As my blog has grown in the last few months I wanted to polish up my branding online.
Branding really is everything and allows you to stand out from the crowd especially when you consider how competitive the internet marketing niche is.
As you can see I use a distinctive blend of blue and pink throughout my brand which is certainly having the desired effect-
Does Having A Good Logo Really Matter?
When I first launched the blog I created the logo myself in Photoshop which looked like this-
Not too shabby considering I suck at Photoshop but it still had a very amateur and unpolished feel to it.
I decided I needed a new logo!
Not only that but I wanted to be able to measure exactly what impact a new logo would have on key metrics such as bounce rate, time on site and pages per visit.
So to find out I got a logo designed and set up a split test!
Finding A Logo Designer
So how do you go about finding a decent logo designer?
The first thing I did was jump over to some popular internet marketing forums to see who was offering logo design services.
I shortlisted a few I liked and got in touch with them and got a set of concepts created by one of the designers.
The only problem was I didn’t like any of the concepts and after trying to work with a few designers I still couldn’t find one I liked better than the original one I made myself.
During this time I came across a post on TrafficPlanet that recommended logo design contests.
Essentially you create a contest with a prize fund; people submit entry’s that you can rate and feedback until you select a winner.
At first I looked at 99Designs but the prices were shocking and then I came across 48HoursLogo.com which was much more budget friendly.
So I setup my logo contest – you can check out the actual project page here to see exactly what I asked for.
Within a few days I had loads of logos to choose from!
Not too shabby huh? I actually had a hard time picking the one I liked most!
Choosing The Winner
To choose the winner I created a vote and asked my readers to vote for their favourites!
After all, it’s you guys that will have to look at it all the time
In the end I settled on this-
I also asked the designer if he would mind doing another version with the character facing the other way.
Which looked like this-
So now I have the original logo, the left facing logo and the right facing logo to split test!
Will it actually make a difference?
Setting Up The Split Test
To setup the split test I used the SES Theme Split Test plugin which is free to use.
This allows you to split test themes and then track custom variables in Google Analytics.
Duplicating The Theme
I took a copy of the original theme, changed the folder name to ‘meleft’ and swapped out the logo for the new one.
Then open up the stylesheet and change the Theme Name to meleft.
Then do exactly the same but this time for the right facing logo called ‘meright‘
So at this point I had 3 themes installed and the only difference between each of them was the logo.
Configuring SES Theme Split Test
This has got to be the easiest plugin in the world to use.
Just choose which themes you want to split test and hit Save Settings.
Setting Up Google Analytics
Last but not least is setting up Google Analytics to track the different themes. Don’t worry this is really easy!
From your main visitor dashboard click on Advanced Segments and then New Custom Segment
Have a look at this screenshot to see how I track people using the meleft theme-
You need to create a new custom segment for each theme you are split testing.
It will take about 24 hours for the new data to start appearing in your analytics account once you have set everything up.
Note: You will see my segment only includes new visitors. Repeat visitors are already engaged with my brand, the trust is already built.
I wanted to measure the ‘first impression impact’ of the logo with people that have never seen the site before.
Split Test Results
I ran the test from February 8th-26th through a total of 5,459 unique users.
I’m just going to let Analytics do the talking here-
click the image above for a full version
To make it a bit easier to digest let’s focus on the 3 important metrics – pages per visit, average visit duration and bounce rate.
|Logo||Pages/Visit||Visit Duration||Bounce Rate|
Digesting The Results
As you can see both the professionally designed left facing and right facing logos offered better engagement all round.
However what is interesting is how the left facing and right facing logos performed differently.
They are essentially the same logo with the character facing the other way, yet one performed significantly better than the other.
This is why I love split testing You can settle most arguments with data!
So Was It Worth It?
For a one time investment in a logo contest I was able to-
- Increase pages per visit by 0.59
- Increase time on site by 29 seconds
- Decrease bounce rate by 3.18%
So this means that every other visitor will now browse 1 extra page than they would have before giving me extra opportunities to convert them.
This also leads us into visitors spending an extra 29 seconds on the site than they would previously!
And that decrease in bounce rate means more people are moving around my blog, sharing my content, clicking on my affiliate links and subscribing!
You can start a logo contest for just $99 but I decided to offer $130 for my contest.
So was the $130 worth it? Hell yeah it was!
All day every day while I’m working, sleeping or eating more new visitors are getting reeled in with my blog than ever before! WINNER!
Wasn’t even hard work either =D