Earlier this week I posted a blog post entitled “massive changes, minimum impact”. This blog post follows on from that. In making the navigation changes in that article which had essentially zero impact on the cocktail making site I also made changes to the advertising on the site. Moving the ads from the right to the left hand side of the page and moving them up 50-100 pixels.
Today I had my highest revenue day ever across all my websites and revenue has been climbing steadily since I made these changes despite user engagement staying flat and traffic volume growing.
Big impact is all about focusing on what you want. I have seen folks made huge impact in my internet marketing jobs over the last decade through minor creative changes in wording shifting text to be a call to action instead of a passive informational call out: in adwords, in onsite merchandising, in email and even in plain text links. Similarly I have personally made huge navigation changes (like the one I call out in the earlier article) with no major change to user metrics but massive change to revenue.
Plan your goal, make your change, optimize for your success metric and you’ll see massive success for minimum pain should you do it right.
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