ux and seo collide - a/b testing to influence on-site metrics
TRANSCRIPT
#State of Search @Chrisdayley
Influencing On-Site Metrics
UX and SEO Collide!
#stateofsearch @Chrisdayley
Who Am I?
2015 Non-Keyword Ranking Factors
“Not my problem, my designersjust suck”
Designers
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#Searchlove @Chrisdayley
Onsite metrics can no longer be considered “SOMEONE ELSE’S
PROBLEM”
#stateofsearch @Chrisdayley
#stateofsearch @Chrisdayley
85%15%
#stateofsearch @Chrisdayley
90-95% of purchasedecisions occur in
the subconsciousmind
http://hbs.me/1QleHnI
#stateofsearch @Chrisdayley
What todo?
#stateofsearch @Chrisdayley
1
Gain InsightsAbout YourAudience
2
Move theNeedle
3
Easy ContentTest
#stateofsearch @Chrisdayley
Gaining InsightsAbout Your Audience
#Searchlove @Chrisdayley
Heatmaps
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#stateofsearch @Chrisdayley
Where are people clicking?
How far are people scrolling?
#stateofsearch @Chrisdayley
#stateofsearch @Chrisdayley
Bookings+31%
#stateofsearch @Chrisdayley
Moving the Needle
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BigChanges
=Big
Impact#stateofsearch @Chrisdayley
#stateofsearch @Chrisdayley
Bounce Rates48%
Product Views410%
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Don’t overload users with content
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#stateofsearch @Chrisdayley
#stateofsearch @Chrisdayley
Create a test plan -pivot as needed
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#stateofsearch @Chrisdayley
#stateofsearch @Chrisdayley
8.1%Funnel Entrance
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#stateofsearch @Chrisdayley
Failed tests are equally as important as successful tests. You just learned what your audience
doesn't like.
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8.1%Funnel Entrance
72%
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#stateofsearch @Chrisdayley
12.3%Funnel Entrance
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Content Test
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How much contentdoes the audiencewant?
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Is it different on mobile & desktop?
=?
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Tools
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3 Variations:
Short (< 500 words)Medium (500-1,000 words)Long (>1,000 words)
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64.9%
1750 Words1055 Words542 Words
76.7%45.5%
TOP1:30
TOP3:49
TOP4:47
#stateofsearch @Chrisdayley
542 Words 1055 Words 1750 Words
76.9% 62.2% 44.4%
TOP3:36
TOP4:37
TOP2:01
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Mobile Winner - 542 Words
83.1%
Desktop Winner - 1055 Words
DONATIONS
28.4%DONATIONS
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So What?
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disruptiveadvertising.
com/guide
#stateofsearch @Chrisdayley
#Searchlove @Chrisdayley