EightBlack.

Next week, I’m going to be interviewing Avinash Kaushik, the Analytics Evangelist for Google. I heard him present last week at Web 2.0. I really am looking forward to the session. Avinash has a blog here for those who wish to know more.

The interview next week got me thinking about the importance of split testing and tracking. Here’s a perfect example. This company is actually advertising on the Eight Black Blog via an AdSense ad.

Here’s the copy of the ad:

Need to Create a Blog
An innovative new way to
put your blog, and more,
online
www.squarespace.com

When you click on this adwords ad, the company drives you to a landing page. It loads quickly and tells you exactly what the business is. You read on. The copy is also a long, vertically scrolling page. There are no deviations.

However, when you go to the homepage of Square Space, the page is entirely different.

Because its an AdSense ad, I cant tell whether or not Square Space are split testing their actual Adwords ads, but my guess is that they are. If not, they should be.

This is a real time example of smart marketing. Using split testing and landing pages, using display versus destination URL’s and using completely opposite page layouts is critical to online success.

The market that Square Space are playing in is hyper competitive. The strategies they are employing are to me, what separates them from the rest.

And it’s exactly the sort of things Perry Marshall has been teaching for the past 3 years.

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This entry was posted on Tuesday, April 24th, 2007 at 8:56 am and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.