Tom Levers

Improving Your Website… a “Call To Action”

Posted in BUSINESS DEVELOPMENT, DEMAND GENERATION, MARKETING, PUBLIC RELATIONS by Tom Levers on January 21, 2009

directionHow are you measuring your prospect activities when directed to your site?

From hits to clicks and page views to time-on-site, all of these issues are sorrounded by a myriad of ways to measure a website. But remember abandonment rates, they can measure both your efficiency and your effectiveness of the sites “Call To Action” (CTA) objectives.

There are many best practices used for improving the metrics of a site, but your real objective is to fill the sales funnel by getting a registration, requesting a white paper, running a  “cost justification wizard”,  downloading a trial… or any of the many other call to action tactics that increase the probability of the sale. It is imperative to measure each step or action, because its a prime indicator of where or what the Visitor has touched, and it might possibly be the reason they left your site.

Where an action is requested and not taken, we need to build baselines for improvement. No one in the B-to-B organization would accept not tracking and improving the sales processes (by measuring where and why the sales process stalled), you may want to consider the same importance to tracking and improving the abandonment of a “Call To Action”. Here site analytics software is key to improving your Demand Funnel, just as relationship management software is key to improving the Sales Funnel.

By monitoring Web Analytics Dashboards to measure the Demand Funnel you can identify and improve the  “Call to Action Metrics” by developing indicatwebsite-metricsors or KPIs of how to minimize the drop offs. The solution can typically be to modify the registration information required or remodel the page flow or navigation, but first you need to identify the areas to improve.

There are 2 ways to calculate Drop off rate:

The first calculation to take Drop off/Abandonment rate = (Visits of the current CTA Step-Visits of the previous CTA Step)/Visits of the First Conversion Step. This calculation takes into account the Homepage every time we calculate the drop off rate at every step. So in the Funnel, we notice 7000 visits are measured on the Products View (Step 2) and only 2000 Continue to registration which means that the calculation based on the formula would be (2000-7000)/10000 which would be -50% as it is loss.

The second calculation to calculate Drop off/Abandonment rate = (Visits of the current CTA Step-Visits of the previous CTA Step)/Visits of the Previous conversion Step. This calculation takes into account the previous “Call To Action” Step and the current “Call To Action”Step. As an Example In the Funnel, we notice 7000 visits are measured on the Products View  and only 2000 Continue to “Call to Action” which means that the calculation based on the formula would be (2000-7000)/7000 which would be -71%.

Using AB tests on the “Call To Action”  pages can immediately increase the amount of prospects you generate.

AB Testing is a way to test 2 variations of a page in order to determine which page is more successful in terms of pulling people towards a website goal. We split traffic on each page based on a defined proportion (50/50, 90/10). Usually the first step where there are most chances of convincing a user to buy something is the homepage as this is the page that defines a website in terms of visual appeal, product listing, ease of navigation, color scheme and even text. These things go a long way in generating a sense of trust in the users. For e.g. we have a website whose business model is selling books and there are 2 AB Test pages with the first page being the Control (original) having a discount offer banner on the top and the second page doesn’t have any discount offer banner but a slideshow listing the top selling books. We will then put tracking codes on both these pages and identify each page with a unique identifier in order to measure each page’s success. This success is usually measured in terms of the Conversion ratio which can be measured as: Visitors on the Conversion page/Visitors on the Test/Home Page. Some tools that can help you achieve AB Testing are Google Website Optimizer, Verster, SiteSpect and SplitAnalyzer.


Multivariate Testing is the second and the most efficient method to optimize your page. In this method, you don’t use multiple pages to determine a higher conversion rate but you do test the same page by changing the elements around. For example you can test headlines, colors, buttons and images on the same page by correlating each element with each other to find the best possible combination/element. The method used to achieve this is known as the Taguchi Method.This method takes into consideration the sample size and how long a test should run in order to have a clear winner. Google Website Optimizer uses this method to measure a multivariate test. This tool lets you view the various combinations and elements separately and then based on the Taguchi method decides the winner. All you need to do is add a tracking code on to your page and Google Website Optimizer will then split the traffic equally on each element separately.  Some other tools that can help you achieve multivariate Testing are Google Website Optimizer, Optimost, Memetrics, Verster,clouds Maxymiser and Omniture Test & Target.

After using the Taguchi method of page testing and based on the above formulas the result is counter intuitive. It may look like the first method generated a  better rate of abandonment. However, the second funnel is only considered in the respective CTA steps  and not Step 1 (Homepage) because Step 1 is entirely a separate user experience. As a result, the drop off rate should be calculated based on the 2nd CTA Step, as they are independent of the user experience on the other pages of a Funnel. These 2 pages alone can determine how to  improve the conversion rate at each step, as these are not based on the Homepage experience. As example. The Registration form design and involvement is totally different than what it is on the Homepage.

How Do You Measure Success?

Whether your site received 2 visitors or 2 million, that figure is pretty meaningless unless it’s improvement correlates with an increase in enquiries or sales. It’s simple, the yardstick for how the website is measured has changed as analytics scramble to reflect how actionable activities are generated.  Total minutes on a site has its own caveats and is more an awareness thought leadership metric, not a call to action measure. The reliance of marketers on their website becomes increasingly obvious. But with increased spending comes increased expectations; tracking results through basic measures such as click-through and PPC related areas won’t be sufficient. This is why focusing on measuring the various stages of the Demand Funnel and “Call to Action” is the true approach to improving the efficiency and quality of your website performance.