Penelope is currently Online Marketing Manager for web design and development inMotion Real Estate Media, which offers professional digital marketing solutions for the commercial property market.

Penelope's articles

  1. Tweaking Your Website? Do It Safely with Google Experiments

    You might be aware of Google Analytics’ Experiments feature, but it can be a little intimidating if you’ve never used it.

    There’s no need to be scared, though: Setting up an experiment is actually quite simple. In this article we’ll walk through to how to set up Google Experiments step by step, but first of all let’s take a minute to review the benefits the tool offers.

    What does Google Experiements do?

    Google Experiments sends a part of the traffic your page receives from Google to a variation you’ve created, meaning you can compare slightly different versions of your site and see which performs best. Practically speaking, this means you can put anything–website copy, images, layout–to the test and see which gets the best reaction from users in terms of clicks or conversions before commiting yourself to a new design.

    Using Google Experiments, it’s impossible to lose–if users don’t react well to the new changes, just flip back to the original version of your site.

    And once you’re comfortable with the process, it’s a tool you can use time and time again.

  2. How to Improve Your Click Rates with AdWords A/B Testing

    Ever been unable to decide between two different sets of ad copy? Or two different landing pages?

    You’re probably aware of the benefits of A/B testing in activities like email campaigns, but did you know that you can also have your PPC cake and eat it too with the Google AdWords A/B testing tool?

    Formally known as the AdWords Campaigns Experiment, or ACE, this tool is one of the most sure-fire ways to improve key metrics like click throughs and and conversion rates.

    By using the ACE tool to run your A/B tests, you’re putting yourself in a win-win situation where you can test even the most radical ideas in a low-risk environment.

    And since A/B testing for AdWords is relatively unused, mastering this tool will also put you a clear step ahead of the competition.

    Sold? Good. Now let’s learn how to set up A/B tests for Google AdWords. To do this, you’ll need some basic knowledge of AdWords and an account with a few campaigns already set up.