Maximize ROI: Conversion Funnel Design & A/B Testing

9/30/2004 - Thursday, September 30, 2004 -  0 comments   

Top E-tailers Say No To SEO

Study shows that the majority of the Fortune 100 are not using Search Engine Optimization (SEO). This new study from Oneupweb say that very few of the top online retailers had well-optimized sites, resulting in some missed opportunities to generate revenue. Lack of understanding about PPC and organic search are likely behind the lack of deployed optimization methods by Internet retailers. "They aren't aware that natural SEO can be measured in the same way PPC is measured," said Wehr, adding that the retailers may have "decided that purchasing PPC is something they can understand better and ease into slowly using internal resources - at least initially."

This is something of interest lately, because I have been considering how much optimization can possible be done on a major website. After reviewing many considerations I've realized the possibilities of generating more revenue are endless. In the end, Search Engine Optimization should be a main focus of any size website. It always results in a win/win situation: Better search results equals better traffic and turns into better ROI for the short and long term.

9/28/2004 - Tuesday, September 28, 2004 -  0 comments   

2005 Personalized Portal Competition: MSN, Yahoo, Google, AOL

There has been some excitement in the internet portal space this year. With MSN, Yahoo, Google and AOL releasing new tools and/or beta websites, we are getting set up for Major Portal Competition 2005.

In 2005 the focus will be to give away (more) FREE tools to personalize your web lifestyle. The more FREE users these portals have, the more long term revenue they can generate. Its simple: Portals give away personalized content (news), toolbars, and web browsers so the portals have better targeted advertising for increased revenue. The question is who will create the best complete internet solution? Seems like Google and Yahoo are taking the lead...

Google has Gmail, Froogle, AdSense/AdWords, ToolBar, Blogger, Picasa, Alerts and is rumored to be developing a web browser, GBrowser. Plus personalized search is still in beta. Could they also offer free web hosting too? This makes sense as it could integrate all of Google's tools.

Yahoo has Overture, Mail, Shopping, Small Business, Music Match, GeoCities, Toolbar, Banking, and so much more. They are bound to release a personalized search soon. Could Yahoo also be working on their own browser? It is very possible and could be similiar to the "toolbar war" from last year.

- Tuesday, September 28, 2004 -  0 comments   

My Yahoo! New Beta Design with RSS Feeds

Yahoo releases the long awaited makeover for its popular My Yahoo personalized homepages and other pages. This includes the introduction of RSS feeds, better integrated search and a new user interface.

This is a big step for the future of Yahoo and they are pushing forward in the major competition of the portals. Yahoo, AOL, MSN, and Google are all developing new products and releasing them in beta to the public. A couple of months ago MSN released their new design. AOL.com homepage currently has a beta release. Google is rumored to be working on a browser. Yahoo may even decide to create a browser as well. Its going to be a war for paid advertising and for free personalized content.

9/25/2004 - Saturday, September 25, 2004 -  0 comments   

How To Start A Blog: For The Average Internet User

- Bloglines.com has a unique product to publishing and sharing blogs and feeds
- This service is for more advanced users
- Bloglines is a great product, but the sales funnel is information hiearchy
- Links and type are too small, and important buttons are hard to find



- This blog publisher is for advanced internet users
- The home has a lot of links and it is hard to find where to start blogging
- My first impression was that the software costs money, and then I finally found the "Free Download" link. This was because of the color usage.
- The Average user may be reluctant to actually download software
- Overall this software is great for Advanced users, but very intimidating for the novice



- Blogger is a great tool and I use it for this web page.
- Since being redesigned, Blogger now help the average user get started with blogs
- The copy and imagery on the web site is very clear and the tour is easy to follow
- The user interface uses bold colors and easy to read fonts
- They should but more emphasis on FREE through out the entire sales funnel

9/24/2004 - Friday, September 24, 2004 -  0 comments   

Blog Sales Funnel: Blogger, Bloglines, Movable Type

During a new project I was researching the usability, plus look and feel of some of the most popular blog (weblog) publishing systems. The most important thing I found is that many different bell and whistles is great, but easy setup is the key to a successful product.

This process of getting new sign ups for a blog is actually a sales funnel. Even though a lot of these blog systems are FREE. This "hand holding" sales funnel needs to very intuitive and force users to the finish line - a successfully set up web page. While Blogger and Bloglines were easier to set up than Movable Type, there are still too many steps for the average internet user. This research will continue...

9/21/2004 - Tuesday, September 21, 2004 -  0 comments   

MSN focusing on Online Advertising Competition

Today I recieved a survey from MSN Advertising. It seems they are focusing to improve their online advertising solutions. There where even some questions regarding business relationships with Google and Yahoo. Here is an example question from the survey:

Which of the following do you use to measure the effectiveness of online advertising?

· Circulation or reach of the advertising medium
· Number of sales leads or referrals generated
· Increase in sales or revenue
· Number of click throughs
· Cost per click or visit
· Cost Per Acquisition/Cost Per Sale
· Number of customers who mention the ad
· Market research/customer surveys to test brand awareness and perceptions
· Impressions that on-line advertising has been good for business
· Increased Traffic to Website
· Do not measure
· Don't know

- Tuesday, September 21, 2004 -  0 comments   

GBrowser the next web browser from Google

ServeYourWorld writes "The New York Post is reporting that 'Based on the half-dozen hires in recent weeks (noogles), Google appears to be planning to launch its own Web browser and other software products to challenge Microsoft. I took a guess and did a whois search for Gbrowser.com and indeed Google Inc. is listed as the registrar."

9/20/2004 - Monday, September 20, 2004 -  0 comments   

Free Trial is now a month from Netflix

On top of Netflix AB Testing and the optimization of their website, Netflix has sweeted their introductory offer. They now have extended the Free Trial offer from 2 weeks to 1 month. This could be an end of the quarter special or it could because of the increased competition from giants like Blockbuster or WalMart. Either way, this move always benefits the consumer. This should result in a higher conversion rate. Maybe we will find that out in the next press release.

- Monday, September 20, 2004 -  0 comments   

Netflix is AB Testing their homepage

After I reported that Netflix has redesigned their homepage I revisited the website at my office (new IP). To no surprise I realized that Netflix is testing many different versions of their design, price point and information architecture.

Lets break down some of the marketing objectives. Version #1 is very similar to what you would see on a competitors sites like Blockbuster. The display of new releases is a standard promotion for video rental companies. Version #2 is displaying more of a family look and feel. The interesting things is that Version #1 is showing a price point of $22, while version #2 is showing $21.99. Testing prices is a standard direct marketing tactic during AB testing as the objective is to maximize your ROI.

Version #1:

Versus

Version #2:

- Monday, September 20, 2004 -  0 comments   

AOL and BizRate Launch In-Store

AOL is really looking to expand their members experience beyond the AOL browser. They also are looking to find new members who are searching/surfing the web. Now they have introduced the online shopping mall, In-Store.


It is interesting that AOL did not brand this website with their logo. They must see that as another vehicle to expand other revenue potential without direction association with the AOL brand/logo. This direct marketing tactic shows that AOL feels this product is going to be a winner.

The shopping experience and user interface is simple and clean. But it almost seems like AOL has just become a big affiliate mall. When you go to buy a product, each links targets a new window leading to that eStore. The benefits for AOL seem to be a better shopping experience for their members (more compare features/ratings), a unique shopping search tool, and more advertising revenue.

You have to assume the next big thing for AOL is moving everything outside of the AOL browser. This is will help AOL become a larger player in search, ad serving (with acquisiton of advertising.com), and eventually a redesigned AOL.com to compete with MSN and Yahoo portals.

9/19/2004 - Sunday, September 19, 2004 -  0 comments   

Netflix redesigns homepage and sales funnel

Netflix is a leader of the subscription based business model. When you are a leader, your competitors and wannabees copy your designs and marketing. I understand this, because the same thing happened to us at eDiets.com .


So in order to stay head of the competition, Netflix redesigned their website. A couple of the immediate observations include better use of HTML text and CSS, featuring new releases, and soft color with bold fonts.

The sales funnel and free trial offer have stayed the same, but they are now accepting checks too. Also, the new colors work well with the new bold fonts. My only suggestion would to put "FREE" larger and on more pages.

They should A/B test adding "FREE" on more pages. Another thing they should test is removing the price ($22) off the homepage. This could drive more people into the sales funnel to start a Free Trial (More Emails = More Follow-On Marketing). I know they test many ideas, I guess this new design has proved to be successful for them. I think there is more optimization to be made.

9/17/2004 - Friday, September 17, 2004 -  0 comments   

What web traffic goes to your sales funnel?

The simple answer is: All revenue generating traffic. This could be made up of newsletters, pay per click advertisements, banner ads or even Natural Search Engine Marketing. This even include internal traffic such from area like the homepage, search, and resources like FAQ's.

The most affective way to high conversion rates is to target your demographic and use the appropriate creative to represent your niche experience. Organized trafficking of your website will in return produce better results.

9/16/2004 - Thursday, September 16, 2004 -  0 comments   

What is a sales funnel?

An example of the eDiets.com sales funnel is here. This sales funnel is intended to turn visitors from banners into paying subscribers for the ediets weight loss program. The main call to action is the FREE DIET PROFILE.

A sales funnel is a set of online pages that could sell a magazine subscription or even the way to buy a domain. The main objective is produce the best ecommerce experience to produce high conversion rates. But there are many steps and practices to determine the best approach for your brand.

The general answer is that you need a hook. Not a bait and switch hook, but definitely something catchy. You need to "reel" the user into and give them something in return to show value in your product. If they are captivated by your brand and you have a good UI to show credibility, your sales funnel will do justice:
Produce High Conversion Rates.

9/14/2004 - Tuesday, September 14, 2004 -  0 comments   

This blog is transforming from a personal online portfolio to my online speciality of the sales funnel. The sales funnel is a world of A/B testing and Optimizing conversion rates for ecommerces and subscriptions based websites. More to come...

9/9/2004 - Thursday, September 09, 2004 -  0 comments   

This web design was done to promote their creative services: Media-Buying Agency

9/5/2004 - Sunday, September 05, 2004 -  0 comments   

My friends websites was just designed and now moving on to eCommerce: FireFighter T-Shirts

9/1/2004 - Wednesday, September 01, 2004 -  0 comments   

This small business web design is a new business and now going into local match advertising.