This is the presentation I gave at #stateofsearch about how A/B testing can influence on-site SEO metrics.

1. #State of Search @Chrisdayley
Influencing On-
Site Metrics
UX and SEO Collide!

3. #stateofsearch @Chrisdayley
Who Am I?

4. 2015 Non-Keyword Ranking Factors

6. “Not my problem,
my designers
just suck”
Designers
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7. #Searchlove @Chrisdayley
Onsite metrics can no
longer be considered
“SOMEONE ELSE’S
PROBLEM”

8. #stateofsearch @Chrisdayley

9. #stateofsearch @Chrisdayley
85%15%

10. #stateofsearch @Chrisdayley

11. 90-95% of purchase
decisions occur in
the subconscious
mind
http://hbs.me/1QleHnI
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12. What to
do?
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13. 1
Gain Insights
About Your
Audience
2
Move the
Needle
3
Easy Content
Test
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14. Gaining Insights
About Your
Audience
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15. Heatmaps
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16. #stateofsearch @Chrisdayley

17. Where are
people clicking?
How far are
people scrolling?

18. #stateofsearch @Chrisdayley

19. #stateofsearch @Chrisdayley

20. Bookings
+31%
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21. Moving the
Needle
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22. Big
Changes
=
Big
Impact
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23. #stateofsearch @Chrisdayley

24. Bounce Rates
48%
Product Views
410%
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25. Don’t overload users with content
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27. #stateofsearch @Chrisdayley

28. Create a test plan -
pivot as needed
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31. 8.1%
Funnel Entrance
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32. #stateofsearch @Chrisdayley

33. Failed tests are equally as
important as successful tests.
You just learned what your
audience doesn't like.
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34. 8.1%
Funnel Entrance
72%
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35. #stateofsearch @Chrisdayley

36. 12.3%
Funnel Entrance
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37. Content Test
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38. How much content
does the audience
want?
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39. Is it different on mobile & desktop?
=
?
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40. Tools
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41. 3 Variations:
Short (< 500 words)
Medium (500-1,000 words)
Long (>1,000 words)
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42. 64.9%
1750 Words1055 Words542 Words
76.7%45.5%
TOP
1:30
TOP
3:49
TOP
4:47
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43. 542 Words 1055 Words 1750 Words
76.9% 62.2% 44.4%
TOP
3:36
TOP
4:37
TOP
2:01
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44. Mobile Winner - 542 Words
83.1%
Desktop Winner - 1055 Words
DONATIONS
28.4%
DONATIONS
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45. So What?
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46. disruptiveadvertising.
com/guide
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47. #Searchlove @Chrisdayley