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thejenn 11th July 2006 02:16 PM

New Article - Analytics Analysis For Search Marketers
Authored by: Manoj Jasra

Full Text:

A Snippet:

Having analytics in place is just half of the solution, actually using them and tailoring them to provide solid information and reasoning is what separates those on the leading edge from those on the bleeding edge.

dennismccarthy 11th July 2006 09:31 PM

Okay, so how?
Loved the article. Would have really loved some specifics. How do you SPECIFICALLy go about the task of testing two home/landing page designs simultaneously using google analytics or clicktracks? I hear the term A/B testing and multivariant testing being tossed around. Can someone give a remedial definition/procedure?

vangogh 12th July 2006 11:23 AM

I know I don't have things configured as well as I should at the moment, but I can't see how anyone can ever really know how well their site is performing without an analytics package in place.

TBerny75 12th July 2006 03:23 PM

Which web analytics provider to choose?
I have been researching web analytics providers but I'm not sure which one is the best to go with. I'm currently looking at Omniture and WebSideStory, both of which seem to provide extremely similar packages and get high ratings from third party research firms. If anyone has any insight I would greatly appreciate it. :D (p.s. I'm still pretty new to these forums so I'm not sure if this is ok to discuss here??)


Monty 13th July 2006 02:10 PM

re: A/B testing vs. multivariate testing
A/B testing is trying 2 (or more) versions of a page component like a headline, image, button, etc. and seeing which one leads to the best increase in desired visitor behavior.

Multivariate testing is trying 2 (or more) versions of multiple page components at the same time - e.g. 2 headlines + 3 images + 5 buttons, etc. It's like running multiple A/B tests simultaneously.

A/B testing is a good way to have a simple "bake off" to decide which version is more effective towards a visitor goal like a purchase/conversion, lead submittal, registration, etc. It's also a good way to get started with testing before advancing to more complicated methods (and it's far better than not doing any testing at all!)

Multivariate testing tells you not only which versions of each component are "best", but reveals which components are more or less influencial towards one or more visitor goal. It tells you, for example, that a range of versions of the homepage image accounts for +/- 30% in click-through to the next page, whereas the range of versions of headline accounts for only +/- 4% in click-throughs (Why do you care? Next test you run you shouldn't bother with the headline... just focus on the image since it is more influential!)

You can roll your own A/B testing using homegrown software, and there are also several free/low cost PHP/ASP scripts that can do the job and get you up & running.

For true multivariate testing, the only method I know of is using a commercial product like SiteSpect Multivariate Testing.

Good luck!


thejenn 13th July 2006 07:32 PM

Welcome aboard Monty! :)

TBerny75, I'd suggest that you also look into ClickTracks. Price-wise it matches up pretty well (or lower) than most of the better known players, but analytics wise, it's got some pretty awesome functionality, especially if you're not a "stat-head."

Monty 15th July 2006 05:37 PM

hey, glad to be aboard, thejenn :welcome2:


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