Website Test Finds Too Much Copy

In an interview with James Murray of Interwoven, the February 26 edition of The Wise Marketer suggests that e-Retailers should be testing the format, layout, and content of web pages – and not just a little, but in “vast numbers of combinations.” Since eTailers have only nine seconds to make their point, the idea is to make sure website visitors immediately perceive that the retailer has exactly what they are looking for, at the right price, and in the form of a very secure transaction. Murray recommends multi-variable testing of a website, with the web page changing in real time, depending on information the individual imparts as they browse along. UK’s favorite retailer John Lewis was cited as a case in point. Their website featured a test of some 86 content options, leading to over 30,000 combinations. Results proved that removing some of the existing text that was meant to “add value,” actually boosted sales by £2.7 million in a 12 month period.

Tweets for the Rest of Us

I’ve finally read an article about Twitter that makes sense. David Pogue, writing for The New York Times (natch) was just as skeptical as I about why anybody would Tweet. He even got a sympathetic ear from the CEO and co-founder of Twitter (well, after all, he does write for THE Times) about all the annoying “insider” dos and don’ts he encountered. Of Twitter, Pogue concludes, “Make of it what you will.” To journalist Pogue, that means querying “the multitudes” for feedback when working on a story. Makes sense to me.

Twitter for Brainiacs?

Reportedly, there’s a new microblogging tool that college students and professors have been quick to adopt (bye bye Twitter?). Wiggio says its for academic groups, clubs and committees, sports teams, small businesses, families, non-profit groups, roommates, and social groups. They’ve reported that 80% of sign-ups since they launched in January 2008 are college students and faculty. Wiggio says it takes under a minute to setup a new Wiggio group and there’s no nagging group members to sign in, because as soon as they’re added, they’re in (they never have to register). Web 2.0 collaborative software developer, Zoho, is an existing partner, so Wiggio also features a shared calendar, group text and voice messaging, free conference calling and web meetings, filesharing, and collaborative viewing/editing for documents. The biggest winner here may be Zoho.