A couple days ago I posted the first installment of a live full service optimization of a client landing page. Well we are almost ready to go, but first I wanted to provide a little more information on the test design. Last time I mentioned the factor (variable) selection.

For this test, we are using an optimization type which we only make available for Full Service optimizations. In this case, it provides for up to 6 headlines, 3 images, 3 headers, 3 form placements, 3 greetings, 3 body copies, and 3 urgency appeals. This means there are over 4000+ combinations we will be able to look at!

One of the things I try to emphasize is that no matter what optimization system you are using, if you put garbage in, you are going to get garbage out. This means that a truly great creative writer can probably do more with A/B testing than an ordinary person could do with any of these advanced methodologies. So much of the ultimate success of an optimization campaign is controlled by the quality of the creative inputs.

Factor selections and level selections can be broadly divided into two categories- “creative” and “mechanical.” Mechanical variables are things like font size, color, background color, image size, etc. Creative variables are those like headline copy, ugency type, or call to action. In this case, improved copy will be a key to the optimization. Looking over the factor list, most of the factor selections are of the “creative” type, rather than the “mechanics” type. There is one notable exception- The form position.

Here is our test design, flushed out with the level selections:

Headline

1. Why watching this DVD could be worth an extra $10,000 a year
2. Before your next performance review, make sure you’ve watched this
3. How watching this DVD could keep you off the pink slip list… for good.
4. How to get a raise on your own terms
5. Starting -date- get paid what you’re worth
6. At last a surefire tactic to get a raise on -date-

Image

1. DVD only
2. Lifestyle- Woman
3. Lifestyle- Couple

Logo Header

1. UAC Logo only
2. PB Logo only
3. Both Logos

Form Position

1. Right Side
2. Left Side
3. Bottom

Lead In

1. Here is what…
2. Dear Bookkeeping Professional…
3. None

Body Copy

1. CONTROL
2. Show you first
3. What you will learn first

Urgency Appeal

1. Limited Time Offer
2. Free for a limited time
3. None

We are ready to begin blogging our first live taguchi optimization. This is a “Full Service” Optimization whereby we provide the test design, creative, and test analysis service, bringing back a fully optimized ad. We guarantee a 50% increase in response rate on full service optimizations, so we’ll see if we get it this time.

Over the coming days we will share some of our thoughts and strategy as we optimize this landing page using the Taguchi Method, and post live results to our blog. Our goal is to increase the lead conversion rate of the landing page at http://www.bookkeepingbiz.com/knowaccounting/ Currently it performs at a relatively anemic 15.5% on traffic from Google Adwords. (This is the conversion rate to date since 6/1/2005).

Using the Taguchi Method, we have identified 7 variables or “Factors” on this page design which we will test:

1. Headline
2. Image
3. Header
4. Form Position
5. Lead In/Greeting
6. Body Copy
7. Urgency Appeal

Check back to this blog regularly, as we reveal some of the secrets of increasing conversion rates, and what we learn on this optimization. In the next post, we’ll find out about level selection for the test!