Take a deep breath. Before you start thinking about the implementation and what you can or cannot do with the platform, begin with your data. Look for pages with the highest bounce rate, steps in your funnel with the greatest fallout, landing pages with the lowest conversion rate. These should be red flags … Read more »

• Lily Chiu
• 4 responses
•  Testing and Targeting

I have a confession to make: I’m not a Twitterholic. Not even close. I could shut TweetDeck down for a few days and continue stumbling blindly through my life without the tweets of friends and strangers streaming by out of the corner of my eye. But I digress.
Twitter has taught me there is a serious … Read more »

• Lily Chiu
• 2 responses
•  Testing and Targeting

With 2009 predictions whizzing around the web, I decided to write instead about what I’m wishing for in 2009. I’m hoping for an “if you build it, he will come” moment. Without further ado…
1) Agencies Get On Board
Aside from the handful of agencies that specialize in testing and conversion optimization, I’ve seen far less progress … Read more »

• Lily Chiu
• 2 responses
•  Testing and Targeting

I’ve been struggling with this question a lot lately as I talk to companies trying to figure out how to organize internally for testing. Some companies want to own testing and start running from day one, while others want to ramp up slowly with a few resources working part-time on it. Some are … Read more »

• Lily Chiu
• 0 responses
•  Testing and Targeting

Testing is inherently collaborative. It feeds off the behaviors of your visitors, but it also requires coordination among multiple groups for successful execution, including marketing, creative, and development. Those who begin testing for the first time can truly benefit from the experiences of those who went before them. So it begs the … Read more »

• Lily Chiu
• 5 responses
•  Testing and Targeting, Web 2.0

I spoke on a Landing Page Optimization panel at PubCon in Las Vegas last week, and the big learning I came away with is that more people are testing! It was pretty exciting to poll the audience on who’s currently testing and see well over 50% of the room raise their hands. Of … Read more »

• Lily Chiu
• 1 response
•  Testing and Targeting

There’s been a lot of talk about what the Obama and McCain campaigns are doing in both paid and organic search optimization, but not as much on what they do with that traffic once visitors land on the site. Campaign sites pose a unique challenge because they have multiple goals for visitors who land … Read more »

• Lily Chiu
• 4 responses
•  Testing and Targeting

We have to go back to the basics. I gave a seminar on Tuesday about optimization to a group of marketers in Los Angeles, and it really opened my eyes to the current state of online site marketing today. While it was a great, interactive session, the slide that got the most nodding … Read more »

• Lily Chiu
• 1 response
•  Testing and Targeting

Optimization is a fuzzy word. It’s been used to describe everything from decreasing page load time to improving user experience. I’m guilty of using it as a catch-all as well, but today I want to focus on two key components when it comes to optimizing your site for conversion:
1) Testing - the process … Read more »

• Lily Chiu
• 0 responses
•  Testing and Targeting

There’s been quite a storm brewing around the best methodology to use for multivariate testing: fractional-factorial vs. full-factorial. (For a quick primer, definitions of both are included at the bottom of this post.) I have to say that some of the arguments I’ve heard border on ideological in both their passion and rigor. Are there … Read more »

• Lily Chiu
• 8 responses
•  Testing and Targeting