Using Firefox, Safari and Chrome at the same time I sometimes come across some interesting a/b tests and this time it's Google. Looks like the search giant is experimenting with a new search results page design making the local and vertical search customisation options more prominent than before, i.e. the left hand pane is open by default rather than hidden and a location auto-detect function has been added.

Challenge

Implement, maintain and manage an end-to-end analytics and online optimisation platform designed to increase media effectiveness and website conversion as well as overall user experience. 

Solution

Design, implementation and ongoing management of advanced Omniture analytics and online optimisation platform across all Vodafone website properties in general and the online store in particular. The final solution combined data from various different sources, measuring performance across multiple channels above and below the line as well as visitor behaviour down to an individual customer level, both online and through call centres. By combining data sets and technologies that were separate up until then, Datalicious was able to generate additional insights, eliminate inefficiencies and execute highly targeted campaigns which were previously impossible.

Results

Advanced analytics and multi-channel media attribution enabled us to deliver a 400% return on investment on paid search in the highly competitive Telco market and establish organic search as a profitable cost centre. Identification of existing customers allowed us to save 30% of the annual display-advertising budget dedicated to acquisition messaging, which was essentially being wasted on already existing customers and re-purpose it for brand and self-service messaging. The addition of targeting parameters and coordination of on and off page re-targeting campaigns increased response rates by 25% on average. The planning and execution of an online testing strategy increased the visit to sale conversion rate by 5%. All of the above measures combined delivered an approximate return on investment on advanced analytics of over 600%.

Testimonials

“I’ve been working with SiteCatalyst for over six years, 3 years as a customer and 3 years as an employee, consulting to some of our largest customers around the world. The current Vodafone implementation of SiteCatalyst is one of the most impressive I have seen and ranks in the top 10 [globally] from my perspective. It is an amazing foundation for taking action on the data and improving online return on investment.” Adam Greco, Team Lead Business Consulting at Omniture.

“The Datalicious guys are great to work along side and to have on your team. They have a 'no stone unturned' approach to finding solutions to challenges that come up and were at ease working with different providers. Their knowledge and passion for web analytics and best of breed web optimisation was second to none. The advise on best practice use of the Omniture suite and how to make it work for me personally and Vodafone as a whole made the learning and training of others easy. I would thoroughly recommend Datalicious to anyone and they will be my first point of call.” Steve Brown, Senior Business Analyst, Vodafone

http://www.vodafone.com.au/

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Click here to download:

200909 Vodafone Omniture Case Study.pdf (1470 KB)

http://browsersize.googlelabs.com/

Here is a useful collection of various tools for online marketeers, conveniently classified into groups ranging from usability testing, site performance testing, SEO ranking to web analytics. No doubt that there are a range of other tools that this list missed and therefore by no means this is comprehensive, nevertheless this is a great starting point.

http://www.testing-web-sites.co.uk/testing-tools/

Omniture have finally spent some time fixing Omniture’s Test & Target interface and will be releasing it on 5th of November.

What you’ll see in the new release is:

• Setting up targets is much easier with a better layout and more logical organisation
• AJAX – no more page refreshes
• No more having to use Edit Classic for targeting campaigns and the .5 updated one for normal campaigns.
  

Our biggest frustration with Test & Target has always been the resource time to manage the programs, particularly if you’re using it to target weekly promotions - hopefully this should make the process faster.

Omniture, we ’d still like to see bulk uploads through csv’s or an API – this would be a great platform to integrate with a CMS. Integrating targeting information from other applications such as a CRM into the campaign interface would also be nice rather than having to manage this process outside of Test and Target.

http://teamoffermatica.com/launch/campaign_edit.html

Another awesome usability article from Smashing Magazine, couldn't resist posting a summary and I recommend everyone sign-up for their Twitter feed.

Key recommendations from the article

1. Draw user attention with size
2. Draw user attention with prominent positioning
3. Use whitespace to detach call to actions from other elements
4. Use highly contrasting colors
5. Offer secondary alternative actions
6. Convey a sense of urgency
7. Tell users that taking action is easy
8. Tell users what to expect

Read the full article including best practice visual examples here
http://www.smashingmagazine.com/2009/10/13/call-to-action-buttons-examples-and-best-practices/

Before designing and launching your own test program it's worthwhile reviewing the usability wisdom out there so you don't waste time re-inventing the wheel.

1. Form Labels Work Best Above The Field
2. Users Focus On Faces
3. Quality Of Design Is An Indicator Of Credibility
4. Most Users Do Not Scroll
5. Blue Is The Best Color For Links
6. The Ideal Search Box Is 27-Characters Wide
7. White Space Improves Comprehension
8. Effective User Testing Doesn’t Have To Be Extensive
9. Informative Product Pages Help You Stand Out
10. Most Users Are Blind To Advertising

Read the original article here
http://www.smashingmagazine.com/2009/09/24/10-useful-usability-findings-and-guidelines/

Other great usability resources
15 Valuable Usability PDFs You’ve Never Heard Of
15 Important Research Findings You Should Know
10 Additional Research Findings You Should Know
Introduction To Good Usability
11 Striking Findings From an Eye-Tracking Study
25 Incredibly Useful Usability Cheat Sheets And Checklists
10 Usability Findings To Increase Sales And Customer Loyalty
Web form design guidelines: an eye-tracking study

Are you showing the same content and ads to all prospects and customers? Would you like to test what more customized website content and online ads would do to your conversion and response rates? Flick through our recent presentation at the ADMA Digital Council on advanced online targeting if you want to find out more and get an overview of some of the challenges, technologies and concepts.

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