We’ll be talking about Google Optimizer first. So first, what Google optimizer is. Whether it’s a custom tailored message at your checkout or a completely revamped homepage, Google Optimized shows you which site experiences are engaging your users the most and gives you solutions you need to deliver those experiences across your site, what you can do with it, so you can test variations of your Web pages, landing pages, your content.
You can configure a B and a B neutral tests as well as multivariate tasks and even configure personalization. You can also create and test custom landing pages, although that functionality is a bit limited compared to what you might get with another tool. Here’s what I like about it. There’s a native integration with Google Analytics and that makes it easy to see what’s going on and to see the impact of your optimizations. You can also use your existing analytics data to identify areas of your site that can be improved with Google optimizer. It’s also easy to get started with. You can set up your first test in just a few minutes and there’s a whole suite of tools and testing options that are available for free. Here’s something to try today. Test three different versions of your landing page, changing only the headline.
- One version should have a headline focusing on key features of the product or service.
- The second version should focus on the benefit you’re providing for your end users, such as Peace of Mind or more time to focus on what matters most.
- The third version should have a headline focusing on your credentials, something like industry leading or trusted everywhere.
Hold everything else, the same one, those landing pages, and then see which page does the best. The second tool we’re going to look at is called Lucky Orange. So what is Lucky Orange? Lucky Orange has the goal of helping you to see everything the user did before they left your site with the idea that you’re trying to understand why people left without taking action, why they left without converting. And so here’s what you can do with it. You can get heat maps, visitor recordings, actually follow individual visits, clickstream data to see where their eyes are on the screen and what they did first and second and last after reaching your landing page.
Here’s what I like about it. These types of maps are super helpful in identifying where the roadblocks are. In your user experience and learning, what point do visitors lose interest? How far do they scroll down your page? And is that witty catchphrase supportive of your main goals, or does it distract from your main content? Here’s something to try today. With luck, your friend set up a heat map test on your home page, come back a few weeks later to see what elements of the page users are paying the most attention to, as well as how far they’re scrolling down the page. It could be that critical information is never being seen at all. User Linux is our third tool that will take a look at. So I like user Linux a whole lot because I like to get really raw data. And so here’s what the tool here’s what the tool does, right? If analytics tells you what happened on your website, user Lytic is going to help you understand why it happened by providing real time feedback from real people. So the premise is that real people visit your website and provide their feedback in real time. The results are eye opening and frequently surprising. Both business insiders and marketers can easily miss how real people might perceive or respond to your website.
So it’s great for getting raw, real time feedback. It works best, I’ll say, for business to consumer websites where the users taking the test are a rough demographic match for your target audience, for high, high capital expenditures and large business-to-business purchases and partnerships and things of that nature. It’s maybe a little bit less easy to use user lyrics for that anyway. So here’s what you can do with user lyrics, though. So with user lyrics, you set up tests where you have users go through your website and complete a series of tasks or provide feedback on a series of of elements. And you’ll actually be able to use screener questions to narrow your audience by age, gender, income level, geography and more. You can test a single landing page or an entire site, set up whatever you want to see, maybe your entire conversion funnel or give instead of landing pages. And then you can have tools you can choose to. Have users tests where you not only hear the user, but also see them adding greater depth to the analysis, as you can pick up on things like nonverbal cues. Now, what I like about user lyrics is that it demystifies your website data by adding the voices and faces of human beings. It also surfaces concrete recommendations for your website that don’t follow the internal agenda of marketing teams or sales teams and really puts the user at the center of your analysis.
One time I did a user litmus test and we had maybe three out of five users who said I would not submit the contact form on this site based on everything I’ve seen, I just don’t trust them. That’s an important thing to know for your own site, and it’s great to actually hear that from real people. So here’s something to try today. Take that new landing page that your SEO loves but your marketing team says is underperforming or vice versa, one that your marketing team says is awesome and the SEO doesn’t feel expresses your your company brand set up a user litmus test to get feedback from outsiders and then take the action you need to to improve results. OK, so those were the three tools that I like to use for conversion rate optimization. That was, again, Google Optimizer, Lucky Orange and user lyrics.