Conversion
Optimization Tools
Choosing the right optimization tools can make a significant
difference to your bottom line. Learn all about the latest tools
and how they can improve the volume of visitors to your website
and increase your conversion rates, revenue, and profits.
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Conversion Optimization Tools
Do you know you can increase your online sales by using website analytics and testing tools? If your answer is yes, then the more important question might be: Do you know how to choose the right website analytics tools that can help you increase your
conversion effectively? Appropriate analytics tools can help you identify the weaknesses of your website and understand your potential customers, which can help to improve your marketing strategy.
To help you choose the tool that’s most appropriate for your business, we’re going to review thirteen different website testing and analytics tools, examining their features and prices. The right tools will give you a better understanding of your online business and thus increase your conversion rates.
A/B test, Multivariate Test Tools
1. Google website optimizer
https://www.google.com/analytics/siteopt/exptlist?account=24640264&hl=en The official blog: http://websiteoptimizer.blogspot.com/
Introduction
Google’s free website testing and optimization tool allows you to test and optimize the website’s conversion rate to increase leads, revenue and marketing ROI.
Method
A/B or multivariate experiments test which elements of a website have impact on
conversion rate. A/B experiments, also called A/B testing, is a method of market testing by which a control sample is compared to a variety of single-variable test samples. For example, each test sample will have only one different component on each page for tester to understand the impact of the change of each component. A/B test is usually performed to determine the better of two content variations. While multivariate experiment can theoretically test the effectiveness of limitless combinations. It can be thought of as numerous A/B tests performed on one page at the same time.
Features
Free
Can be integrated with Google Apps such as Google Analytics. While Google
Analytics tells you what's happening on your site, Website Optimizer empowers you to change it. You can use Google Analytics to track user behavior on your site; Website Optimizer will give you the tools you need to improve your site and get users to convert into customers.
Blog support
Need IT assistance for coding
2. Adobe Test & Target
http://www.omniture.com/en/products/conversion/testandtarget
Introduction
Design and execute tests, create audience segments and target content using an intuitive interface. (Formerly Omniture Test & Target)
Method
A/B and Multivariate testing tests content on site, in email and display ads. Performs behavioral targeting (i.e. uses information collected on an individual's web-browsing behavior, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual) by breaking out conversion data per targeted group and creating individual customer profiles such as product holdings in order to increase conversion rate.
Features
Effective targeting by providing different versions of content to different segments of site visitors.
Multi-channel analytics : Correlate customer interactions across online and other channels
Ad testing: track clicks to monitor ad performance in real time from first click to final conversion.
3. Ion Interactive: LiveBall
http://www.ioninteractive.com
Introduction
LiveBall is software that converts more web visits into business. It helps marketers produce, target, test and optimize their most compelling web content.
Methods
A/B and Multivariate experiment
Features
Priced from $1295 for 10,000 unique visitors per month to $17,895+ for 3,000,000 unique visitors per month
Content management
No coding: from text, to images, flash, forms is managed and tested without code by non-technical people.
Multilingual features: flexible structure of the page that can be molded to cater to the varied language and cultural requirements; the global organizations can standardize on a single platform for all of their multilingual pages.
Statistics analysis and third party integration: can use the data from Google Analytics to do statistics analysis.
No installation
Vast resources on company’s website (webinar, blog, ROI calculator, etc.)
4. Unbounce
http://unbounce.com
Introduction
Unbounce provides marketers using banner ads, email, paid search or social media marketing, the easiest way to create, publish and test promotion-specific landing pages without the need for IT or developers.
Methods
A/B testing
Features
Priced according to the maximum number of people tracked: from $25 for 1,000 unique visitors per month to $500 for 100,000 unique visitors per month. Integration with Google Analytics
Providing landing page templates No installation
No coding for web page design and testing
5. Visual Website Optimizer
http://visualwebsiteoptimizer.com/
Introduction
Visual Website Optimizer is an easy-to-use A/B testing tool, as well as a flexible multivariate testing software.
Methods
Basic A/B test (without coding) and advanced multivariate testing
Priced at $49 for 10,000 tested visitors per month (with 3 simultaneous tests); $129 for 30,000 tested visitors per month (10 simultaneous tests); $249 for 100,000 tested visitors per month (25 simultaneous tests).
Features
Visitor segmentation for running targeted tests Integrates with Google Analytics, SiteCatalyst1, etc.
Simple A/B testing: can directly remove everything on the original page and
1
Adobe SiteCatalyst provides marketers with actionable, rea l-t ime intelligence about digital strategies and
ma rket ing init iatives. It helps marketers quickly identify the most profitable paths through a website, segment traffic to spot high-value web visitors, determine whe re visitors are navigating away fro m the site, and identify critica l success metrics for online marketing ca mpaigns. Adobe SiteCata lyst is part of the Adobe® Online Marketing Su ite of applications for online business optimizations.
redesign.
Heatmap and Clickmap - Visually shows where visitors click on your website page and where the hotspots which attract visitor attention are.
Real time report
6. Monetate
http://monetate.com/
Introduction
Monetate offers a full range of marketing features, including A/B and multivariate testing, dynamic graphic rendering and geo-targeting.
Methods
A/B testing, multivariate testing Personalization and targeting
Advanced segmentation and targeting: Data such as where new traffic comes from, what search terms brought a new visitor to the site, what products they looked at before they left which your current CRM system may not have.
Geo-targeting: changing the content of your website based on the location of the person looking at it.
Environmental targeting: the ability to change product promotions and website messaging according to the weather there your customers are located.
Features
Personalization and targeting Statistical analysis
7. Maxymiser
http://www.maxymiser.com/
Introduction
Maxymiser is a Conversion Management platform enabling marketers to increase their website effectiveness by proactively managing conversion rates through multivariate testing and website personalization solutions.
Methods
A/B and multivariate testing
Features
One touch integration platform for multivariate testing and A/B testing
Behavioral segmentation mines visitor data and then identifies clusters where additional conversions can be found.
Multichannel marketing gives your customer a personal connection through all channels with which you interact with them. Integrates the rich visitor and customer intelligence data gathered on your website into all the other channels your brand touches: in-store, email, call centers, direct mail, social media, and many more.
Website Analytic Tools
8. Google Analytics
http://www.google.com/analytics
Introduction
Google Analytics is an easy-to-use free software service that gives you insights into your web traffic and marketing effectiveness.
Methods
No experiment support, only provide website information such as conversion rate, traffic rate.
Features
Free
Available apps to extend Google Analytics and can integration with google adwords
9. Crazy Egg
http://www.crazyegg.com/
Introduction
With 3 types of heatmaps, Crazy Egg provides visualization for every click that your visitors make.
Methods
Uses 3 types of maps to show the customers’ behavior:
Heatmap - A picture of where people clicked on your site. This lets you see what’s hot and what’s not, so you can make changes that increase conversions.
Scrollmap - This shows how far down the page people are scrolling and helps determine where visitors abandon the page.
Confetti – This mechanism enables you to distinguish all the clicks you get on your site segmented by referral sources, search terms, etc.
Features
Priced at $9 for 10,000 visits per month; $19 for 25,000 visits per month; $49 for 100,000 visits per month; $ 99 for 250,000 visits per month.
Only website analytics, no testing
A simple way to display data (provide limited analytics)
10. Clicktale
http://www.clicktale.com/
Introduction
ClickTale tracks every mouse move, click and scroll, creating playable videos of
customers’ entire browsing sessions as well as visual heatmaps and behavioral reports that complement traditional web analytics.
Methods
Only analytics, no testing
Pricing: $99 for 20,000 pageviews per month; $290 for 80,000 pageviews per month; $990 for 300,000 pageviews per month
Three suites to represnt the data:
Mouse Tracking Suite - tracks your visitors’ mouse movements through your website
Heatmap Suite - mouse move heatmap, click heatmap, attention heatmap, scroll-reach heatmap.
Conversion Suite:
Advanced filtering- sorts by countries of the customers, what links they clicked on, how far down they scrolled
Conversion funnels- uses your existing click tale data to automatically explore multiple conversion paths
Form Analytics - shows converted, dropped, blanks and refilled rate and time spend on each item
Link Analytics - discovers how visitors respond to and interact with your hyperlinks
Page Sharing Tool
11. Bo.Lt
http://bo.lt
Introduction
BO.LT is a Landing Page Network where you can copy content from your site and quickly make changes to create better, faster landing pages.
Features
Still in Beta
Speech Analytics Tool
12. If ByPhone
http://public.ifbyphone.com/services
Introduction
Ifbyphone manages, measures and automates voice communications, providing services for call tracking, dynamic inbound call routing, outbound call automation, virtual call center applications (custom audio greeting, speech recognition functionality), and API2 based integration tools.
2
An application progra mming interface (API) is a particu lar set of ru les and specifications that software programs can follow to co mmunicate with each other. It serves as an interface between different software progra ms and facilitates their interaction, simila r to the way the user interface fac ilitates interaction between humans and computers. Source: Wiki http://en.wikipedia.org/wiki/Application_progra mming_interface
Methods
Speech analytics:
Features
Priced at $49.95, $59.95, $74.95 per month for 400 minutes with different service Integration with other website analytic tool such as Google Analytics.
13. Mongoose Metrics
http://www.mongoosemetrics.com/
Introduction
Mongoose Metrics helps your conversions by providing phone call tracking for online and offline marketing.
Methods
Speech recognition for real-time ROI
Pricing: Call tracking package plans from $100 per month. The pricing is primarily based on your expected call volume and the estimated click volume for your website. A rough estimate of the number of minutes you expect to use for call tracking as well as the estimated web hits for the site(s) you are looking to enable call tracking on is required.
Features
Compatible with several web analytic platforms, such as Google Analytics, Yahoo!webanalytics, etc.
Visualize marketing effectiveness: provide data from marketing, conversion, sale to ROI( return on investment)
Multichannel tracking and real time report: From the moment people begin
searching for you with an online search engine, social media network or traditional advertisement to the minute they hang up the phone
The analytics industry continues to grow, with new tools continually introduced. These tools can identify a variety of issues - usability, marketing, technology, information architecture, etc. Resolving these issues can improve volume of visits, exposure to new visitors, increased conversion rates, increased revenue, increased profits, etc. Choosing the tools most appropriate for your business needs can make a significant difference to your bottom line.
Business On Market St. provides comprehensive solutions for conversion optimization. From identifying the required data sources & tools and developing a methodical strategy to implementing the plan, collecting the data, and analyzing results, we can help you improve your market strategy, increase your conversion rates, and grow your business.
