Before you start: What do you know about SEO split testing? If you’re new to the principles of statistical SEO split testing and how SplitSignal works, we recommend starting here or requesting a demo.
beginning, I asked my Twitter followers Vote:
Here’s what other SEO experts need to share about this test:
Vladimir GartnerSoft Road Apps Senior Project Manager:
Hmm … think about it. I’m not excited about the test variant, but I really hate the original meta description.
There is also the fact that it is Wal-Mart. People know and trust the brand. And those who shop at Wal-Mart already know that they are shopping at Wal-Mart. Therefore, it also depends on which search query brought them to SERP.
I go positive. Walmart feels like having a “New Deal” that includes free shipping.
Nina de la CruzContent marketing strategy Getsitecontrol:
I think the “AFTER” version boosted organic clicks, as nothing beats “everything is free shipping”.
Read the full analysis of this test to see if your followers were correct.
Case Study
Welcome to the greetings and the latest Split Signal case study. It features well-known e-retailers and their meta-descriptions.
The website we’re looking at has a well-structured meta description of the product category, but in some cases it’s an English retailer of slightly longer discounted products, so we decided to test it a bit shorter. Did.
hypothesis
This is a discount website and free shipping with other competitors is widespread, so replace the existing meta description with the primary category name H1 and then “-Free shipping *-Buy now!” I assumed. You may see an increase in CTR from SERP.
It sounds pretty easy, but what do you think the final result will be? Let’s read and find out!
test
SEO experiments were configured and configured using the SEO test tool SplitSignal. Since this is a larger website with over 1.5 million indexed URIs, we chose a total of 1,673 pages, 846 pages for test controls, and 827 pages for test variants.
The test ran for 30 days, had a confidence level of 99%, and 99% of the test pages (all but one) were recrawled by Googlebot during the test period.
result
After a 30-day test period, statistically significant negative results were observed for pages with meta-descriptions converted.
As always, first asked what you felt would happen. Technical SEO LOCOMOTIVE agency He came after the experiment and explained why it happened, but please let us know what you think in the beginning and what you think is different.
Overall, test page clicks fell 4.7% during the test period, resulting in a loss of 1,179 clicks.
LOCOMOTIVE agency analysis
One thing I noticed from the beginning was that the tested website had a fairly well-written H1. The main categories / subcategories were mentioned several times in the meta, with a strong call for action to appeal to shoppers’ aesthetic preferences (often) and the discounted nature of products and deliveries.
By shortening the meta description to just the product category name and simplifying action phrases, the psychological appeal of meta description messaging is lost and the number of clicks is reduced compared to the competitors surrounding SERP results. I feel like I was seen.
One of my favorite things about meta description testing is that it can have a big impact on other factors such as click-through, even if it doesn’t affect your SEO ranking. ..
What do you think?
Have your next SEO technical expert analyze your next SEO split test. LOCOMOTIVE agency..