Webtrends Optimization

A huge part of doing optimization well is knowing what to test (put garbage in, get garbage out), so keeping up with good design philosophy is extremely valuable.  While brushing up on web design, I came across a Smashing Magazine article on UI design trends by Janko Jovanovic.  He uses a lot of great examples of good design, some of which are perfect for illustrating some optimization options.

With that in mind, I’m going to examine one of the sites mentioned and discuss the good, the bad and the testing opportunities I see.  The (lucky?) site I picked was Picnik, which has done a commendable job on their registration strategy.  (Also, like Widemile, they are a Seattle start-up.)  I only wish the site wasn’t flash based, which is more difficult to optimize.  Despite that, my thoughts on test variations and best practices are still applicable to it and any other registration campaigns.

Quick summary: Picnik is an online photo editing application.  You can upload photos and do easy photo editing all within the browser.  You can try out the app, even exporting and saving photos, without registration.

Let’s get started by checking out their form:

Although a bit busy, I like the way the form assists users.  It has a green highlight to for the selected field and dynamically pops up error messages (see the username alert below).  Additionally, it hides and locks the “again” fields until there is valid input in the corresponding field.

One highlight is how this is a good example of when a lightbox/page overlay type form might be appropriate (note that behind the form is the page I was working on, which has been darkened).  Why is it appropriate?  Because this is the form that pops up after the user clicks “Register.”  It makes sense to be direct and reduce additional marketing if the user indicates they want to sign-up by clicking directly on the register button.

Is this right for your site/landing page/microsite?  It’s hard to say, but I would recommend testing it.  This would fall into the category of a funnel test because it eliminates a page in the registration funnel.  As long as your full page and lightbox form don’t have any glaring issues, you should quickly see the influence of whether a small and direct lightbox form works, or if a whole page with additional information is necessary.

In terms of testing this overlay form, there are a few big opportunities for improvement.

• Testing title and intro copy. Use “free” in the headline and as the first word, e.g. “Free registration”, then list a few benefits rather than saying “All we need is a username, password, and email address.”
• Eliminate typing passwords and emails twice. Test this to see if it has a negative impact on registrations and if it creates lot of nonstarters (people who register but never return to the app.)
• Change the color of alerts to red instead of green because green is the site’s hyperlink color and also used for highlighting the selected field.
• The button should stand out. Call to actions typically work better when they are a different color from the rest of the site.  The button copy should be amped up a bit to “Get Started Editing”, “Save your photos now” or something similar too.

So how does Picnik capture users that don’t click register directly?  They offer it after a photo is saved:

As you can see, this page has a lot more content than the lightbox form since its a full page.  It has the job of pushing someone into registering after having used the product.  This is a good technique (mentioned in Javanovic’s article), but there’s always the question of if you’re offering too much or too little.  Testing how much to offer would be a very interesting and fruitful optimization campaign.

Overall, I’m not a huge fan of this page, but I do like the approach.  It has continuity at the top, showing the actual photo edited, and the form and main registration benefit (”Want Picnik to keep a copy?”) are prominent.  Also, they have structured the page to prioritize their conversion goals, keeping the focus on registration but still advertising the opportunity for people to print their photos or sign up for premium service below.

Here are a few recommendations to improve this page:

• What’s the clock icon for? Make the headline bigger or put in an informative image that will help encourage registration.
• Make the bullet points more prominent. The bullets disappear once the form begins to be filled out, using the same alert and field revealing technique I described with the previous form.  I would make sure the bullets stay on the page.
• Test all the copy.  It’s hard to know what feature is most important to users without testing.  Uploading more photos might be more appealing or saving their connections to Flickr and Facebook.
• Change the buttons. “Close photo” and “Create my account” look the same, they should be differentiated to emphasize their individual actions.  With a primary call to action, it needs to stand out.  Also, I would make the “Close photo” and “Continue editing” buttons much smaller to discourage immediate attention and clicks on those buttons, the point being to drive people to read the registration benefit copy.

Optimizing for registration involves many steps, beyond just improving the registration pages.  You can delve into when to ask for registration, test the ROI of emphasizing different products and then executing  segmentation focused pages as well.  However the easiest returns will come from some simple fixes like I’ve discussed above.

I hope this was helfpul talking over a real example, let me know if you’d like me to do more of these and if there’s any great sites out there I should look at.

A big mistake in testing is to overlook variables inside and outside of the test that impact results. In an ideal test, the only variables would be the ones you are testing on your page. That usually isn’t possible though, but as long as you account for them in your analysis, you will get correct and actionable information.

If you test a seasonal page, then the optimal page you get for that season, probably won’t perform when the season ends. By not paying attention to those kind of variables, you are setting yourself up into thinking you’ve found the optimal page. The same type of mistake is made by grouping e-mail, print, SEM campaigns and event traffic, unless you know they react the same to your changes.

Even within segments, there might be more segments to uncover. Your only limitation should be traffic; don’t segment so granular that you can’t run a decent sized test in a decent amount of time.

One of my clients doesn’t get a lot of traffic, but the traffic he does get is very distinct. One converts in the single digits and the other converts in the teens. Although combining them would get me more data, it would be very confused data since they convert so differently.

A few things to look out for:

• The ad or offers visitors see beforehand
• Interactions between your factors (if you aren’t testing interactions)
• Technical problems
• Problems that occur before or after the tested page

A note about the last bullet, the problems can range from a technical problem to a problem with the overall funnel. If people get different experiences in the funnel that drastically impact whether they convert or not, it can add a noise to your test. Some examples are different checkout processes for registered and non-registered users or users being inelligible for service.

The purpose of testing is to find out if a certain element performs well under the conditions you provide. If you aren’t paying attention to all the conditions, then the results you derive will be incorrect without you knowing.

Quality PPC and LPO campaigns are key to great conversion rates. If either of them are optimized, you might get good results, but with both of them optimized, your gains are exponential. There are a few pitfalls in optimizing them both though, even with good intentions you may end up confusing your results rather than getting results.

Here are 3 methods to effectively optimize your PPC and landing pages:

1. Do one at a time: Test out your new PPC strategy, but wait until your landing page testing is done. Changing your PPC means you’re changing the audience, both in demographics and expectations. This will impact your landing page testing. Once you find a winning PPC campaign, test the same messaging on your landing page. This is the easiest way to optimize both, but the next two are better ways to go.
2. Do them simultaneously: If you are testing 2 PPC strategies, create 2 separate landing page tests to match the respective campaigns and drive traffic solely to the matching test. This avoids biasing the PPC that better matches your landing page.
3. Segment all the way through: For segments you know you’re going to have, make them go to different landing pages. Test your pages and separately track how each segment performs. Sometimes all your segments respond best to the same landing page, but often times your segments want something different and it’ll show in your testing results. Also, if you’re doing #2 and realize that the ROI is good enough for both campaigns, break it out and optimize them separately.

These are basic, but very effective methods to maximize testing both your PPC and landing pages. If you want to get actual and sustainable results, you have to control as many variables as possible. Only when you can trust your data, will it perform how you expect. Follow any of these methods and you’ll be on your way to higher conversions.