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How to use Google Content Experiments – First Experiment

Blogs, Conversion Rate Optimizationon August 3rd, 2012No Comments
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On 1st June 2012, Google announced that it would retire Google website optimizer (GWO) on Aug 1st 2012. GWO was a free website optimization tool that allowed webmasters to improve conversion rate and user experience. 

Google Analytics Content Experiments has replaced Google website optimizer. Here are some difference between Google Website Optimizer and GA Content Experiments

1) Google Website Optimizer required different codes in Control, Experiment and Conversion Pages. If you have Google Analytics already set up in your website (most websites already have Google Analytics code set up), GA Content Experiments are ready to go with just one code for the original page.

2) GA Content Experiments allows only A/B Tests, while Google website optimizer allowed both A/B tests and Multivariate tests. Google has marketed the product as an A/B/N  testing tool (multiple versions of the page) but most website optimization tools in the market by default uses A/B/N. Also, GA Content Experiments only allows 5 versions of the same page.

Note: A/B tests allows webmasters to tests two to multiple versions of a page, while multivariate tests allows webmasters to simultaneously test multiple elements of a page – headline, fonts, call to actions, product description, image, reviews etc.

3) You don’t need any separate interface for running A/B tests. Content Experiments are part of Google Analytics. Check out Content -> Experiments like shown below:

 

Content Experiments

How to run your first Content Experiment

1) Click Experiments

2) Click Create Experiments Button

3) Enter the URL of the page that you have selected for the Experiment

Content Experiments URL

Before you select the page, here are some guidelines:

a) Pick a page that has a considerable number of visitors. Not all websites can claim 1000s of visitors per page but pick a comparatively popular page from your website.

b) Pick the most important element of the page that impacts conversion like headline, call to action button and copy. If Headline is the most important element, create 5 headline versions

4) Next step is to choose experiment pages. 

Choose Experiment Pages

5) You can add upto 5 variations

Add Variations

6) After you have selected the experiment pages, click ‘Next Step’

7) Now you can set Experiment Options

a) First, select Experiment Objective Metric

 Experiment Goals

You can either choose existing goals or add new goals as part of the Experiment metric.

b) Next, select the percentage of visitors for the experiment and Click ‘Next Step’

Percentage Visitors Content Experiments

c) Now you can either add the experiment code, yourself or email the code to your webmaster.

Experiment Code

d) If you are adding the code, copy the code and add it to the head section of the page. You don’t have to add any code for the variation pages.

e) Once you have added the code, review the experiment.

You have just created your first experiment using Google Analytics Content Experiments. If you have any questions about setting up content experiments, comment below or contact us.


What you can learn from A/B Testing?

Blogs, Conversion Rate Optimizationon August 1st, 2012No Comments
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We have been running a few tests to find out what makes the visitors click links, inside and below an article. When you have tools to measure user engagement at page level, make use of them. You will be surprised to learn that lot of your assumptions are wrong. It hurts  but this is going to be one of the best learning experiences. 

For example, we were under the impression that use of Brand Names in anchor text is going to boost click through rate. Let us take two examples for our test (although this was not the tests, we used similar branding vs. non-branding links).

Version A

Download Professor X’s lecture on Decision making using Macroeconomics Models (Professor X is a thought leader in the field of Decision making using Macroeconomics models. He has helped over 524 companies make informed decisions with his models)

Vs.

Version B

Download 54 mins lecture on Decision making using Macroeconomics Models

If you go by common sense, a bio about the professor below the branded link should ensure a high click through rate in the first experiment. Visitor’s lack of attention has precedence over common sense. Although the first experiment was a more compelling call to action, the 2nd link got over 67% more clicks.

Why?

This is where we have to learn to make conclusions from the experiment. If you don’t takeaway anything from this article, just remember to do this one exercise.

Answer the following questions

1) What is the conclusion from the experiment?

In Call to Actions where a brand’s popularity is uncertain, a detailed explanation of the brand below the link will not enable a higher click through rate. 

2) What have you learned about the audience?

The audience don’t have the patience and attention to read details about the brand. It is better to provide a general call to action with a simple value proposition. In this case, 54 mins lecture on Decision making using Macroeconomics Models

Are we certain that this behaviour is similar for all audience? 

That is where Statistical Significance is so important.

Statistical Significance

In the above case, it was a simple A/B test, where we tested two links. The first – a branded call to action with details provided below the link. The second – a non-branded call to action with no details provided. For A/B tests, the number of visitors required to reach statistical significance is low but still always look at such experiments with doubt.

Doubt = Null Hypothesis

Statistician Ronald Fisher has already developed a hypothesis called Null Hypothesis for this. According to this hypothesis – no variation exists between variables, or that a single variable is no different from zero. It is presumed to be true until statistical evidence nullifies it for an alternative hypothesis

In the above case, null hypothesis would be something like “In the above experiments, the difference in click though rate is because of chance rather than the use of non-branded call to action without explanation”

How will you prove the contrary?

You have to use a large enough sample size and collect data till you can prove statistical significance.

What should be the Sample Size?

Although the generic rule of thumb is that you should have 1000 conversions on each versions, a more scientific way of calculating the sample size are the following:

1) Define the variable for conversion (clicks, sign ups etc.)

2) What is a substantial difference in conversion (for A/B tests, it is any number greater than 10%)

In the above case, if version A has a click through rate of 2% and B a CTR of 15%, we can say that there is a substantial difference in CTR.

3) What is the baseline conversion

For the past 5 months, we have been getting 1.4 – 2.6% conversion on Version A with the median conversion at 2%.  In this case, we will take the baseline conversion as 2%

4) Use Power Analysis

The basic principle of power analysis is to calculate the probability of finding a real difference in the two versions. If there is an 80% probability that one version is better than the other, then the sample size is accepted.

Don’t worry about Power Analysis, most A/B testing tools have Power Analysis tools in-built in them.

How to use Statistical significance to reject Null Hypothesis?

Calculating statistical significance is beyond the scope of this article but we have online tools to perform the calculation. But remember this one number – 5%. This variable is the Significance level. A significance level of 0.05 means that difference in conversion resulting from chance is less than 5%. If we get a number less than 0.05, we can safely reject the null hypothesis.

The A/B testing tools that we are using collects the following information

Existing conversion rate (%) %

Expected improvement in conversion rate (%) %

Number of combinations (variations)

Average number of daily visitors

Percent visitors included in test

Based on the above values, it calculates the total number of days to run the test.

If you don’t remember anything from this article, just remember to answer the following questions after the experiment.

1) What is the conclusion from the experiment?

2) What have you learned about your audience?

You might make wrong conclusions or the behaviour of your audience might change in the next experiment but if you don’t learn from each experiment, the assumptions that you make in the next experiment would be far away from reality.

Bing’s Fight Against Negative SEO – Disavow Links

Bing, Blogson July 17th, 2012No Comments
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No matter what Google tells about negative SEO, it does work. Competitors have cleverly used negative SEO to outrank genuine quality sites. Yeah..Yeah. Google has justified the penguin update and have said that negative SEO has little impact on well-known brands. The impact has been for scrapper sites and sites that used Black Hat SEO techniques. But small niche brands have to start somewhere before growing into a well-known brand and there is plenty of evidence that links from bad neighbourhood, created by competitors have affected niche mom and pop Businesses and other editor controlled websites.

Interestingly, Bing Webmaster Tools has heard the woes of Webmasters around the world and has introduced a new feature – Disavow Links 

What can you do with Disavow Links?

You can submit pages, directories and domain URLs of suspicious sites (spam or low quality sites engaging in black hat SEO) with links to your webpages

Where can you find the Disavow Links?

The Disavow links is on the left sidebar under ‘Configure our site’.

Disavow Links Interface

Disavow Links Interface

You can pick page, domain or directory URL and include it under ‘Enter a URL’. Click start disavowing links to disavow the URL

Submit for Disavow links

Google Knowledge Graph

Blogson July 16th, 2012No Comments
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Google Knowledge graph has changed information presentation for users. Search has always been a function of presenting webpage based on search query. Google has made a revolutionary step in changing how search takes place. Instead of the users repeating the search queries, Google has become more intelligent with Knowledge graph. 

What has changed with knowledge graph?

1) Language: Instead of the user refining the search, Google will present the user with related searches based on various context. The results are relevant. Google collects the search queries and user intent for each query. 

For example, if you are searching for ‘Thomas Edison’, Google will present the knowledge graph on the right hand side of the SERP, besides traditional web pages in search results. In this case, the Knowledge graph includes, date of birth, date of death, links to related searches about ‘children’, ‘spouse’, ‘movies about Edison’ and ‘parents’. 

 

2) Graph: How did Google know that when a user searches for Thomas Edison, they also might like to know the details of the children and spouse? Thomas Edison is a person in the Knowledge graph. The graph maps the relationships between Thomas Edison and his family. Google uses historical data for decisions. This intelligence is what takes Google search to the next level.

What is Intelligence?

Intelligence is the capacity for learning, reasoning, understanding, and similar forms of mental activity. It also means the ability to apply knowledge to manipulate one's environment or to think abstractly as measured by objective criteria.

3) Intelligent Search Engines: The ultimate goal of Google is to create an intelligent search engine. The knowledge graph has created the framework for learning and applying the knowledge according to user behavior. By predicting the next search and showing them right away without waiting for the user to enter a search query, Google has improved the search experience.

Disadvantages of Knowledge Graph

Knowledge Graph is useful when the search is about a person, place or a thing. But, the knowledge graph becomes less useful if intelligence is purely based on historical data. Everyday millions of long-tail keywords are created and they might be more relevant for advanced users than the search terms popular among most users. 

Looking at Right

Many experts have predicted that showing facts and related searches on the right side is a devious tactics that Google has developed to expose users to Ads on the right side. Once users develop a habit to look at right side, they will also look at the right side for Ads. 

What do you think? Has Knowledge graph improved your search experience?

How to maintain scent of the Information in a Landing Page

Blogs, Landing Page Optimizationon June 20th, 2012No Comments

It is a known fact that web users don’t read an article in its entirety. They will only read the article after skimming through the information and finding key phrases in the heading and sub-heading that are related to their problem. The skimming doesn’t stop at the text level. Web users will also sub-consciously evaluate visual cues (trust symbols, button colour, button shape and web template) to figure out whether the page is relevant in solving their problem.

Landing Page: In a landing page, it is important that the scent of the information is maintained. But before maintaining the scent of the information; focus should be on understanding how the user reached the landing page.

The source of landing page visit can be from: Pay per Click Ads, Banner Ads or links from partner sites or Search engine visit. Visitors from each source have different expectations. But there are some common visual and textual elements that users scan after reaching the landing page. 

1) Logo: Depending on the context of the landing page, the corresponding logo should be shown. For example, our online publication – F1GMAT provides 10% discount on all Veritas Prep products and services, including GMAT and MBA Admissions Consulting services. The visitors are likely to read about the offer in a special offer page in F1GMAT like:

Offer Page

On clicking the link the visitor is taken to an iframe with F1GMAT offer on left side and Veritas Prep’s customized landing page on the right. In the above case the logo of both the partner site and the product site has to be retained for the offer.

 

Both Logos Retained to maintain Scent of Information


2) Headline: The headline has to reaffirm the fact that the user has reached the right landing page, which is done with the offer in the headline(below logo)

Offer in the Headline

3) Consistency of the Offer: It is also important to maintain the consistency of the offer. In the above example, the $450 worth of Business School report is clearly mentioned in F1GMAT’s copy(on left frame) and in Veritas Prep’s Copy (on right frame)

Consistency of Offer Maintained with the Offer Value

 

Consistency of the Offer

4) Trust Elements: Trust elements like VeriSign Trust Seal, Social Proof (Facebook Friends who like your brand) and Verifiable Testimonials add trust to the transaction. In case of partnerships, the assurance in the landing page that validates the claim about the offer adds trust to the transaction.

Trust Elements in Landing Pages

The above example shows the importance of maintaining scent of information in a landing page from a partner site. The rules for maintaining scent of information in an e-commerce landing page, pay per click landing page and banner ad landing pages are different.

If you want expert help in Creating Customized Landing Pages for your website, contact us or you can call us at: India (Ph): +91 9497189032, UK (Ph): +44 (0)20-3371-9976 or US (Ph): +1 650-491-0004

ByteFive provides Internet Marketing Services (Search Engine Optimization (SEO), Search Engine Marketing (SEM), Develop processes and best practices for Internet Marketing, Manage and Analyze Web Analytics packages, Perform Landing page Optimization, Manage E-Mail Newsletter, Perform Competitor Research, Content Creation and Marketing) and Training to help you achieve your revenue and business goals.

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Google URL Shortner

Blogs, Googleon June 20th, 2012No Comments

Google URL shortener (Goo.gl) is just like bit.ly. You can access information about referrers, countries of visitors that have clicked your URL, Browser type and Platforms used by your visitor with the Goo.gl URL. But like in bit.ly links, the information would be public and can be accessed by other users having a Goo.gl account.

 

Google URL Shortener

Get your Google Shortner

Power of AdWords Keyword Grouper

Blogs, Google Adwordson June 20th, 2012No Comments

Google’s AdWords keyword Grouper allows marketers to group thousands of keywords according to common themes. This will save your precious time manually grouping keywords according to various themes. Please note that this process is not error free. You have to double check the campaign and remove duplicate and irrelevant ad groups.

Steps for Keyword Grouping 

1) Download Google AdWords Editor for Desktop

2) Login to your Google AdWords Account

3) Create a campaign

For testing purpose let us create a campaign called Insurance

Add Campaign

 

Campaign Name

4) Set your daily budget, ,Start Date, End Date, Search Network (Google Search only or Google Search Partners), Display Network (how Ads should be displayed in the network), Devices(Desktop/Laptop, Mobile Devices with Full Browsers and/or Tablets with Full Browser) and Bidding Option (Manual or Auto)

5) Once you have created the Campaign, create a Dummy Ad Group

Name it as adgroup1 (or any name)

6) Set your default CPC Max Bid for the Ad Group

7) Click Tools->Keyword Opportunities

8) Enter your target keyword (in this case insurance)

9) You will get a superset of keywords (if you have selected broad match)

10) You can change the match type to phrase or exact match

Match Type

11) Once you have the selected the desired set of keywords, click Add Keyword or you can export the selected keywords to a csv file.

12) The selected keywords are now placed in adgroup1 under campaign “Insurance” 

13) From Tools, select keyword Grouper

Keyword Grouper

14) When you click Generate Common Terms, AdWords will create phrases that are common in the set of added keywords

 

Include and Ignore Terms

15) As you can see on the right, there is a space to include words that should be ignored while generating the keyword terms. Include those words in the list.  By default “for” and “in” are included in the list. You can also include other demonstrative pronouns in the ignore list.

16) Once you have added your ignore list, click generate terms. Remove terms that are repetitive or are not part of your campaign themes. 

17) After cleaning up the generated terms, click next.

18) You have an option to copy text ads in existing Ad Group to the newly created Ad Groups. If you want to manually create Ads for each Ad Group, select “No, don't create any text ads in the new ad groups.”

19) Click Finish and you are ready with Ad Groups based on keyword themes.

20) Clean up the Ad Groups and you are ready for your online campaign.

If you want expert help in Keyword Grouping, contact us or you can call us at: India (Ph): +91 9497189032, UK (Ph): +44 (0)20-3371-9976 or US (Ph): +1 650-491-0004

ByteFive provides Internet Marketing Services (Search Engine Optimization (SEO), Search Engine Marketing (SEM), Develop processes and best practices for Internet Marketing, Manage and Analyze Web Analytics packages, Perform Landing page Optimization, Manage E-Mail Newsletter, Perform Competitor Research, Content Creation and Marketing) and Training to help you achieve your revenue and business goals.

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How to submit websites to Bing Webmaster Tool

Bing, Blogson June 20th, 2012No Comments

If you are wondering whether it is important to submit your website to Bing Search Engine, here are some statistics:

1) According to the latest comscore report, Bing overtook Yahoo as the second largest search engine in Jan 2012 with 15.1% market share

2) According to Compete’s  Jan 2012 report, Bing’s growth in US markets has been steady with the growth rate reaching 16.3%

Bing Growth and Importance of Submitting sites to Webmaster Tools

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Compete Report

Although the growth of Bing has been at the expense of other partner sites like Yahoo, ranking for searches from Bing is crucial in the long run.

Steps to submit website in Bing Search Engine

1) Visit https://ssl.bing.com/webmaster/SubmitSitePage.aspx

2) If you have a windows live id, use that id for submitting your website. It is advised to use a separate id for your personal and website account

3) Once you have signed up and verified your account, you will be taken to https://ssl.bing.com/webmaster?r=”uniqueWebmasterId”

4) Enter your company Details and communication preference

5) Add your website

6) Once you have added your website, verify the ownership by

a) Placing an XML file on your web server

b) Copy and pasting a tag in your default webpage

c) Adding CNAME record to DNS

7) Once you have verified your website with one of the above three methods, you will see the latest stats in your Bing Webmaster tool

8) You can set daily, weekly and monthly notification for website crawl errors.

If you want expert help with Submitting your website to Bing Webmaster Tool, contact us or you can call us at: India (Ph): +91 9497189032, UK (Ph): +44 (0)20-3371-9976 or US (Ph): +1 650-491-0004

ByteFive provides Internet Marketing Services(Search Engine Optimization (SEO), Search Engine Marketing (SEM), Develop processes and best practices for Internet Marketing, Manage and Analyze Web Analytics packages, Perform Landing page Optimization, Manage E-Mail Newsletter, Perform Competitor Research, Content Creation and Marketing) and Training to help you achieve your revenue and business goals.

 


Understanding utm_source, utm_medium and utm_campaign

Analytics, Blogson June 20th, 2012No Comments

With advanced segmentation, it has become easier to track visits from various campaign in Google Analytics. But marketers and agencies still use utm_source, utm_campaign and utm_medium to track click through of urls

What is the difference between utm_source, utm_campaign and utm_medium?

utm_source: As the name suggests this custom variable allows marketers to track the source that is sending the visits. If you have partnered with a website then you can track visits from the website using 

http://www.bytefive.com?utm_source=F1GMAT

Points to remember for utm_source

1) You cannot use quotes after utm_source=

2) There should not be any space between the variable, “=” sign or the variable value

3) The variable value is case sensitive

In the above example, F1gmat is different from F1GMAT

utm_medium: This variable is used to track the advertising medium like email, Banner Ad or Pay per Click Ads. 

Points to remember for utm_medium

1) Use ampersand(&) to combine the custom variables

For example, in the above case, let us assume that we are tracking visits from F1GMAT’s Email newsletter then the tracking url will be:

http://www.bytefive.com?utm_source=F1GMAT&utm_medium=email

2) Like in any custom variables do not use quotes

3) Do not include space between the variable, “=” sign or the variable value

utm_campaign: This variable is used to track a campaign at a higher level. Let us say that you want to track the campaigns of “X” Business School from F1GMAT, we can use the name of the Business School like:

http://www.bytefive.com?utm_source=F1GMAT&utm_medium=email&utm_campaign=X

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Points to remember for utm_campaign

1) If you are placing your products in your partner’s site then you can include the product’s name or if the campaign is run every quarter or every month, then you can use names like “Jan2012”, “Feb2012” etc. or use the name of the quarter like “Q12012” “Q22012” etc.

2) Like in any custom variables do not use quotes

3) Do not include space between the variable, “=” sign or the variable value

Please note that the above three custom variables (utm_source, utm_medium and utm_campaign) are mandatory when you are creating custom urls. The order of the usage is not important. There are two more optional Google Analytics custom campaign variables:

1) Utm_term: This custom variable is used to tag paid keywords. This variable has become irrelevant with the integration of Google analytics and adwords.

2) Utm_content: This custom variable can be used to track two versions of a call to action.

For example: In your newsletter if you are doing A/B testing where the first version has the Link with the call to action “Sign Up Now” and the second version has the link with the call to action “Sign Up”. To differentiate and track which call to action is more effective, we can use the custom variable in the newsletter as:

Version 1 

http://www.bytefive.com?utm_source=F1GMAT&utm_medium=email&utm_campaign=X&utm_content=SignUpNow

Version 2 

http://www.bytefive.com?utm_source=F1GMAT&utm_medium=email&utm_campaign=X&utm_content=SignUp

To make things easier for you, Google has provided a URL Builder 

If you want expert help in tracking urls in Google Analytics, contact us or you can call us at: India (Ph): +91 9497189032, UK (Ph): +44 (0)20-3371-9976 or US (Ph): +1 650-491-0004

ByteFive provides Internet Marketing Services (Search Engine Optimization (SEO), Search Engine Marketing (SEM), Develop processes and best practices for Internet Marketing, Manage and Analyze Web Analytics packages, Perform Landing page Optimization, Manage E-Mail Newsletter, Perform Competitor Research, Content Creation and Marketing) and Training to help you achieve your revenue and business goals.

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Google AdWords Enhanced CPC – How to Implement

Blogs, Google Adwordson June 20th, 2012No Comments

If you have been running your Ads in Google AdWords and have received numerous impressions and clicks, this is the right time to enable enhanced CPC. With enhanced CPC, Google will determine the bid rate for you. Based on previous clicks and conversions, Google will increase your bid or lower your bid for better and worse performing keywords. Remember, the bid variation is based on conversion and not click through rate.

If you have not yet enabled conversion tracking in your AdWords account – read our article about Google AdWords Conversion tracking

Once you have enabled conversion tracking in Google AdWords, follow these steps:

1) Click the Campaign Tab

Campaigns Tab

2) Choose your Campaign

3) Under Settings tab, click Bidding and Budget.

Adwords Settings Tab

4) Enable the option “Use my conversion tracking data and bids to optimize for conversions” under Enhanced CPC

Adwords Enhanced CPC


If you want expert help in Adding AdWords Conversion Code, contact us or you can call us at: India (Ph): +91 9497189032, UK (Ph): +44 (0)20-3371-9976 or US (Ph): +1 650-491-0004

ByteFive provides Internet Marketing Services (Search Engine Optimization (SEO), Search Engine Marketing (SEM), Develop processes and best practices for Internet Marketing, Manage and Analyze Web Analytics packages, Perform Landing page Optimization, Manage E-Mail Newsletter, Perform Competitor Research, Content Creation and Marketing) and Training to help you achieve your revenue and business goals.

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