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Four things your landing page must have


Posted by Michael Atkinson on September 17th, 2009 in Landing pages | 1 Comment »

A landing page is the page you go to when you click on an advertisement or search listing. Landing pages are important because they will often be the first time a visitor has seen your site. A common mistake is to confuse landing pages with home pages. If you send traffic from an ad to your home page it’s likely you are getting a low return on investment and experiencing a high bounce rate. This is because home pages and landing pages have different objectives and are used by people in different ways.

Landing pages are difficult to get right. Here we present four things your landing page must have. Read the rest of this entry »

Get visitor feedback with Kampyle


Posted by Michael Atkinson on September 14th, 2009 in Feedback analytics | No Comments »

kampylelogoAnalytics software such as Google Analytics help us gain insights into website traffic. By revealing issues such as high bounce rates and low conversion rates you can take steps to make your websites better. But it can be difficult to know what your website visitors think about your website. Visitors can give insights that web analytics cannot. Maybe the website is confusing to use, or it is not displaying properly in a certain browser. Usability testing should eliminate many of these issues, but in practice this is not always possible. You may already offer a feedback form or “how are we doing” link, but without an admin system behind it, it can be difficult to manage and interpret the data. Read the rest of this entry »

Counting a conversion when a link is clicked using Google Website Optimizer


Posted by Michael Atkinson on August 13th, 2009 in Google Website Optimizer | No Comments »

We recently needed to test the effectiveness of a new landing page. This is a classic A/B test so we used Google Website Optimizer (GWO) to set up and manage the test. Using GWO the way to implement this test is to add the Control script to original (A) page; the Tracking script to both the test pages (A and B); and the Tracking script for the Goal page. When the visitor clicks on the link (or button) for the Goal page, a conversion is counted.
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Typeface.js: Last word not rendering in Internet Explorer


Posted by Michael Atkinson on August 12th, 2009 in Web development | 1 Comment »

Typeface.js is my favourite way to embed custom fonts into web pages. Ideal for making attractive headlines, it’s SEO friendly, relatively lightweight, and unlike solutions such as sIFR it’s quick and easy to implement (and doesn’t require Flash). The one minor-ish flaw is that in most browsers, the user will not be able to copy text.

Whilst testing an implementation of Typeface.js I came across an issue in Internet Explorer. Whilst it renders perfectly - even in IE6 - it was dropping the last word in the heading. The solution is to add a call to typeface_js.renderDocument(); just before the closing </body> tag.

Demo: The problem, the fix.

Eye-tracking and usability testing with City University London


Posted by Daniel Martin on May 7th, 2009 in Usability | No Comments »

city-logoWe’re always looking for new ways to improve our service and feel that we’ve found a great partner with City University London. The Centre for Human Computer Interaction Design at City University London is largest research group in human-computer interaction, and their research is respected nationally and internationally.

Using the labs’ eye-tracking equipment, and working alongside the research staff, we can get a greater understanding of the usability issues faced on our clients’ websites. Being able to track a user’s eyes as they complete a task on a website reveals exactly how they view the page, and the information gained from the eye-tracking process can be fed back into the design process. Read the rest of this entry »

Is on-site search failing your business?


Posted by Daniel Martin on April 28th, 2009 in Search | No Comments »

In a previous post I suggested that website traffic that uses on-site search contributes to a higher percentage of revenue. In other words, if someone is using on-site search they are more likely to buy something. So how can we increase the effectiveness of on-site search?

Step 1. Understand how on-site search is performing

In our example, 18% of searches result in no products returned. This may be due to a poor search engine, or it may be due to people searching for things which are not relevant to the site. Either way people are searching for something they think they should be able to find.

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5 SEO quick wins


Posted by Michael Atkinson on April 24th, 2009 in Search Engine Optimisation | No Comments »

1. Identify your keywords

Keywords are the words and phrases that searchers enter into a search engine when seeking information, products, or services. Examples of keywords are “cheap flights” or “luxury hotels”. When identifying keywords it is important that they match with what people search for. People tend to search for “cheap” and not “low-cost”, “luxury” and not “deluxe”.

As a general rule, the longer the phrase, the more specific the results returned will be from the search engine. So “luxury hotels in Hexham” is a very specific keyword phrase.

Having trouble identifying your keywords? Try the free Wordtracker keyword suggestion tool.

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How important is on-site search?


Posted by Daniel Martin on April 21st, 2009 in Search | No Comments »

On-site search is often overlooked but it can be one of the most important parts of a website.  For e-commerce websites, on-site search is just as important as the hierarchical navigation. But what can we learn about the value of transactions made via on-site search? Consider the data for on-site search usage from an e-commerce bike website.

search01_01

The percentage of website visitors using on-site search is quite low at 9%. This low percentage can be misinterpreted that on-site search is an unimportant part of the website. But looking at website visitors who actually complete a purchase reveals a different story.

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