Use Google’s Experiments to enhance your website’s engagement and conversion metrics

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Last week, we’ve shared a few tips for A/B Testing, but how should we start one?

We apply all the web design best practices but without any visible performance improvement. You’re not sure of what it is, and you need to know how to apply more continuous testing to maximise the engagement and conversion metrics of your website.

In this article, we’re going to explain how to set-up a split test inside Google Analytics in a few minutes.

The goal is always the same: make them get what they want as fast as possible while getting them closer to one of your conversion needs.

Google Analytics comes with a basic experiments feature that allows you to compare different variations of a page and split the traffic accordingly between them. Keep in mind though that you’ll need quite a bit of volume to get statistically significant results (rule of thumb is to have min. 100 conversions but this can vary quite a bit) and be able to decide if the changes actually worked or not.

If your traffic numbers are still low, the most common way to generate cheap traffic fast is through Facebook ads. In our next article, we’ll share with you a deep dive on how to set up and run them the most effective way.

But How Can You Run an A/B Test in Google Analytics?

Setting it up takes only a few minutes. Once you decided what you need to test, you can get started.

A.) Get Started

Under the BEHAVIOR tab, you can find the Experiments tab. If this is your first experiment, , you’ll probably see it like this:

Setting up A/B Test in Google Analytics
Click on Create Experiment on the top left.

B.) What should you experiment?

Name your experiment with whatever your objective is. Here is where you can set a detectable outcome to check results and see what’s the best variation possible.

AB Test - Create New Experiment
Here you might:

  • Select a Site Usage data (like bounce rate, shown here)
  • Select an existing goal (like purchases, opt-ins etc)
  • Create a new objective or goal

This depends on what you’re testing in the first place. You’ll be surprised by all the metrics related to your website. You can see the bounce rate, for example, on Behavior > All Pages. On our test we’ll use Bounce Rate as Objective.

Google Analytics behaviour reports

By default, all those advanced options are off and Google will always “adjust traffic dynamically based on variation performance”.

Let’s keep going?

C.) Configure your experiment

Now you add the URLs for all the pages you need to test the variations. Just copy and paste the links, like this:

The New Google Analytics Content Experiments

You can give names so you can remember them easily. I’ve named them like the above.

D.) Script code

Editing the page’s code can look scary at first but it actually quite easy. The first thing you see under this section is a helpful toggle button to email the code snippet to your developer.

Setting up your experiment code
AB Tests step by step in Google Analytic, adding script code to your page

If you’re doing it yourself, make sure to double check the pages you’re testing to make sure that your default Google Analytics tracking code is installed in all of them.

Next thing, you highlight and copy the code provided. You’re going to look for the opening head tag in the ORIGINAL variation (which will be located on the top of your HTML document).

Search for <head> to make it easier for you.

Once that’s done, click NEXT STEP in Google Analytics and they’ll verify if everything is ready to go. If it’s not, they’ll let you know.

Inspect element in Google Chrome
Experiment code validation

And… voilà!

Don’t forget that you can only make an important decision once your experiment reached minimum 95% statistical significance. You can measure it using this very helpful tool.

What we can learn from this is that websites are never 100% finished! We always need to experiment with new ideas and analyse data to keep increasing our conversion goals.

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content marketing, startups, growth hacking

Most of us have learned by now that content is the currency of the modern Web. It’s used to earn trust, attention, engagement, and actions from users all around the world by brands and businesses of all sizes. And it often primes your visitors to respond positively to your the conversion optimization tactics you’ve employed on the landing page.

Since we Crazy Eggers are in the business of optimizing every tactic for maximum conversions, it’s important that we take time to design a content strategy that does, in fact, have conversion-oriented goals and drives action.

What a lot of us tend to forget is that there is no default definition or form for ‘content.’ The term encompasses anything and everything from a single social update to original television series and everything in between.

One extension of the content marketing universe that has been growing quickly and quietly is social content. In this post I’ll provide answers and direction to questions like:

  • What makes social content different from the other content we’re creating?
  • How can I develop a social content strategy?
  • What tools do I need to be successful?
  • How should my strategy evolve over time?

Content in general can be repurposed for a variety of media channels so defining ‘social content’ has less to do with the format and more to do with the purpose.

In my opinion, the primary motivator and focus point should be enhancing the fan/customer relationship and experience with the brand on social media. Other content you create will be focused on growing your audience size, raising awareness, and driving conversions for your business. This content needs to be different.

It’s a fact that all social networks are becoming more and more cluttered with updates from brands and users alike. (If you’re not convinced, just look at the amount of photos taken on Instagram.)

To cut through that clutter, you need something more than cute kitten pictures and memes. You need content that appeals to your specific audience by resonating key elements that factor into their relationship with your brand like common interests, shared pain points, or valuable solutions.

This brings us to our first step…

 

Read the full post here:How To Design A Social Content Strategy That Converts | The Daily Egg.

How I Reached 100,000 Visitors with These 7 Rules

Over the years, I’ve taught you a lot about content marketing… from what tactics others are using to showing you what’s working.

But I’ve never really opened up and shared the rules I blog by. What you don’t know is that I rarely release a blog post if it doesn’t follow 7 key rules.

So, what are these rules that have helped me grow the Crazy Egg, KISSmetrics, and Quick Sprout blogs to over 100,000 visitors a month?

Here are the 7 rules I blog by: ….

Read the full post here: How I Reached 100,000 Visitors with These 7 Rules

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content marketing, startups

Everyone’s doing content marketing. 94% of small businesses, 93% of B2Bs, and 77% of B2Cs use content marketing. Basically, that’s everyone.

Either way, that’s a pretty significant number of businesses that are having a go at it.

There’s a problem, though. Just because everyone is doing content marketing does not mean that they are winning at content marketing.

According to Content Marketing Institute, only 9% of B2B marketers consider their content marketing efforts to be “very effective.” In other words, all this content production doesn’t seem to be working.

There’s obviously a disconnect between what marketers are doing, and what is actually working. There’s this belief, a correct one, that “content is the present — and future — of marketing.” Marketing gods like Seth Godin have long sung the praises of content. Others declare that “content marketing is dead because now it is simply marketing.”

But is it content marketing working? Just because something is common, popular, or important doesn’t automatically mean that it’s working.

I wrote this article for those businesses who are doing content marketing just like they’ve been told, but aren’t seeing results. They don’t feel like content marketing is effective .

Why isn’t content marketing working for you? Here are a few of the most common reasons. I’ll spend a little bit more time on the first few because they’re the most important. See if you can identify with any of these…

Read the full article here: 10 Common Reasons Why Content Marketing Isn’t Working for You.

amazon, referral program

The largest ecommerce player in the U.S. just launched a customer referral campaign.

This is a great move by Amazon because:

  1. Prime members are a lucrative demographic. A survey found that they spend almost twice as much as other shoppers on Amazon.com. They also order more times per year than their non-Prime counterparts.
  2. Referral programs are highly cost-effective: Enlisting new Prime members with a referral campaign makes a lot of sense since customer referrals are one of the lowest cost acquisition channels.

What does a referral program look like when it’s built by market leaders?

At ReferralCandy, my team and I have been studying the data of thousands of referral programs. We pore over the data to figure out what works and what doesn’t.

So you can imagine how stoked I was to get the opportunity to study how Amazon, the market leaders in ecommerce, crafted their referral campaign. (After all, Prime has been cited as a great example of a loyalty program, so the folks over there clearly know what they are doing.)

I signed up for an account and was ready to be blown away…

Read the full post here: Lessons From Amazon Prime’s Referral Program – Customer Acquisition and Referral Marketing blog.

startups, content marketing, growth hacking, reddit

As a central hub for understanding customers and promoting content, Reddit is a goldmine.

Reverse engineering success on Reddit has worked well at our agency, but over time, we encountered a roadblock. How do we filter through the thousands upon thousands of subreddits to create content with the largest distribution potential?

Finding relative subreddits for clients can be a headache. Some allow link submissions, while others only allow “self” submissions, while others are purely Imgur links. If you’re starting with content and then locating the best place to submit, the spread potential on Reddit can sometimes be hit or miss.

Similarly, if you want to find the most popular self or Imgur subreddits in order to do research on your target market, it’s not that helpful to find unpopulated subreddits. So, we decided to do something about it.

Over the course of a few weeks, we compiled a list of 750 popular subreddits in a public Google Spreadsheet, where you can can filter by three different variables – industry, subscriber total and submission type…

Read the full article here: 750 Popular Subreddits, Categorized by Industry and Submission Type – Siege Media.

Does your business use content marketing as part of its promotional strategy? If not, or if you’re looking a way to do it better, you’ll want to read on. We’ve scoured the Web for the best advice from small business blogs and communities this week. So here in our Community News and Information Roundup are our top 10 tips for using content marketing effectively…

Read the full article here: 10 Content Marketing Tips From Our Community.

In the early days of iDoneThis, we had never heard of content marketing. We had no cash, no knowledge on how to acquire customers, and no idea how to run a business, and we figured that we would write a few blog posts about what we were trying to accomplish with iDoneThis.

That tiny idea is how our journey into content marketing began, and it’s how we grew iDoneThis from nothing to becoming a million-dollar business — entirely through content marketing.

This guide includes absolutely everything we’ve learned about content marketing. We’d love to hear what you think on Twitter at @idonethis

Find the full article here: Content Marketing – The Definitive Guide.

Is your content marketing strategy working for your business, or would you like to generate more leads? Where do you start? How do you find the best ideas?

Elliot Shmukler, former product manager of LinkedIn, pioneered the idea that all optimization tactics stem from one of three basic levers:

  • Increased exposure (e.g., more people see your website)
  • Reduced friction (e.g., Amazon’s one-click checkout)
  • Increased incentive (e.g., buy one, get one free)

This theory is the driving force behind all popular growth hacks, and it provides a solid framework for coming up with tactics to apply to any area of your business – including your content marketing.

Here’s how optimizing for Shmukler’s three levers can help you craft a solid content marketing strategy that generates more leads.

Find the full article here:  How to Optimize Your Content Marketing Strategy for More Leads | Unbounce.