test. What should you test? from xuezhiqian123's blog
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Recently I was reviewing the keyword specific conversion rate data of a
consulting client of mine. I have been working with this client for a few months
now, helping her improve the sales conversion rate of her website and we have
had very good results, taking average conversion rates at her site from below 1%
to just over 4.3%.
(Your sales conversion rate is simply the number of
unique visitors your site receives vs. the number of sales you make. If you have
3 sales for every 100 visits your conversion rate is
3%.)
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continually test and measure every detail of your website, marketing and
traffic. While reviewing the data from one of her Google Adwords campaigns I
stumbled across a few hard to explain results that perfectly illustrate the very
large effect small differences can have on conversion rates.
The keyword
"piano lessons" had a conversion rate over the last 30 days of 5.09%. The
keyword "piano lesson" had a conversion rate of only 1.64%. Both of these
keywords had the exact same Adwords title and description, the same average
position in the search results and the exact same landing page on my clients
website. The only variable is one letter in the keyword? an "s". Lesson vs.
Lessons. That's it! Yet the plural version of the keyword (piano lessons) out
sold the singular version (piano lesson) by over 300%!
Another key phrase
that had an even larger variation was "how to play the piano" vs. "how to play a
piano". Common sense would say that these two phrases would convert almost
identically?
Wrong.
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That is a whopping 417% difference between "a" and "the"!
Short-term
variations and fluctuations in the conversion rates of individual keywords or
landing pages are common. However, the data on both of these keyword pairs was
measured over a full 30 days and several thousand clicks for each keyword. I
don't have any easy answers why adding an "s" to a key phrase or changing an "a"
to "the" caused such a difference in conversion rates.
Sure, you can
guess at it and draw a few conclusions such as "plural keywords convert better
than singular keywords" or "using 'the' in a key phrase is more specific and
targeted than using 'a'".
However [url=http://www.jetsfansclub.com/Black-Curtis-Martin-Jets-Jersey.html?cat=862]Jets
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conclusion you can draw from this case study is that you have to test
EVERYTHING!
If one word or one letter can have that big of an impact in
an Adwords campaign, then a similar change in your main headline or guarantee
can have an equally significant impact.
The lesson here is to test,
test [url=http://www.jetsfansclub.com/Black-Joe-Namath-Jets-Jersey.html?cat=861]Jets
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Test
headlines.
Test guarantees.
Test bonuses.
Test
colors.
The Wall