| Garnaut Review - Taking the Public Pulse on Climate Change |
This month the first draft of the Garnaut Climate Change Review was released in Australia. Based on an independent study by Professor Ross Garnaut, the review examines the impact of climate change on the Australian economy and provides a forum for public debate. According to Hitwise, there were over 1,000 unique search variations on 'climate change' by Australian Internet users during the four weeks ending 05/07/08, providing an insight into how Australians are thinking about climate change.
Hitwise search data suggests that the findings of the review may need to be simplified for the public, with some of the queries asking for a basic definition of climate change ('what is climate change', 'define: climate change'). There is an interest in the science and validity of climate change ('climate change proof', 'climate change science' and 'climate change skeptics') as well as concern for the impact of climate change ('effects of climate change', 'climate change vulnerability').
Notably missing from the top search queries are questions on steps that individuals and organisations can take to limit their impact on the environment. Perhaps this is indicative of the confusion around what contributes the most to climate change. For the scientists, economists and policy makers involved in the climate change debate, monitoring how Internet users search on 'climate change' can provide a measure of how well knowledge is being disseminated to the general public.
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| 1. |
climate change |
10.06% |
70.15% |
| 2. |
department of climate change |
1.28% |
73.68% |
| 3. |
department of environment and climate change |
0.69% |
87.48% |
| 4. |
what is climate change |
0.69% |
78.96% |
| 5. |
climate change australia |
0.62% |
85.69% |
| 6. |
climate change report |
0.46% |
38.13% |
| 7. |
garnaut climate change review |
0.43% |
100.00% |
| 8. |
garnaut climate change |
0.40% |
88.74% |
| 9. |
fight climate change |
0.40% |
79.21% |
| 10. |
csiro climate change |
0.39% |
100.00% |
| 11. |
climate change sceptics |
0.39% |
33.89% |
| 12. |
effects of climate change |
0.38% |
55.92% |
| 13. |
global climate change |
0.36% |
100.00% |
| 14. |
climate change proof |
0.32% |
100.00% |
| 15. |
define:climate change |
0.31% |
62.20% |
| 16. |
climate change science |
0.31% |
50.01% |
| 17. |
climate change v global warming |
0.30% |
66.66% |
| 18. |
climate change skeptics |
0.30% |
85.31% |
| 19. |
climate change work |
0.30% |
66.67% |
| 20. |
climate change vulnerability |
0.29% |
0.00% |
| 21. |
tasmanian climate change office |
0.29% |
100.00% |
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| Split Testing Your Landing Pages for Maximum Conversion Rates |
In our last article we touched briefly on how you can actively reduce the amount of steps in your checkout process to make the buying experience more enjoyable for your customers.
This month, we're going to discuss how you can split test different variables on your landing pages to increase the number of purchasers funnelling into your newly-optimised checkout.
Split testing is the process of continual optimisation and testing of different variables that influence a shopper's final decision to make a purchase.
Some of the variables that may change from one landing page to another include:
1. Colours
2. Ways of highlighting offers and discounts
3. Location and appearance of 'Buy Now' buttons
4. Strength of calls to action
5. Copy
6. Adding incentives
It's vitally important to test each variable equally within the same strict set of parameters.
Google's Website Optimiser allows you to easily test up to four variations of a page and reports on the final conversion rate of each. This allows you to narrow down what works and what doesn't work on your website and within your industry. For example, you may find that a green 'Buy Now' button converts your shoppers 10% better than a red 'Buy Now' button.
Having this sort of information is vital to your online marketing success and can have a significant impact on your bottom line.
Hitwise Search Marketing Services offers advice on optimising your landing pages for increased conversions and search engine traffic. Contact our team for a no-obligation quote on SEO or PPC on search.csm@hitwise.com or on 1800 816 997.
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| Increase Your Customer Base with the New and Returning Visitors Report |
Using the Hitwise Clickstream New and Returning Visitors report, you can determine the proportion of new versus repeat visitors that search engines, as well as your partners and affiliates are sending to your competitors.
For example, if you are looking to increase your customer base, and your competitor is Harvey Norman, using the New and Returning Visitors report, you can discover that 2.29% of new visitors to www.harveynorman.com.au came from Facebook for the week ending 05/07/08. This represented 85.75% of all traffic sent by Facebook to Harvey Norman. Using this information, you can determine that Facebook could be a great website to promote your brand on to redirect some of that traffic to your website instead of Harvey Norman. This insight is invaluable for gaining a competitive edge over your direct competitors.
If you would like to discuss this application further, please contact Hitwise Customer Support, or visit the Hitwise University and review the Hitwise New and Returning Visitors - Client FAQ.
To learn more about Hitwise Clickstream data, download the Hitwise Clickstream Product Fact Sheet.
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| CNET TV - www.cnettv.com |
The CNET TV website features tech videos, reviews, video podcasts and other multimedia content. During the week ending 12/07/2008, this fast-moving website leaped 3,592 places to rank #208 among all websites visited by Australian Internet users, increasing its market share of visits nineteen-fold.
During that week, four of the top five websites referring traffic to CNET TV were other CNET websites: CNET Download.com (66.80%), CNET Reviews (6.35%), CNET.com (4.01%), and CNET News.com (2.06%). The other top referring site was Google Australia which contributed 3.02% of visits.
The top three search terms resulting in traffic to CNET TV were 'cnet', 'frostwire' and 'zone alarm'.
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| Industry Search Terms Report for Computers and Internet - Hardware |
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The following report lists the most popular terms typed into a search engine over the 4 weeks ending 26/07/2008 that resulted in traffic to websites classified by Hitwise within the 'Computers and Internet - Hardware' industry. For example, the most popular search term was 'dell' representing 1.56% of all search terms that delivered users to websites classified by Hitwise in the 'Computers and Internet - Hardware' industry.
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| 1. |
dell |
1.56% |
| 2. |
asus |
0.94% |
| 3. |
iphone |
0.78% |
| 4. |
hp |
0.74% |
| 5. |
nvidia |
0.65% |
| 6. |
apple |
0.59% |
| 7. |
canon |
0.55% |
| 8. |
gigabyte |
0.52% |
| 9. |
toshiba |
0.51% |
| 10. |
acer |
0.46% |
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|
| Lifestyle - Environment |
| Sites in the Environment category encourage ecological conservation, recycling and environmental awareness. The data below is based on All sites - Weekly rankings for the week ending 05/07/2008 - Ranks by 'Visits'. |
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| 58.0% |
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of traffic to this category was directed at domestic sites.
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| 1. |
Computers and Internet |
48.25% |
| 2. |
Search Engines |
31.88% |
| 3. |
Lifestyle |
9.24% |
| 4. |
News and Media |
8.48% |
| 5. |
Government |
7.95% |
| 6. |
Education |
7.42% |
| 7. |
Business and Finance |
7.37% |
| 8. |
Social Networking and Forums |
6.14% |
| 9. |
Reference |
5.95% |
| 10. |
Entertainment |
5.51% |
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|
|
| 1. |
Computers and Internet |
20.78% |
| 2. |
Lifestyle |
14.33% |
| 3. |
Government |
12.30% |
| 4. |
News and Media |
12.09% |
| 5. |
Business and Finance |
11.30% |
| 6. |
Education |
9.96% |
| 7. |
Entertainment |
9.06% |
| 8. |
Environment |
8.51% |
| 9. |
Reference |
8.02% |
| 10. |
Search Engines |
7.11% |
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| Visits to Health Insurance Websites Spike Prior to End of Financial Year |
With the end of the financial year just past, health insurance companies have been encouraging Australians to purchase health cover before the June 30 deadline to avoid the Government Lifetime Health Cover loading. The latest online data suggests that Australians responded to the deadline, with market share of visits to the Health Insurance industry increasing by 25% during the week ending 28/06/2008. Hitwise Lifestyle Mosaic data indicates that households most likely to visit Health Insurance websites (during rolling 12 weeks ending 28/06/2008) belonged to the Mosaic Groups: 'Family Challenge' - mixed family forms with stretched budgets in outer suburbs; and 'Provincial Optimism' - Anglo-Australian blue-collar families in provincial settlements. During June 2008 the most visited Health Insurance websites were Medibank Private (www.medibank.com.au), MBF Health Funds Australia (www.mbf.com.au) and the iSelect (www.iselect.com.au) website where consumers can compare private health funds. Now you know.
Visit the Hitwise To Go website or download the Hitwise To Go widget!
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