On a daily level I work with landing pages and I cannot stress the importance of having a good landing page. This goes especially for Google adsense pages, which will not only increase your conversion but also increase your Google adsense account, so you pay less for your keywords.
This video gives you a very good introduction to doing landing page improvements. The bad thing with this video is that the examples they use are very poor. This means that there are a lot of low hanging fruits. Notheless it shows you some of the misstakes to avoid when doing landing page optimisations.
To be fair one cannot say that a web analysts are in the spotlight. Your organization might not recognize the true value of your work therefore making you one of many. Although all of us know that being a web analyst is a very broad field. To become a master you need to know a bit of everything. SEO, business models, PPC, tracking, ab testing, user profiles, are just a few of the buzzwords you have to master.
So the question is how do you get noticed? The bottom line is to show value. I have compiled three effective factors that will guarantee bring you the right type of attention and if they don’t you can always take a naked run around of the office on a Monday morning.
a. Make a simple improvement that will generate more money. Maybe you have heard the story about the 300-million dollar button. The web analytics expert of one of the larger e-commerce stores inserted a button called “buy now without registering” and increased the yearly sales by 300 millions. He received a thank you call from the CEO.
b. To get around the technical hurdle of testing try to start by get a cheap online tool, like Optimizely or Website Optimizer, later you can move on to a more expensive tool.
2. Deep dig into analytics data combine it with user studies and build personas, where you tell you’re marketing people how people behave on your site. Assist them in finding great headlines and offers that can boost your conversion. Create full size personas by cardboard and put them in the marketing department or in your office area or even better by the water cooler. Trust me it will stimulate great discussions.
3. Compile a list of 10 points that will increase your revenues and spread the list to the managers. It will guarantee attract their attention. If you can put a realistic dollar value on each action you will have a winner.
Writing good headings on a landing page that makes people to convert is not that easy as it sounds. Part o the problem is that the people creating the headlines are not experienced enough to understand the power of a good heading. In many online companies the editors are not trained in this thinking.
The best people to write selling headlines could probably be found in the retail industry. Especially the clothing and food industry know how to use psychological triggers to create headings that sell.
Depending on your field of business you shall use various headings but the below three are the highest converting for most industries.
1. Buy One and Get 50% on the Second and Third Item.
A clothing department tried two different messages, the mentioned and this “Buy two items and get the third for free”, which did not work at all as well as the first one. There are variations of this heading but playing on the get a discount psychology triggers people to buy much more than they intended.
2. 30 Day Free Trial.
This heading is great for software industries and is more or less standard. Buying a non physical product makes people very uncertain of what they would get. Therefore playing on the non commitment feelings you can increase conversion by twofold. I have seen conversion increases of up to 150%.
3. Big Sale, Limited Time Only.
This heading is used by many companies that do want to evoke a sense of urgency. It is great to evoke extra sales but you should use it with care, if you always have sale the effect will eventually wear off. This headline is extremely good for new visitors to your site, either from ppc or seo sources.
As you can see the common factor among these three are that they are playing on peoples psychology of getting a good deal and that they should act now. Try them on your own ppc pages and if you want let me know how you did.
As a web analyst you need to be able to explain data in a compelling way so your audience understand your points. One of the most compelling presentations of data has been done by professor Hans Rosling (his blog).
Take a moment to watch his presentation it is worth it.
Here is a short video on the profession as a web analyst. It gives you a feeling of what a web analyst earns, and I have double checked this and it is fairly accurate. If you have a few years experience expect to be in the range of USD 50.000 to 80.000 a year.
Take this number though with a grain of salt since the data is a bit so and so. For example Web Analytics Association says that the average compensation for web analytics in 2007 was $88,500. Workers earning these levels are said to spend at least 25 percent of their time performing web analytics. While PayScale, Inc. reports a much different picture for web analysts’ earnings, with the average web analyst’s salary in the information technology industry falling between $46,057 and $68,591.
Web analysts employed by Internet firms earned in the range of $47,634 and $70,377, as of November 2010.