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Tools are available to help you create the optimal landing page. These are called multivariate testing (MVT) tools. Let s say your page has a heading, a photo, and a block of body text. Maybe a different heading would work better, so you write five headings. You could also try different product photographs: small, large, and one of the product with a person. What s more, you could try three different sets of body text. In total, that s five headings, three photos, and three sets of body text. If you multiply these (5 3 3 = 45), you ll find there are 45 possible combinations for your page. You feed the different parts (the headings, photos, and body text) into the multivariate tool, it creates the 45 combinations, and then it tries them out and compares the results. Within days, you ll see that, for example, combination number 12 outperforms the original with 64% more conversions. A number of companies either sell MVT software or offer MVT services. One of the best-known tools is Omniture s Offermatica. Google also has an MVT tool called Website Optimizer, which is free. Two types of MVT tools are available. If you have 45 combinations for your page, the first type of MVT tool will test all 45 versions. With the second type of MVT tool, it s possible to show that a test of seven of the 45 combinations will produce the same result. This allows you to test much larger combinations (literally tens of thousands of combinations). This type of MVT tool uses the fractional factorial or Taguchi Method, which was developed by Genichi Taguchi, a Japanese quality engineer. Google s MVT tool does not use the Taguchi Method, which means you are limited to the number of combinations based on your traffic volume. You need five conversions per page to make a conclusion about that page, so if you have 1000 conversions or sales per month, you can test 200 combinations in a month. You can also use multivariate testing to improve many pages at your website, not just the landing page. Look at your analytics and identify the top entrance pages. The tool shows you which combinations produce
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CHAPTER 6:
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the best performance. For example, combination 11 converts 24.9% better than the original, as shown next.
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The optimizer report shows you the pages ranked by success. The next seven combinations will also outperform the original page. When you start the testing, you ll quickly see that some combinations don t work. You can delete those from the test. When you end up with the best version, you can use that one. Better yet, use the best one as your standard and create more combinations. Do this over and over to get high conversion rates.
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You can have your ads appear in the markets you want. This is called local targeting or geotargeting. For example, suppose a dentist in Seattle wants to advertise. People in Miami will never come to her office, so that would be a waste of advertising. She can use local targeting so her ads are shown only in her city. To use local targeting, check mark the campaign and click Edit Settings. In the targeting page, select Custom and use the Map Point tab. The dentist can set a radius, such as 16 miles, and thus create a circle around her office. The ads will be shown only to users who live within that circle and search for a dentist. The dentist should consider how far a patient will drive to get to her office and set the radius accordingly. To do this, she could enter her address and city, or she could use the map to find her city,
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