Live Taguchi Optimization... part two: The levels

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

Live Taguchi Optimization Blogged!

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!

July 2005 Newsletter is online

Our July 2005 Newsletter has just been published, and is available online. This month we take a look at 3 different testing methodologies in an exclusive article (not seen before.)

Speaking at SES San Jose

I'll be speaking at the Search Engine Strategies conference in San Jose on Landing Page Testing. This session is on August 9, although the whole conference goes from the 8th to the 11th. If you are going to be there, drop me a note.

Advertising costs keep climbing higher

Search Engine Watch and Fathom Online reported today that search ad prices had gained another 3% in June! This is on top of the 3% lift from May's figure. With the cost of ad space on a never ending rise, itsn't it time you start optimizing your creative for improved conversion?

There are two ways to get more leads or sales out of your online efforts- get more eyeballs to see your ad in the first place, or increase the number of eyeballs that convert to a sale or lead. In other words, put more into the top of your funnel, or widen the bottom so more fall out.

Thanks in large part to the major search engines and advertising networks, the pervasive "best practice" has been to put more in at the top, to get more out at the bottom. In my opinion, the is foolish: It is more expensive, and leads to higher ad costs for everyone.

With costs going up, maybe you should think about the other option- get smarter and widen the bottom of your funnel by increasing your conversion rates!

Did you know there are two types of A/B Testing?

When most people think of A/B split run testing, they are thinking in a "classic" sense. Change one thing at a time, and you will be able to understand the results of your change. Good or bad, you will learn some useful nugget about your marketing.

There is another strategy. This is one I call the shotgun approach. It never teaches you as much as the first, but it frequently brings in better results. The analogy is similar to firing a shotgun. Hopefully a few of the pellets will find their target, which in this case would be a more profitable landing page.

Rather than meticulously varying one element at a time, take a big picture view and vary the whole thing. Change the offer, the major benefit, the headline style, everything. Just try to keep them in line with each other. Although you will never know exactly which change resulted in the bigger results, you just may find a more profitable page! Now is where classic split testing becomes handy. Use it to fine tune your new page by focusing on things like the headline.
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PS- We are discussing this and other interesting topics in the new Vertster forum at http://www.vertster.com/forum/ Feel free to join in!