Published in Marketing on Sunday, October 8th, 2006
Kyle Neath provides an excellent write-up of how he used Crazy Egg to help test how users use a website, and one of the results saw an increase in click thrus to his forum on Total Spore. We've been using Crazy Egg's service since it was in the development stages to test the effectiveness of different types of copy on a webpage.
Rather than run month long tests as Kyle successfully used, with some clients we've run short tests (hours to days) on a fixed amount of traffic in order to how evaluate how different types of copy perform in various hotspots on their site.
We used to track this by using a unique link for each piece of copy and storing the click-thrus in a database, and we still do this in snapshots now and then. This method allows us to randomly serve different copy and track each one for comparison later.
Crazy Egg, however, allows for a quick snapshot of how different copy performs on it's own within the confines of the page itself.
What this does is allow us to provide the site owners with rapid graphical feedback to ideas or brainstorms that may have only been dreamed up hours earlier. Numbers don't lie, and the heatmap presentation makes it easy to make a decision that we can always test more in depth later on.
This has come in particularly handy during new advertising campaigns, as we test the performance of different copy during the early stages and run with the winner for the bulk of the campaign.
I started freelancing by diving in head first and getting on with it. Many years and a lot of experience later I was still able to take away some gems from this book, and there are plenty I wish I had thought of beforehand. If you are new to freelancing and have a lot of questions (or maybe don't know what questions to ask!) do yourself a favor and at least check out the sample chapters.
Like the other books listed here, this provides a great reference for the PHP developer looking to have the right answers from the right people at their fingertips. I tend to pull this off the shelf when I need to delve into new territory and usually find a workable solution to keep development moving. This only needs to happen once and you recoup the price of the book in time saved from having to develop the solution or find the right pattern for getting the job done..