call tracking parameter or, for organic traffic, reading the query parameter and the search phrase, for the most important search engines (“q” in case of organic traffic from Google, “p” for Yahoo).

Based on the referring URL you can dynamically change the “Call Us at {phone #}” and at the same time write a cookie on your visitor’s machine, for attribution purposes.

A caveat of this technique is that the dynamic insertion can go wrong and you can leave your visitors in dark, as you can see below:

Dynamic Phone Insertion Gone Wrong

The moral? Have a backup strategy in place (display the phone number in more than one place on the page or always display a “static” phone number).

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How Much Revenue Are You Losing with Non-Guest Checkouts – Part 2 of 3

traiann — Mon, 26 Apr 2010 16:00:53 +0000

This is the second part of the series on the monetary valued of guest checkouts (read the first part here). For the next two parts of the article I will describe a couple of methods that can be used to derive the opportunity loss due to “locked checkouts” – a term I coined; sorry about that – , which are checkouts that require visitors to login or create accounts to finalize the purchase. The first method (which is to be preferred against the second) will generate accurate results and will be based on real numbers, while the second is more likely a forecasting method based on, well, approximations.

The approach described in this article is the only way to compute the exact monetary gains of the guest checkouts and it is actually a split test strategy. You will set up an A/B test, with a conservative split of the traffic, e.g. 90% of your visitors will see the original checkout process (the registration required version) and 10% of the visitors will go through a guest checkout. The conversion page will be the thank you page/receipt page. Keep in mind that to use this method you will need to be able to split the traffic, to two separate paths (URLs).

Let’s suppose this is the first page your visitors will see after clicking on the “Proceed to Checkout” button. This will be the original (A) for your test.

Booksamillion Checkout

For the variation page (B), you will have to rename the Create New Account to Guest Checkout.

booksamillion Guest Checkout

During the next page(s) of the checkout don’t ask for a password or email ID until the end of the process, on the receipt/thank you page. On that page don’t forget to offer an incentive for users to sign up (10% off for the next purchase, personalized offers for members, etc.)

A very good example to follow is actionenvelope.com, on which you can buy as a guest and at the end of the purchase you can create an account:

actionenvelope.com Thank You Page

Compare the conversions and the results by analyzing at the revenue generated by each of the two paths you’re testing! Be amazed!

That’s all folks! It’s not really that complicated, all you need is courage to do it, and some chips and soda for the IT guys :)

PS: Another useful metric to compare is the number of visitors you lose at the sign in page (create account VS proceed as a guest).

In the third part (and the last) of the article, I will describe how you could derive the opportunity loss for guest checkouts, without actually implementing a split test.

The Worst AdWords Ad

traiann — Fri, 16 Apr 2010 18:45:16 +0000

While doing the regular check on the referring keywords for this blog, I’ve noticed that Google is ranking my website high for some keywords related to the websites I am spotting A/B tests, such as accountnow.com, autotrader.com or genbook.com.

Those keywords are irrelevant for my objectives but checking them lead me to the discovery of the worst 2010 PPC ad in Google I’ve seen until date:

The worst PPC ad of 2010

I know that is hard to manage dictionary based keyword lists, but the add looks totally ridiculous. Ask.com should spend more time in creating campaigns specific for domain name searches, with ads targeted more towards users and not search engines.

Do you manage dictionary based PPC campaings? What are your thoughts and how do you manage suck keywords and ads effectively?

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Leaked Document from Google’s Head Office Revealing 254 SEO Factors

traiann — Fri, 02 Apr 2010 01:01:30 +0000

Later Update: this was an April’s Fool joke :) Please don’t ask for the document anymore.

I was waiting for this to happen and it finally did. SEOblackhat announced today that confidential documents, including a video on Page Rank technology, leaked from Google’s head offices.

The .pdf (11.5Mb) file is describing in details all 254 SEO factors used by Google in its SEO algorithm and how you can use them to rank #1 in search engines in just 2 days.

I will make the document available by request only, so please leave a message if you’re interested. A preview of the video can be found here (update – the video has been removed at Google’s request)

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Minimize the Impact of Website Testing on SEO

How Much Revenue Are You Losing with Non-Guest Checkouts – Part 1 of 3

traiann — Wed, 24 Mar 2010 14:00:50 +0000

This article is about the optimization of what I consider to be one of the lowest hanging fruits for ecommerce websites, the checkout process. It can also relate to other types of web properties that require customers to pass through an online checkout process in order to purchase products or services.

Definitions: a locked checkout is an online process that requires visitors to create an account in order to complete a purchase. Usually requires them to create provide a name and a password before the order is processed. A guest checkout is a checkout that leaves allows shoppers to buy products/services without asking them to create a username and a password.

The article is split in three parts. In the first part we will look at the psychological impact of the non-guest checkouts by utilizing an analogy of a brick and mortar shopping experience and a Sign In page for an online checkout. In the second and third part we look at the numbers needed to evaluate how much money you’re leaving on the table if you don’t offer a guest checkout option.

Part I: The psychological impact of a locked checkout

No matter how much effort you put into paid advertising or other traffic acquisitions strategy, there will be not much value if your website is not converting browsers into customers at an acceptable rate.

For the purpose of our article we’ll assume that you’ve spent resources to improve your landing pages. They are perfect: there’s no flaw between your keywords, ads and landing pages, your ad messages are in alignment with your visitors’ goals, your landing pages are matching their expectations and persona, and so on.

Your visitors are ready to buy from you and they click on the highly desired call to action button, the Add to Cart, and then they proceed to your Secure Checkout. On the first page of the checkout process, or the so called Sign In page, can visitors buy from your store without strings attached, more specifically, can they start the checkout process as guests?

If not, here’s how how a similar “welcome” on the Sign In page could sound in a brick and mortar store:

If you like to buy something from us you first have to create an account – here’s a nice form for you to fill it out -, give us some private details such as your email address and your full name, tell us exactly where you live and share with us your credit card information. If you don’t want to do the aforementioned, sorry, we can’t sell you.

Would you buy from stores if they would ask you all of the above? I bet you wouldn’t. Similarly, that is what is going through the minds of your website’s visitors.

When we fill forms (online and offline) we are asked to share pieces of information such as names, addresses, phone numbers and even more sensitive ones like credit card details. Automatically, our brains will enter suspicious mode and will start asking questions such as why do you need my shipping address or why do you need my full name. Some of these questions will have obvious mental answers and will be answered in the unconscious mode. But other questions will trigged F.U.D’s (fears, uncertainties and doubts) which will be affecting goal completion rates and the overall website conversion rate.

Some visitors (and by some I mean lots of them) will ask themselves why are you requiring them to fill certain fields or why do you need them to complete some actions, i.e. why do I need to create an account to buy a product/service or Why do you need my email address to ship me something physical?

And when they start asking themselves, they start to leave/abandon the checkout process. And when they start leaving the checkout process, you start loosing money. How many? Stay tuned and I’ll show you two methods for calculating how much money you’re leaving on the table with locked checkouts.