China
Africa
Explore chapters and articles related to this topic
Insight
Published in Wanda Grimsgaard, Design and Strategy, 2023
In marketing and web analysis, A/B testing, also known as split testing, is a controlled experiment with two variants, A and B. Watkins (2014) explains the test as follows: ‘When a web page is to be A/B tested, we start with the landing page as it is now (A). We then make one variant (B) of the page. In this variant, we replace the image on the original page with an image we think can yield better results. We define what is the goal of the pages, such as submitting a contact form or booking. Now the test can start. Half of the traffic is sent to variant A and the other half to variant B. During the test, the number of visitors to the different page variants and the number of goal completions, such as submitted contact forms, are measured. For example, variant A has 1,000 visitors and 10 form submissions, while variant B has 1,000 visitors and 15 form submissions. In other words, by replacing the image on the landing page, we can get 50% more contact forms submitted from traffic on the website. That means 50% more customers, with no increase in marketing costs.’ A/B testing can also be used by product developers and designers to demonstrate the impact of new features or changes in a user-experience. Product development, user engagement, models and product experiences can all be optimised with A/B testing as long as the goals are clearly defined, and there is a clear hypothesis (optimizely.com).
Finding Your Market
Published in Tom Hutchison, Paul Allen, Web Marketing for the Music Business, 2013
Use different landing pages to test different offers and creative treatments. In his article “How to write an effective landing page,” Ivan Levison suggested, “You can test variables by sending prospects to unique landing pages. Just measure the click through rate and you’ll find out fast what works best.” The Web offers companies a unique opportunity to target customers by creating alter ego web pages and web sites that appeal to each segment of the market. By using landing pages, a particular customer may never be aware of the variety of other markets this company serves.
Communications for specialist subcontractors
Published in Liz Male, Penny Norton, Communicating Construction, 2021
Many print magazines which also publish online can supply page view data. Some may also be able to provide link clicks, shares, enquiries and comments. You could also use a specific landing page URL or link tracking to make it easier to track performance via your web analytics and referral traffic.
User Interactions With a Municipality Chatbot—Lessons Learnt From Dialogue Analysis
Published in International Journal of Human–Computer Interaction, 2023
Asbjørn Følstad, Nina Bjerkreim-Hanssen
Impact of chatbot design was analyzed by taking advantage of the fact that three of the municipalities from which dialogue data were sampled presented the chatbot centre-stage on the municipality landing page whereas three presented the chatbot in the lower right-hand corner of the website. The two modes of chatbot design were made subject of direct comparisons at the level of message sequences and entire dialogues as well as users’ message brevity and dialogue style. The dialogue analysis was conducted by the first author and two chatbot AI trainers at Prokom, the provider of Kommune-Kari, one of the AI trainers being the second author. The two chatbot AI trainers analyzed 17% of the dialogues together, involving the first author to clarify any uncertainties in coding. On this basis, the remaining dialogues were analyzed by the first author.
Information-Seeking Strategies in Medicine Queries: A Clinical Eye-Tracking Study with Gaze-Cued Retrospective Think-Aloud Protocol
Published in International Journal of Human–Computer Interaction, 2018
Mixed-methods eye-tracking with retrospective gaze-cued think-aloud protocol and a short survey. Participants were administered five information-seeking search tasks in a simulated Google environment with the ability to view the landing page. All participants were presented with the same keywords and set of results to maintain consistency. The first three search tasks (navigational, transactional and informational) displayed a full first search engine result page (see Figure 1) with the ability to view the landing page of each linked site. The last two search tasks were simplified and contained a choice of two options, mimicking the fact that the majority of search engine users click on the first two results (Granka, 2004).
Turning Data into Value – Exploring the Role of Synergy in Leveraging Value among Data
Published in Information Systems Management, 2020
The synergistic interaction among data allows the observation of a specific subject from multiple dimensions. As data expert Delta stated: “By combining data, one normally moves from a one-dimensional to a multi-dimensional view.” The increased informativeness allows, as data expert Kappa added, a “more realistic projection of the topic or thing I want to analyze in my organization.” It also leads to the discovery of new patterns, for example, customers’ online behavioral patterns. Companies gain new insights into this online behavior by combining customers’ transactional data (e.g. historical order information) with personal data (e.g. contact information, demographical data) and online browsing activities. They further synthetize data in terms of where customers are coming from and what else they are browsing (e.g. websites of competitors). The emerging outcome allows insights into a consumer’s online activity and especially into customer needs or products they are interested in, which would not be achievable with just a single data set. Synthesized data sets are helpful in optimizing consumers’ online presence (e.g. search engine optimization), adjusting their landing page, but they are also used to show customized offers to specific customers (e.g. t-shirts of a certain size, if the person always purchases and returns oversize t-shirts). The combined data sets form a more complete, multi-dimensional picture of the customer, which makes it possible to identify their behavioral and purchasing patterns in an improved way that leads to a more realistic projection of each customer. All in all, we conclude that combining heterogeneous data sets enriches the informational content and leverages the explanatory power of a specific subject and is, therefore, seen as an intangible benefit for a firm.