Miltec Internet Ltd - Search Engine Optimisation Specialists

Conversion

Our own latest developments in our proprietary software now allow active conversion optimisation – the variants in the page ( headers, text sections, colours, images etc) are rotated randomly and the variants that convert best show more and more frequently until the page has actively self optimised. That’s impressive enough but in addition, the active conversion page is phrase specific.

Split Run Testing

Run a CPC campaign and land the clients on two different landing pages. Each of these pages has a call to action on it that is measurable when the client responds, it could be a buy now button, or a contact us button. When the client responds software tracks to a success and we can measure the conversion rates of the two pages. We take the most successful page and produce another variant of it to test against the original most successful page. This is a good process but its awfully slow. We can only test two variants at once.

Taggucchi Testing

Dr. Genichi Taguchi was born in Japan and was an engineer in manufacturing. He devised a statistical testing method called rather sexily multivariate or orthogonal array testing. What this allowed for the first time was for numerous variables to be tested simultaneously rather than in pairs. Although this was originally applied in manufacturing and then in quality control, we can now apply this to all the elements within a website landing page and arrive at the best conversion in super quick time.

Why does being phrase specific matter to the conversion specialist?

Well we could optimise for the best page in general terms and there are some conversion commonalities that will run through a campaign. However, lets us consider two phases “cheap mortgages” and “adverse mortgages”. In the case of “cheap mortgages”, convincers about the cost of the mortgage are likely to convert best and for “adverse Mortgages” convincers about poor credit history not being a barrier are likely to convert. I am speculating – the rule for conversion specialists is test it – and let the active conversion software find the best converting page content for the specific phrase.