St Louis Web Marketing

Posts Tagged ‘web design’

What motivates visitors to take action on my website?

Although this seems like a simple question, the answer is not always obvious or easy to define. Many website owners receive a significant amount of visitors to their websites; however, driving visitors to your website is only half of the online success equation. Turning these visitors into customers and having the motivation to answer the question above, are both equally essential to improving your online performance.Website testing can help you answer these questions and improve your website to increase traffic and conversion. Even though A/B Testing is an ongoing process, but when managed properly it will help you realize a greater return on investment.

A/B Testing Case Study

Issue:  The King and Prince Beach & Golf Resort is a luxury Georgia resort located on St. Simons Island. The resort receives a large amount of traffic to its website from its search engine optimization and paid search efforts, however, it was seeing a large number of visitors bounce from the home page. Analysis of the site’s Google Analytics statistics showed that the special offer that appeared on the home page was not receiving a large number of clicks (see image below). Knowing that this area of the home page should be great real estate for capturing the attention of potential customers, we decided to run a test to determine the type of message that should be presented in that area, which in turn would lead to a lower bounce rate.

Action: The Net Impact worked with The King and Prince Beach & Golf Resort to develop an A/B Google Website Optimizer Test (an easy-to-use tool for testing site content that delivers actionable results) that uses creative variations of the home page. The test ran the original home page, hosting the special offer, against a new variation that provided links to pages which were most popular with visitors. The pages were chosen based on the revenue they generated. The two variations were run against each other in order to determine which message received the greatest amount of interaction. Due to the high volume of traffic on the site, enough data to determine the winner of each test was collected within 2-3 days of the Optimizer test launch. The Net Impact then implemented the changes to the website to reflect the winning home page layout.

Results: The results of the Google Optimizer test showed that the new variation resulted in a 281% increase in clicks from that area of the home page. As a result, the overall bounce rate of the home page decreased by 6.22% during the testing period. Since the implementation of the results of the Google Optimizer tests, The King and Prince Beach & Golf Resort home page has continued to see a decrease in bounces.