This interview with Josh Krafchin of Clever Zebo is part of the Convirza Webinar Series. The following is the Q&A portion of the interview.
McKay Allen: Awesome. That’s great. And then we’re getting a lot of other really good questions here. Teresa asked, for example, is there a particular A/B test software tool that you recommend using?
Josh Krafchin: There are a number of good ones. It really depends on your organization. Teresa, what stage is your company at right now?
McKay Allen: Teresa, go ahead and answer that if you can.
Josh Krafchin: And if you want to talk about it by traffic metrics…
McKay Allen: I’m writing here. I’m writing the question to Teresa as well.
Josh Krafchin: Okay. Well, you know what? Let me give you kind of the overview. Right? So there are a number of tools out there…
McKay Allen: She says “very early,” so the assumption is the traffic is not terribly high. Go ahead.
Josh Krafchin: Okay. So you have a few options. One really easy way if you want to do testing and you’re still early there’s a company called Unbounce. They have a great tool that actually, it’s a WYSEWYG, what you see is what you get, editor, where you can go in and design and build the landing page yourself. Or you can get a designer in who gives you a few concepts, gives you a few edits and then you go and create the page yourself. And what’s nice about them, it’s easy to use. It’s easy to publish. You can do almost everything without a coder and you can easily test different elements using Unbounce.
For a lot of the work I do as I get into larger organizations, I’ve become a big fan of Optimizely. Part of the reason is that they also offer a nice, what-you-see-is-what-you-get tool. So I do, I will, for more complex tasks I’ll have my design and development team do things but I can quickly do variations. There’s another tool, Visual Website Optimizer, those guys are great, particularly for some large organizations.
Google has a tool. It actually changed names. It used to Google Website Optimizer and now it’s, maybe someone in the audience can help me here, I’m just blanking on what it’s now called, that is a free tool. There’s also, if you’re a really large organization, you might go to something called LiveBall, by Interactive. Those guys are great.
So there are a number of solutions in the marketplace. But I think if you’re on the really small side Unbounce and for me, personally I’ve been using Optimizely increasingly.
McKay Allen: Great. I would back up what you said. We forget things about Unbounce, Optimizely, but we’ve also heard good things about LanderApp and then Convert.com is one if you’ve got existing pages, that’s good.
Josh Krafchin: Yeah, that’s good.
McKay Allen: And then a couple of other questions-we’ve got somebody who wants us to actually critique their page if you want to do that real quick, Josh. Let me share my screen. I’ve got it pulled up, so I’ll just share my screen so you can see it and then we can look at it.
Josh Krafchin: Real good.
McKay Allen: So let me switch to being presenter here. Okay. Let me know when you can see. Okay, so this is the page, here. This is the call to action, this “Join us now, it’s free” and here’s the text and some images here.
Josh Krafchin: And who is it? Who shared this with us? What’s the person’s name?
McKay Allen: This is Jessica.
Josh Krafchin: All right. Hey, Jessica. So, your network entertainment made easy. Connect to expand your network, view profiles and add new friends. Share your photos and videos. Create your own group or join others. So a few things– I guess I’m not totally clear on what this does? I like the “Join us now, it’s free,” that’s a great button by the way. I love that button and I think your videos there at the bottom, there’s obviously something happening with videos. My issue is that it’s almost too Spartan, in a certain sense. I think that I’d like to see-I think your headline needs to be more than “Get connected.” I think it’s-what do they get out of it? So, is it that they’re going to get connected and expand their network? Is that what they get out of it, is that they’re going to find new videos or new people? And more than that, how is it different than what other folks are doing? There are lots of social networks out there. There are lots of different tools. So I really want more of a headline and a subheader that explain what’s going on.
I might also consider the member’s login. You might want to consider getting rid of that username and password part. I think if people are in part of your network then assume that they’ll figure out how to click on “login” or sign in with Facebook. I think that get rid of that stuff on the right and use that space towards the type of this page.
Oh, you also have another login button at the top on the right. Use that space. Maybe you give a video. Maybe you give pictures of people who love it. Maybe this is where you could use testimonials. I think the big thing-I want to know how to use this thing. You need to make it clear how do I use it and what do I get out of it. Does that make sense?
McKay Allen: That’s great information. And Jessica says “Yes.” Perfect. Josh, any other tidbits or common mistakes that you want to leave us with before we close? What are areas where we can improve our page right now? And maybe some common mistakes?
Josh Krafchin: The first thing is that, see it’s amazing how many companies, even companies that have huge budgets, budgets that have been around for a while, don’t get tracking right. And they’re not using analytics well. And at the end of the day, you don’t learn anything if you’re not able to track activities.
It’s not good enough to know how many people come to a page or even where they come from. You need to be able to tie where people come from to conversion activities, to them either giving their information into a lead-gen form or to making a purchase if it’s on the e-commerce side. So, tracking is absolutely vital.
The other thing I would say is get other people’s feedback. Make sure you’re talking to people. There’s a great tool called Qualaroo, that used to be called KISSinsights and with that tool you can just pop a little survey box that will ask people what they think of the service they’re getting or what they think of this web page.
There are other tools which get feedback, but whether you’re doing it on the page or you’re going to do some kind of usability testing or you’re just going to bring in friends and get their opinion, or if you want to contact people like me or McKay or whoever you know out there in the world, get people’s opinions because they’re going to give you ideas and new perspectives you haven’t considered before.
McKay Allen: Awesome. Josh, that’s great information. The testing, I think was fantastic. I think getting people’s opinions was great. So really, good job on your part and, everybody, thank you for coming today.