It’s Not Where You’re Going, It’s How You Get There.

NOPE! It’s pretty much about where you’re going. Especially when you factor in a budget. Every time a visitor comes from your paid ad on Google you will be charged per click. The content on your landing page is crucial. Pertinent, well thought out content can make you, as well as save you, hundreds and even thousands of dollars.

Now that I have your attention, allow me to explain. As a designer, I usually feel (whether it’s true or not) that my ideas and skills used to present a client’s product are the best they possibly can be. Call it pride, call it arrogance, call it what you will, what you can’t call it is FACT.

Red vs Blue. Comma vs Period. Male Audience vs Female Audience. Big vs Small. Left vs Right. Classic vs Hip. With so many variables involved in page layout, how can anyone truly KNOW which combination will provide the best results. Well, thanks to Google’s Website Optimizer – ME!

I recently I had the opportunity to attend a “Google Seminar for Success” focusing on Google’s Website Optimizer tool. This smart little tool allows the user, through rigorous testing processes, to find out which design combination produces the best results.

How does it work? Simply put… test, test, test, test, test. Settle down. It’s not as much work as it sounds. With some keen design skills and some help from the magical little code, that Google serves up, you can dynamically deliver multiple versions of your web page. This is all done on the fly, using the general public as the guinea pig. After the initial work is done, simply wait. Google’s Website Optimizer counts every visit and every click. You set the goal. If the goal is reached, Google logs it. Basically, it keeps track of how much traffic each page version gets.

Each landing page version carries the same message while having variations from each other. Swapping a picture, different color combinations, changing the wording on a button. Sure these are slight variations, but they can make the BIGGEST difference. Your audience will react to certain stimuli more positive than others. How can you really be sure that the red button that says “read more” will produce traffic as well as the blue one that say “find out more”. Can you image the thrilling focus group study on that one. Google’s tool makes this easy.

It all breaks down to dollars and cents. While MorningStar has always provided quality design and optimized content the their clients, it’s always nice to take advantage of the tools out there.

I plan to use the tool to challenge myself. Constantly trying to get my initial instance of a landing page to rate the highest….I plan on being consistently disappointed. Hey, you can’t know it all – well you couldn’t, until now.


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