New Landing Page Conversion Optimization Tool Released
Over the last few days, I have received many questions about the website landing page response optimization program that Google is offering (beta) for their pay per click customers.
You can read all about this newly released pay per click landing page conversion optimization system here.
In a nutshell (and in plain langauge), this is a very different advertising conversion testing approach than the Taguchi Method that I use. With new online website optimization system, you will be creating a full factorial experiment which means that you will be creating *every* creative possible. With the Taguchi Method, you are testing a few landing pages to get conversion insight without testing *all* of the possible combinations. The math and the array handles the interaction effects of the different items that you are testing on the page.
My question is why would you create and run every creative or landing page when you can test a few and know the direction to go in. You are testing to save time and money. You *should not* be testing for the sake of testing just to see if a particular landing page version might work maybe. Every "maybe" is costing you money especially if you are using pay per click to drive traffic.
The fact that this process is automated does not negate the fact you still will need to get clicks to each landing page to get data. More may not be better in this case. Just because it is automated and easy to do does not mean that it is the most effective use of time and money.
As I have stated before, automation does not replace know-how and data interpretation by a human. I am looking forward to evaluating this conversion optimization tool to see how it can be used most effectively.
Having more data to interpret does not mean better or more meaningful results. Your business success is supported most importantly by innovative thinking and actual results.
For my clients, I will continue to stress the importance of experimental design and setup as the keys to successful testing. Tools only work as well as the users knowledge and experience.
Key questions:
Take Care,
David Bullock
Website Optimization And Testing Specialist
Results-Squared.com
You can read all about this newly released pay per click landing page conversion optimization system here.
In a nutshell (and in plain langauge), this is a very different advertising conversion testing approach than the Taguchi Method that I use. With new online website optimization system, you will be creating a full factorial experiment which means that you will be creating *every* creative possible. With the Taguchi Method, you are testing a few landing pages to get conversion insight without testing *all* of the possible combinations. The math and the array handles the interaction effects of the different items that you are testing on the page.
My question is why would you create and run every creative or landing page when you can test a few and know the direction to go in. You are testing to save time and money. You *should not* be testing for the sake of testing just to see if a particular landing page version might work maybe. Every "maybe" is costing you money especially if you are using pay per click to drive traffic.
The fact that this process is automated does not negate the fact you still will need to get clicks to each landing page to get data. More may not be better in this case. Just because it is automated and easy to do does not mean that it is the most effective use of time and money.
As I have stated before, automation does not replace know-how and data interpretation by a human. I am looking forward to evaluating this conversion optimization tool to see how it can be used most effectively.
Having more data to interpret does not mean better or more meaningful results. Your business success is supported most importantly by innovative thinking and actual results.
For my clients, I will continue to stress the importance of experimental design and setup as the keys to successful testing. Tools only work as well as the users knowledge and experience.
Key questions:
- What to test?
- How to test?
- How to create and design the inputs for the test that will yield the most insight?
Take Care,
David Bullock
Website Optimization And Testing Specialist
Results-Squared.com
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