Google Day Parting Example

Landing page
Testing your landing pages is crucial, e.g. product page vs. category page. Is the conversion rate better when you deep link the user? How does this influence average basket value?
By deep linking we aim to remove the navigation from the user and ensure they find what they want instantly.
This is a simple tactic that is still ignored by many advertisers. In this case advertisers are using high street store methodology online, the theory that the user will see what else is on offer while walking through the store.
The online user is a different animal.
Its not about experience and a nice day out, it’s all about making the visit quick and easy. You have less than a second to grab a users attention before they move towards the dreaded ‘back’ button.
If you have followed the best practices, are using the right keywords and are sending the user to the right page but still not converting as well as you’d hoped then Multivariate Testing (MVT) could improve your sites productivity.
Again there are two MVT options:
1. Rotate copy, images, buttons etc until you find the optimum mix.
I.e. Copy A – Image B – Button C has the best conversion rate.
2. The second option is to change the position of specific elements on a page.
I.e. Page converts best when…

• Buy now button is right hand side.
• Image is before content.

These tests can be controlled and can influence future site design and build. Once you have your optimum page(s