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The Basics of Behavioral Targeting for Website Optimization

Mar 28, 2013   //   by Ruben   //   internet marketing  //  2 Comments

Ever been in situation where you shopped online and were presented with an item of something you need? You’re first inclination might be to drop it in your cart since you’ll be using it along with the rest of your items. These affords you the convenience of not having to dig through a massive site to find it on your own, while the retailer picks up a sale they might not have made otherwise.

This situation is the result of behavioral targeting and is frequently used by businesses you want to optimize their website for the customer.

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(Courtesy of Flickr User: StockMonkeys.com)

The Definition of Behavioral Targeting

What is behavioral targeting exactly? It’s a set of techniques that are utilized by advertising networks, online publishers, and content providers to display relevant and targeted information to their site visitors.

When a user first visits a website that uses behavioral targeting technologies, information such as the pages they visit, the time they spend on each page, and the links they click on are recorded. Also of note are the user’s interactions with others online and how they respond to content. Based on this data, a user profile is then generated.

 

Behavioral Targeting in Action

 

Behavioral targeting is most commonly used on eCommerce websites and online retailers for product recommendations. Blogs also employ this optimization strategy in the form of recommended articles that will interest the viewer into exploring the website further.

For example, after reading articles about “how to chose the right job prospect,” more articles that containing recruiting advice will be displayed to the user on his or her succeeding visits.

 

Behavioral Targeting and Improving Conversions

 

Behavioral targeting increases conversions by giving your site visitors more of what they want to see or read about. Blogs, news sites, and online stores have layouts where areas are reserved for dynamic content. This space is where highly targeted content is displayed—be it product suggestions, a list of article recommendations, or a relevant ad.

 

Onsite Behavioral Targeting

 

There are two ways that behavioral targeting can be applied: onsite behavioral targeting and network behavioral targeting. eCommerce sites and online retailers commonly use onsite network targeting. If your goal is to increase site conversions or enhance the user experience, this technique is also beneficial. The first phase of the process involves the creation of generalized user profiles from information that has been pulled from the site’s visitors. Each profile will have a set of preferences and specifications associated with it. Once users arrive at the site they will be placed into one of the profiles and have targeted content displayed for the duration of their site visit.

The technique can also be applied the other way around with the use of self-learning behavioral targeting engines, which provide relevant content in real time as the user browses through the site.
Network Behavioral Targeting

The second type of behavioral targeting is network behavioral targeting. This type is often employed by those who deal with larger groups of people, such as ad servers. Because of the massive size of their user base, they are able to generate an approximate demographic makeup for the users on the sites in their network. Only ads that are relevant to the site’s audience will be displayed once the makeup is determined.

oth network and onsite behavioral targeting are often used simultaneously to optimize both the site content and the ads that are being served.

Finally, it’s important to mention that everyone may think that high traffic means that you’ll have the income coming in, but it goes without saying that these tools at your disposal are highly critical. The final step to any form of internet marketing should always be testing. What may work right may not work anywhere between 3-6 months. So it’s always important to keep an eye out for the amount of traffic coming, whether your websites are ranking and most importantly, whether your traffic is even converting to sales. So never forget, testing is not only crucial, but also an ongoing process that should never end. You can learn more about these tools like behavioral targeting at Maxymiser.com

 

 

Ruben

This is a guest post by Ruben Corbo. He is a freelancer writer specialized in different topics including technology, online marketing with an AB Testing guide and Product Recommendation Engines, music, art, and motivation. When Ruben is not writing he is producing and composing music for short films and other forms of visual arts.

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Multivariate Testing for Better Results With Your Online Business

Dec 5, 2012   //   by Ruben   //   SEO Blog  //  1 Comment

Operating a business over the Internet is no different than running a mortar and stone shop. The process entails a utmost customer satisfaction by delivering services or products that appeal most to their specific preferences.

 The most successful entrepreneurs are then spawned by the methods that involve constant solicitation of consumer feedback and suggestions. After all, it is the buyers that liquefy the flow of profits towards the biz.

In an online setting, surveillance of the buyers’ inkling can take place through forums, digital questionnaires and e-mailing services. While these are usually effective, they can have major lapses – only visitors with enough time to spare in formulating messages for the company can participate in the discussions.

Plus, there is not guarantee on the objectivity of the reviews submitted. For all you know, some of the items in the site may have been written by the competition to mislead proprietors. This is an unruly ploy, but it does exist in the World Wide Web.

Fortunately, there’s a better alternative in studying the purchasing motivation and partiality of the consumers: multivariate testing.

 

Snippet of Information About Multivariate Testing

 

Multivariate testing is an experiment conducted by marketing experts to assess how certain website components are performing in terms of traffic and conversion.

In essence, it mimics the process of holding out two equivalent products and asking the consumers which of the items are more likely to be bought.

Web developers would then create two different versions of a web page and see check which among the variants provide favorable results in terms of hits, sales and engagement.

Multivariate testing is different from A/B testing in that more than one element can be tested at the same time. Still, web visitors participate in the experiment unconsciously. The variants will be displayed in their screens, and their online activity will be recorded.

Among the things that entrepreneurs can monitor include click out rates towards links, number of views on the landing page, volume of items sold, number of users who signed up for subscription, etc. It actually depends on the metric used for the test, and the primary goal of proprietors in conducting the experiment.

 

How Multivariate Testing Contributes to Online Success

 

Multivariate testing satisfies various principles in marketing that can guarantee triumph in the industry. For one, it gives businessmen a clear direction on how to please their niche. Results from the test practically maps out the most viable steps that they can take to deepen the engagement of web visitors and boost revenues.

At the same time, multivariate testing helps in accelerating optimization process. Given that multiple components can be tested together, they can quicken the pace of coming up with designs to implement for the site. The very same reason allows entrepreneurs to enjoy liberty of dry-running their ideas.

Limitless elements for testing defy the boundary of evaluating ideas.

When these benefits are rolled together, they pave the way for endowment of competitive edge that may not be possible to acquire from any other means.

Multivariate testing increases the chance even of small businesses to have continuous flow of income amidst the tight competition. Given that adopting structures and designs can lure audiences into making an action, multivariate testing is the sharpest tool in slicing through company rivalries and bringing highest possible conversion rates.

 

Most Effective Ways in Doing Multivariate Testing

Before Multivariate Testing…

  1. Assess the performance of the website. Prior to the experiment, it is best to step back and analyze the strengths and weakness of the site including plusses and glitches. Focus on design and web content. Then determine the areas of improvement.
  1. Prepare for the test. Multivariate testing may be straightforward, but it is not a mere push of a button. Make a list of all the elements that can be tested and rank them according to priority. Test the most important components first. You may also consolidate the elements and separate those that need to be tested individually.
  1. Bridge disparities. Come up with a goal (usually concentrated on addressing pressing problem of the site) and formulate hypothesis (probable solutions to the troubles).
  1. List all the possible combinations of the elements to be tested.
  1. Craft the variants and finalize them before running the test.

There are actually loads of programs that you can use to carry out the test. Most of the software can automate the redirection of users towards certain variants, even the generation of potential combinations and recording of data.

But this doesn’t spare them from technical hitches. Always be hands-on during the period of the test. Make sure that the test is running simultaneously and is within the expected timeline. Otherwise, you end up with bunch of raw data that leads to no definite conclusion.

Then interpret the data wisely after the testing period.

Remember that your skills and knowledge is the most major determinant of multivariate testing success. Have a fill of information by reading more on Maxymiser about the procedure and going through with it. Only then can you have the right armor to thrive in the cyber market.

 

 

Ruben

This is a guest post by Ruben Corbo. He is a freelancer writer specialized in different topics including technology, online marketing with an AB Testing guide and Product Recommendation Engines, music, art, and motivation. When Ruben is not writing he is producing and composing music for short films and other forms of visual arts.

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AB Testing: The Best Method to Forecast Success of Online Business

Jul 18, 2012   //   by Ruben   //   internet marketing  //  11 Comments

Online entrepreneurs need to obtain several tools that can help their businesses thrive in the World Wide Web and ensure a good return of investment. AB testing is one of the most effective devices that can help businessmen gauge the soundness of their marketing strategy. As a result, they can maximize their income and avoid possible pitfalls along the way.

(Courtesy of Mil8)

Programs that can Rev up AB Testing

Prior to the test, it is imperative for the proprietors to determine which aspects of the site need to be tested. This may include the viability of one product to outsell the competition, or the feasibility of the targeted sales for a certain period.

The setting of the test should then be adjusted accordingly to ensure that the calculated results will be precise and accurate. There’s a plethora of testing programs available for this purpose.

Visual Website Optimizer is one of the most recommended tools tailored for AB testing. It comes with numerous features that are easy to use. It also promises quick testing results. Alternatively, savvy online entrepreneurs who opt to stick with HTML and Javascript may find Google’s web optimizing tool more practical.

Other options include Test & target, SiteSpect and Vertser, which are currently the top notch programs. They are guaranteed by experts to be user-friendly and expedient. It has to be noted, though, that each of these programs adopts distinct method of calculation.

How these AB Testing Tools Work

In deciding about the programs to be used, it is imperative for Internet-based entrepreneurs to know about the procedure at which the results from the AB testing are calculated. Two of the most common methods include:

  1. Element Replacement

This involves the creation of multiple versions of an element by using HTML on the testing tool. The process can be done before a page loads. When the entrepreneurs reach the beta stage, or once the procedure goes live, the alternatives of the elements will be randomly shown in a screen that is not yet viewed by the website visitors.

As such, entrepreneurs will have the opportunity to decide on the page layouts and designs that bets reflect the theme of their website. This erases the need to create numerous dummy sites which can both be costly and time consuming.

  1. Redirection to alternative links

In cases when the whole page needs to be tested, users may go for the creation and uploading a new page to the website. This will serve as a variant that can automatically function by redirecting the audiences to an alternative page. If a certain URL can’t be accessed, for example, visitors can be taken to a backup site containing slight variations. Doing so can be beneficial to businessmen as they can freely create numerous versions of their website to check its dynamism and aesthetics.

Getting Started

Here are easy to follow steps for AB testing:

  1. Select a page to be assessed.
  2. Determine the elements that needed testing.
  3. Add tags to the main page and versions made for faster tracking of results.
  4. Enter the URL in the tool window before the tests.
  5. Test the A and B versions simultaneously to achieve consistent results.
  6. Make sure that each audience sees only one of the variants.
  7. Check back for test results displayed in the dialogue box after each run.

Tips in AB Testing

In order to get to maximize the test, users should run the process long enough. It is a must to amass ample traffic volume to get noteworthy results. It may also help to master the codes and incorporate the alterations subtly to avoid blunders. Remember to maintain a consistent layout.

Ruben

This is a guest post by Ruben Corbo. He is a freelancer writer specialized in different topics including technology, online marketing with an AB Testing guide and Product Recommendation Engines, music, art, and motivation. When Ruben is not writing he is producing and composing music for short films and other forms of visual arts.

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