Can Google find pages with no inbound links?

Generally, Google and other search engines find new pages to add to their indices by following links from one web page to another.

Some search engines, including Bing and Google, also allow webmasters to submit URLs directly, meaning that your site may get indexed even if there are no links pointing to it from the “outside world”. (Links like these are called “inbound links” in the trade.)

But we wanted to know: can Google ever find and index pages that have no inbound links, and that are never sent directly to Google via its site submission form?

We set up an experiment to find out.

In fact, the page you are reading right now is part of that experiment.

We wanted to test the following scenarios:

  1. A page with no inbound links, but whose URL is to be found in plain text. Here is just such an example:
  2. A page with exactly one inbound link, but which has the rel=”nofollow” attribute added. In theory such links are not followed or indexed by Google. But in practice? Let’s see. Here is our case-study:
  3. A page with no conventional inbound links, but which can be accessed by clicking what you might call a JavaScript pseudo-link, like this: <a href=”javascript:document.location=’'”>a javascript pseudo-link</a>.
    Here it is in action: a javascript pseudo-link
  4. Identical to number 3, but with the pseudo-link attached to something other than an html <a> tag.
    Here it is in action, using a <span> tag: a clickable javascript pseudo-link
  5. A page with no inbound links in pure html, but with an inbound link that is javascript generated, rather like.
  6. Finally, we wanted to test whether Google follows links from PDFs. So here is the PDF, which contains exactly one link to a page with no other inbound links.

Check back here in a couple of weeks to see the results of these experiments.

How To Not Annoy People with Adwords Remarketing

Ever feel like certain adverts are following you round the internet, lurking on websites that are totally unrelated, jumping out at you when you’re not interested?

You’re right, they are, Google Adwords and many other advertising platforms make it easy to target you with ads based on sites you’ve visited, if you visits, a cookie can be placed in your browser so that adverts for green widgets can be served up to you on any other site that rents advertising space.

With my marketing hat on, I love this, it’s a great way to make sure that you show relevant ads to people who have already visited your site. But with my consumer hat on, I hate remarketing with a passion, just because I visited your site once for 10 seconds before I realised it was rubbish and left does not mean I want to see your equally rubbish adverts everywhere I go. Imagine going in to a shop, glancing round and leaving only to be followed around for the next week by people with advertising placards who jump in to your line of sight at every opportunity.

By all means use remarketing, but if you don’t want to irritate potential customers to the point where they view your brand as a creepy stalker, make sure you take the appropriate precautions.

1) Cap the number of daily impressions.

By default, there is no cap on the maximum number of times per day that a visitor will see your ads. Change this, do it now. What cap you place on the number of impressions is up to you, but I would suggest no more than 8 per day. Not only will this help avoid annoying people but if you’re paying CPM it will keep your costs down.

2) Vary your ads

Seeing ten different ads for the same product is slightly less annoying than seeing the same ad ten times. It also gives you useful data on which type of ads get the best CTR.

3) Don’t preach to the choir.

I use a certain well known hosted ecommerce solution. I’m already a customer and I like the product, I recommend whenever I’m asked, they really don’t need to advertise to me, and yet everywhere I go I’m harassed by the same ads.

Fortunately this is easy to avoid, you can set multiple audiences within adwords, so as well as the “visited my site once” group, you can have a “has an account” group. Now all you have to do is exclude the second group and your loyal customers won’t get bugged by ads for something they already buy and you won’t waste money doing it.

There is an exception; if you are selling a consumable item that people buy on a regular cycle – like razor blades – then you can target them, but be clever about it. Create a “people who bought razor blades” group with a cookie duration of a bit less than the average buying cycle and another “people who bought razor blades” group with a longer cookie duration. Include the second, exclude the first and you’ll be showing your ads to people who bought razorblades a while ago and are probably about to run out. Win.

4) Be specific

If I land on your site via a search for a specific product and you show me ads for a load of other stuff I never even looked at then the chances are I won’t click. Identify high traffic landing pages and create audiences specific to them, then show relevant ads. Your CTR will be higher and you won’t waste money showing ads for perfume to people who came to your site looking for spanners.

Adwords remarketing is a beautiful, powerful tool capable of intricate, finely detailed campaigns that show the right ads to the right people at the right time. Use it that way, don’t use it as blunt instrument.

What Exactly Is “Great Content”?

The SEO community has been in a state of flux for the last year, with Google updating their algorithms every five minutes, taking down blog networks (good riddance) and shaking things up constantly. All the old tricks and rules of thumb about link building, on page SEO, anchor text, directories etc are rapidly going out of the window and nothing is certain.

Many blogs and articles I’ve read on SEO recently can be summed up by this phrase – “write great content”. I find these kind of non specific articles a bit frustrating, it’s very easy to extol the virtues of “great content” but what the hell is it?

Truthfully I’m not sure that anyone really knows, there are still plenty of examples of total and utter crap topping the search results. Granted, it’s getting better and less search spam is appearing for big search terms but it’s still entirely possible to rank rubbish. Lets work on the basis that at some point in the not too distant future Google achieve their aim of returning genuinely good results for every query, how do you make sure that your content qualifies?

Let’s start by laying out a few things that great content isn’t:

  • Copied from somewhere else
  • Written specifically to target a certain keyword
  • Full of poor grammar and spelling (feel free to shoot mine down in the comments)
  • Written by someone who doesn’t know or care about the subject.
  • Waffley
  • Boring


Great content should first and foremost be written by someone with a knowledge of and passion for the subject. Should I be writing content for an insurance website? No, I know nothing about it and find it immensely boring. Anything I write on insurance is going to be rubbish. If you need content on a subject you don’t know or care about then hire someone who does.

Great content should answer a burning question or fuel debate. When you search for something, you want the answer to a question, you don’t want a load of waffle that just re phrases the question. I searched for tips on tuning a compound bow the other day. One of the top results just waffled on about why you need to tune your bow and briefly mentioned a few techniques, but didn’t tell me how to do it. Did I bookmark the page? Did I share it? Did I link to it? No, all I did was drive their bounce rate up, hopefully my bounce will help Google decide that the site didn’t deserve to be on page one.

Great content is not written for search engines, it’s written for people. We’ve all read articles that repeat the same phrase over and over again, those in SEO recognise these for what they are, but even those who aren’t instinctively know that something doesn’t feel right. If your article wouldn’t sit well in the pages of a magazine then don’t publish it. The internet means that anyone with a computer can publish anything they want and make it available to anyone in the world, but just because you can publish anything you want to at any time it doesn’t mean you should.



2 more striking internet facts (apart from the sex): research online, purchase offline

In addition to the important discovery that the internet is better than sex, there are a couple of other eye-catching factoids in last week’s BCG report on the internet economy.

1. In the UK in 2010, 13.5% of all retail sales were made online. This is projected to reach 23% by 2015.

2. In the UK in 2010, a further 11.5% of all retail sales were purchased offline but researched online beforehand.

A couple of comments:

1. The report’s authors don’t provide a 2015 projection for the second figure, but if the research-online-purchase-offline percentage grows at a similar rate to the online-sales percentage, we can expect nearly 50% of all retail sales in the UK to be made either partly or wholly online by 2015.

2. The research-online-purchase-offline shopping model is almost as important as the purely-online model. If you run a “multi-modal” business (offering traditional offline sales as well as online product information), here are some things you might want to be thinking about:

  • How easy are you making it for your customers to move from your online product-information source to your offline point-of-sale?
  • Can your customers easily check availability online?
  • Can your customers easily reserve a product online for offline purchase?
  • Can your customers easily get information about the location and opening hours of your offline point-of-sale?
  • What incentive or encouragement are you giving your online customers to come and purchase from you offline (rather than using you as a free source of information and then going to purchase elsewhere)?
  • Can you track your online visitors in a way that allows you to measure – and improve – your conversion rate through the research-online-purchase-offline sales funnel?

Does your business work on the research-online-purchase-offline sales model? We’d be interested in hearing about your experiences. Drop us a line and let us know.

The Zeroth Law of SEO

As an undergraduate engineering student I was introduced to the zeroth law of thermodynamics. This law basically says that if A is the same temperature as B, and B is the same temperature as C, then A is the same temperature as C. This sounds blindingly obvious but it’s a necessary law to overcome a paradox created by some of the other laws of thermodynamics.

Truthfully, I never really got on with thermodynamics, but the idea that a simple statement needs to be made in order to make all of the other complex laws work properly is interesting, it’s called the zero-law because all the other laws follow on from it and it was discovered after the rest, so they couldn’t call it the 1st law without moving all the other laws up a place and confusing everyone.

Which brings me to what I am going to call the zeroth law of SEO. There are many, many “laws” of SEO, encompassing on site factors, link building, social signals, content, keywords etc, some have more validity than others but the SEO community and their clients would do well to remember one underlying principal. Without this one simple “law” none of the rest of SEO will help you. Ladies and gentlemen, the zeroth law of SEO:

Don’t have a crap website.

Nothing makes my heart sink more than being asked to “do some SEO” on a site that looks like it was designed and built in 1995 and hasn’t been updated since. No amount of link building, Facebook likes or optimising markup is going to change the fact that the site is awful. Even if by some miracle it did make it to number one for some keyword or other, then the bounce rate is likely to be astronomical and pretty quickly signal to search engines that it probably shouldn’t be at number one. Before you decide to try and get your site to number one spot for that juicy search term, ask yourself honestly – does it deserve to be there? If the answer is no, improve it, then worry about SEO. If you don’t, you might get lucky with some grey hat SEO, but sooner or later the zeroth law will catch up with you.

Keyword Selection For Ecommerce

To me one of the saddest things to see is a website that has spent time and money optimising for keywords with low volume or poor conversion rates.

Google adwords keyword tool can help you pick keywords with good volume, but how do you know if traffic from a particular keyword will convert?

“Search intent” is a phrase that’s banded about alot and there’s plenty of information out there about it. I won’t go over old ground other than to summarise by saying that someone searching for “buy green widgets online” is far more likely to convert than someone searching for “what’s a green widget?”.

This kind of analysis is useful and will help greatly in shortlisting keywords but there’s no substitute for real world data, and that’s where I find that Google Adwords can really help. I’ll share my process in a moment, but before I do I’ll state that I’m making a couple of assumptions:

  • That you have Google Analytics set up.
  • That you have ecommerce tracking set up within Analytics.
  • That you have linked your Analytics and Adwords accounts.

Assuming that you’ve ticked off the above, then the next step is to set up well structured Adwords campaigns for each of your main products and product categories. Be adventurous with your keywords and be prepared to spend a little more money than you’d like to in the short term – remember, this isn’t necessarily about driving traffic or sales yet, it’s a data gathering exercise and the data is valuable in the long run.

Once your campaigns have been running for a week or two, if you go into Analytics ecommerce tracking and segment out only traffic from Adwords, you’ll be able to see not only the number of visits from each keyword, but each keyword’s conversion rate, average sale value and per visit value. This information is extremely powerful, by combining it with impressions and CTR data from Adwords you can approximate what any given keyword would be worth to you per month if you had a top three result.

Although Adwords can be costly in some markets starting your long term SEO process armed with this data will save you from that moment where you realise all that traffic from your hard earned number one spot isn’t translating in to sales.

How Google Ads can suck all the profit out your business, leaving you worse off and your customers no better off, and what you can do to beat the system

Summary: a bid-based per-per click advertising system like Google Adwords can suck all the profit out of your market. But there are things you can do to stop this happening to you.

google logo

Google is hungry. Don't let them eat your profits.

Let’s imagine you’re called Acme Widgets, and you sell Widgets.

Say these widgets cost you £1 each to manufacture and deliver.

So long as you can sell the widgets for more than £1, you make a profit.

Now let’s say you want to start advertising.

You decide to run a Google pay-per-click campaign, and you bid at 10p per click. It turns out that you have a 10% conversion rate on these clicks – in other words, you sell one widget for every 10 people who click through to your site. Each person’s click is costing you 10p, so the 10 clicks you need (on average) to make a sale cost you £1.

So now your actual cost-of-sale price is £2 per widget: £1 in manufacturing and delivery costs, and £1 in advertising costs. So long as you can sell your widgets for more than £2, you are making a profit.

So you decide to sell your widgets at £2.50.

You’re happy. You’re making 50p profit on each widget.

Now along comes a competitor, Wacme Widgets. Wacme also sell widgets, and their manufacturing costs are the same as yours.

To compete with you, they try out-bidding you on Google so that their ads are more likely to appear at the top of the Google ad list.

They bid 11p per click (in other words, £1.10 per sale, assuming they have the same 10% conversion rate). So they get ranked higher up the Google ad list.

You aren’t going to sit back and let them knock you off our perch at the top of Google’s ad list, so you respond by bidding 12p per click. It’s now costing you £1.20 (12p x 10) in advertising per sale, on top of your £1 manufacturing costs. But that’s still OK, you’re selling our widgets for £2.50, so you’re still making 30p profit (£2.50 – £1.20 – £1) per widget.

But Wacme see what you’re doing, so they raise their bid to 13p. Profit margins are getting squeezed now, but there’s still 20p per widget to be made.

What do you do now? You raise our bid again, to 14p. Now your profit margin is wafer-thin, only 10p per widget.

Now Wacme are in trouble. To out-bid you, they need to raise their bid to 15p. But at that price, there is no profit left to be made: Widgets still sell for £2.50, manufacturing costs are still £1, and advertising costs would be £1.50 (15p x 10), meaning that Wacme would break even, but not make any profit at all.

So Wacme can’t out-bid you on Google now and still hope to make a profit. The best they can do is to match you by bidding 14p per click. So that’s what they do.

Where does that leave you?

Acme and Wacme have both just vaporised their profit margins, from a healthy 50p to a minuscule 10p per widget. All they’ve done is pushed up costs for each other, for no overall gain.

No overall gain? Surely someone has made money out of this?

Ah yes, I forgot. Why, it’s our old friend Mr Google, of course. Where they used to make 10p per click, now, thanks to the competition between Acme and Wacme, they’re making 14 per click.

Magic! It’s like making money out of thin air. Except that it isn’t thin air. It’s your profits.

So what can you do to stop Google taking all your profit? Here are a few ideas.

  • Invest in appropriate search engine optimisation work. With SEO, you can keep your costs fixed – you’re not paying more each time somebody clicks.
  • Target more specific keywords with less competition. Look for niche markets, where you can keep your advertising and SEO costs down. Although there is less volume in niche markets, you may be able to larget multiple niches (see our forthcoming post on The Long Tail), and you should be able to scoop a larger proportion of the business in each niche.
  • Keep innovating, to make your widgets distinct from (and better than) those of your competitors.
  • Work on your conversion rates. If you can double your conversion rate (to 20%, in the example above), then your advertising costs per sale halve. Now, if you bid 15p per click, you’re only paying 75p (15p x 5) in advertising per sale. That’s nice. That means you can make 75p profit per widget (£2.50 – £1 – 75p) even while out-bidding Wacme, who, because they’re stuck with a 10% conversion rate, can’t afford to match your 15p bid. Win.
  • Work on your Google Ad targeting. The ranking of Google Ads is weighted by your bid. But your bid is not the only factor. Click-through rates matter too. So better-targeted ads, with lower pay-per-click bids but higher click-through rates, can leapfrog advertisers who are paying more. Used appropriately, this technique can improve your conversion rate too.

If all else fails, buying shares in Google might not be a bad back-up plan.

Oh, and one other thing. I’ve only picked on Google here because they run the dominant online advertising platform at the moment. But the same warnings – and the same solutions – apply to any competitive pay-per-click advertising system.

New year, new ideas, new website…

This is a story about our own website. But maybe, just maybe, it applies to your website too.

Before I get started, I need to make an admission. Our website has suffered from neglect recently.

You might say that this is good news, because it means we’ve been busy working for our clients.

Except that’s really not true. I mean, it is true that we have been busy doing work for our clients, and that is good news, but it isn’t good news that we’ve been neglecting our own website. That’s like a dentist failing to brush his own teeth. It’s not pretty.

Come on. We’re a web agency. The least we can do is keep our own website in good order, right?

So, the first thing we did when we re-assembled in the office at the start of 2012 was put our heads together to work out what our website ought to be saying, and how it ought to be saying it.

We spent quite a bit of time thinking about how to make our website better reflect:

  • what we do as a company
  • who we are as people.

Yesterday we had a brainstorming session (which you can see in glorious timelapsicolor here). That got me thinking about a more fundamental question: what is our website really for?

Here are some possible answers:

a) Generating new enquiries that turn into sales.
b) Building a brand that in the long term helps generates enquiries, which turn into sales.
c) Communicating with, informing and entertaining our existing clients. (If we keep them informed and entertained, maybe they’re more likely to bring us more work in the future, and they’re more likely to tell other people how great we are, too).
d) An outlet for our own creative / blogging / mouthing-off tendencies … – hopefully at the same time helping with (a), (b) and (c).

OK, so that’s a start.

But  maybe I should have re-phrased that question. Instead of ‘What is our website for’, maybe I should be asking who is our website for?

Basically it is for two people.

That’s right, folks. Our whole website is basically for two people.

For convenience I’ll call them Person A and Person B. (You can call them Alice and Barry, if you prefer, but I’ll stick mostly to A and B.)

Person A (that’s Alice to you) is looking for a web agency. She needs a website built. She hits Google, and flicks through 5 or 6 Birmingham web design agencies.

We’ve got less than 10 seconds (some say it’s more like 2 seconds) to persuade her to not to close our tab and move on to the next search result. Whatever she sees when she lands on our website has got to be almost-instantly compelling.

That gives us time for just a handful of words or images to make Person A say:

  • Ah, that’s exactly what I wanted”, or
  • Wow, I’d never thought of that before”, or
  • “That’s really interesting, tell me more”, or
  • “That’s original, that’s different” or
  • “That made me laugh“, or
  • “These guys sound smart“, or
  • “I trust these people”, or
  • “I like these people”, or
  • “These guys really know their stuff“, or
  • “It could be fun working with these people”, or
  • “I’m hooked, I just HAVE to click on the ‘more’ button to find out what comes next”

We want to hit at least three of these “sweet spots” in a single short sentence or graphic. If we can do that, we’re heading in the right direction.

OK, let’s park Person A for a moment.

Now along comes Person B. That’s Barry, remember?

Person B already knows about us. Perhaps Person B is an existing client, or perhaps he heard about us from someone else who is.

Can we give Person B a reason to keep coming back to our website? Blog posts, white papers, cartoons, tutorials…

Really, we’re still trying say the same thing as we were saying to Person A (that we’re interesting/original/fun/smart/trustworthy/likeable/knowledgeable/experts) — but with Person B we’ve got a little more time in which to to say it.

The homepage has got to be mostly about Person A.

(We can give some signposts for Person B, but Person B probably already knows where to look for what he wants, or he’s prepared to spend a few extra seconds looking for it. He’ll learn to look on the blog for new things.)

So the question is: when Person A (the person who we’ve got 10 seconds to hook) lands on our homepage, are we trying to sell her what we do, or who we are?

Well, both. Ideally, we want to tell her what we do, in a manner that tells her who we are and what we’re like, both as a company – and as human beings. In about a dozen words or a couple of pictures.

Difficult, but not impossible.

In my next post, I’ll run through some specific ideas we’ve had for capturing Person A’s attention on our homepage.

Here’s a preview (still in its raw, fresh-off-the-ideas-mill, not-yet-passed-through-our-design-team’s-hands, form):

If we had £1 for every time someone asked us if they can be Number One on Google, we wouldn't be using this space to tell you why they were asking the wrong question

2012. The Internet is getting crowded. It's time to stand out.

If you could increase your online sales by 20% what would that be worth to your business

Driving Down The Costs Of Adwords Clicks

Adwords can get very expensive very quickly, particularly in competitive markets. Even in less competitive markets costs can be pushed up by the likes of eBay and Amazon broad matching words that appear in your key phrases. Escalating costs can put people off using PPC, but a better understanding of the mechanism that determines your cost per click – CPC – can help bring costs back under control.

Before we talk about the factors that effect your CPC directly, it’s worth thinking about Google’s goals. Google are very vocal about wanting to deliver the best results to users, but they also want to make money and every factor that goes in to determining your price is a balance of these two objectives. So here are a few points to think about next time you start to worry about your PPC costs.

1) ROI Is Everything

Before you decide that Adwords is too expensive, work out what you can afford to spend. Say you are selling green widgets, each one you sell makes you £10 on your bottom line. If Adwords traffic converts at 5%, that means you can afford to spend a maximum of £0.50 per click. At that cost you’d be breaking even and we can do better than that, but £0.50 is a line to try and shoot under.  You’ll need to have either Analytics or the Adwords conversion tracking script installed – preferably both – to get a handle on your ROI, if you don’t have these then get them now, you’re fighting blind without them.

Once you have ROI data, mine it for all you’re worth. Look for keywords that convert well and spend more on them, look for keywords that deliver hits but not sales and ask why. Could you do something to your landing page to get the sale or is the keyword just not relevant.

2) Clickthrough Rates Matter

Google aim to show the most relevant results; now imagine two ads for the same search term, one gets a CTR of 1%, the other 10%. Without seeing either ad, which do you think is most relevant?

“Ah, but my competition is bidding higher than me!”

OK, that may be true, but even if we ignore Google’s desire to display the best results, it still makes sense for them to show ads with a better CTR even if the CPC is lower. Think about our two hypothetical ads;

Ad A – CTR 1% max CPC £1.00

Ad B – CTR 5% maxCPC £0.50

If each add is shown 10,000 times, ad A will produce 100 clicks and net Google £100, Ad B will produce 500 clicks and net Google £250, in Google’s shoes which would you put at the top?

Clickthrough rates are all about your ad copy, good ad copy is hard to write, particularly in the tiny space you get to play with but there are couple of tricks that help:

  • Make your ads specific – a large number of highly targeted ads work better than a couple of broad ones.
  • Include information that people will want to know about your product, if you offer free shipping put it in the ad. If your price is great put that in too.
  • Include a call to action – “Buy Green Widgets, only £4.99 with Free Shipping” vs “Widgets, see our range of widgets on our website”
3) Look at Your Quality Score
Google have gone out of their way to help you get this right, they give each of your keywords a mark out of 10 for relevance, ignore this at your peril.  Google even tell you how they calculate quality score, so go and read it, in fact print it out and pin it to something.
One of the factors that determines your quality score is the landing page quality, again Google have provided guidelines so follow them. The page quality guidelines tie in pretty closely to the Google webmaster guidelines for SEO, so spending some time getting this right will serve you well for long term SEO too.

Using Google Alerts for Link Prospecting

One of the most time consuming aspects of SEO is link prospecting, trawling through blog after blog for suitable link partners is boring and there can be times when hours of work yield very little. But don’t get disheartened, Google’s Alerts service can be easily re purposed to do a lot of the leg work for you.

Imagine your doing SEO for the keywords “green widgets”, Google Alerts allows you to set up automated emails telling you when new content is indexed that relates to your chosen keywords, so every time anyone publishes content about “green widgets” you get to know about it.

You can set up alerts on content from websites, news, news, books and discussions, you can also choose how often you want alerts, from as-it-happens to weekly. I would suggest you start with daily unless you want a very full inbox.

The quality of the leads this generates isn’t guaranteed, you still have to sort the wheat from the chaff and you still have to persuade people to give you links. But the content you get alerted to is fresh, if news breaks that is relevant to one of your keywords you’ll know about it and even if you can’t always get a link you’ll be able to publish your own content and keep your site fresh.

Google Alerts is here:

It’s quick and intuitive so I won’t explain how to do it here, you’ll figure it out.

One last tip though, if you set up daily alerts for more than a few keywords you’ll want to set up filters in your email to put the alerts into a folder. If you’re working on keywords for more than a couple of sites you’ll also want to divide up the incoming emails that way too.

Pay Per Click (PPC) Advertising

A great way to drive extra traffic to your website is by using Pay Per Click or PPC advertising. It’s quite simple and pretty quick to get up and running but if you’re not careful and monitor your spend it can get  expensive very quickly.

A lot of people broad match a selection of generic keywords, which is effective in that it will generate traffic to your website, but if it does not generates sales or leads then that traffic is a waste of your PPC money. We carefully monitor conversion rates and click through rates across your adverts and campaigns so we will make sure that your money is spent on traffic that converts for you and shows a return on your investment.

Multivariate Testing

Picture the scenario; your marketing people have written a new slogan, your web designer has made a new layout and your graphics guys have designed a new logo. Your MD likes the logo but hates the copy, your sales Director loves the copy but hates the layout and you love the layout but hate the logo.

You could argue these points for ever, you could ask more people in your organisation, you could employ consultants to decide for you, you could flip a coin or ask Paul the psychic octopus.

And you would probably still get it wrong.

The best, simplest and cheapest way to make the decision is to test. In the scenario above, you have two logos, two layouts and two slogans. If you were to make every possible combination you have eight different versions of the page – 2 x 2 x 2 = 8.

Multivariate testing lets you test each version of the page on real life customers – without them even knowing you’re testing.

Multivariate testing generates all the possible versions of your page, displays them randomly to each visitor and measures the conversion rate for each one. Not only that, it tells you which area – logo, slogan or layout – has the biggest effect on conversion.

You get to make the decision based on real results from your visitors, not on the personal opinions and vested interests of individuals. Clever huh?