<< by Janet Driscoll Miller on November 11th, 2009
The final session I attended on Tuesday was “Multivariate Testing and Conversion Tweaking”. Given my presentation earlier in the day, this is certainly a topic that interests me!
Vanessa Fox of Nine by Blue was up first. She recently wrote a book Marketing in the Age of Google, coming out in April 2010. Vanessa focused on thinking about your audience from a workflow perspective.
First thing to consider is searcher behavior. Searchers currently use mostly 1-4 words in a search query, but how can you know what the intent of that searcher is based on a few words? People are also using search engines more to find all sorts of queries too.
Vanessa reminded us that searching and browsing are two distinct behaviors. 20-25% of search queries have never been seen before! Think about the different searches people do and serve the right content for it:
- navigational (tires)
- branded (goodyear)
- goodyear commercials (video)
If you do an offline ad, people will search. She gave an example of Hyundai’s Super Bowl ad where they ended the commercial with a URL: edityourown.com. But, many people searched “edit your own”, and they were not ranked there. Big fail.