Website Conversion Testing:Google Website Optimizer

Brent Ludtke

What is conversion testing?

• Optimization of marketing dollars• Testing of hypotheses, not opinions• Quantitative & actionable, data-driven insights• A “failed” test is never a fail, but an opportunity to

learn

Inbound Traffic Split Testing Landing Page Conversion

What is your website’s purpose?

Types of Conversion Testing

A/B Test• Compares the

performance of 2 different pages

• Best if page traffic is less than 1,000 views/week

• You want to move sections of the page

• You want to change the overall look of the page

Multivariate Test• Compares the

performance of content variations in multiple locations on a page

• Good for sites with page traffic of 1,000+ views/week

• Multiple content changes in different parts of the page simultaneously

Source: Google Website Optimizer

A/B Test

Source: whichtestwon.com

Multivariate Test

HEADINGIMAGE

CALL TO ACTION

9 Combinations

H1-I1-C1

H1-I1-C2

H1-I2-C2

H1-I2-C1

H2-I1-C1

H2-I1-C2

H2-I2-C2

H2-I2-C1

H2-I2-C2

Google Website Optimizer

• Free tool• Google Analytics

• Refine ideas• Test tactics• Enhance visitor

experience• Increase

conversions

Creating the Test

Before beginning testing you must decide on the following:– Control– Hypothesis– Time frame• At least a month• Consider seasonality & industry trends

– Method of evaluating results

Conversion Testing Process

Choose test landing page

Select testing variables

Test the changes in experiment

Identify the elements that are

most effective

What to test?

• Home page• Landing pages• Step 1 of conversion

funnel

• Headline/ promotional text

• Prominent images/videos• Case studies/

testimonials• Call to actions

A/B Test Reference

Test Setup - Start

• Google.com/websiteoptimizer• Google Account Settings

Test Setup – Create Experiment

Test Setup – Select Test

Test Setup – Identify Pages

1

•Choose the page you would like to test

2

•Create alternate versions of your test page at different locations

3

•Identify a conversion page (must be on same domain)

A/B Test Reference

Example of landing page

Test Setup – Tracking Tags

Test Setup – Install Tags

Test Setup – Validate

• Validate tags are in place• Google checks your code• Preview each page to make sure they are appearing

correctly

• Post-Validation Options– Traffic allocation– Disable losing test variations

Test Setup – LAUNCH!

Test Results

Advice for Beginners

1. Be patient2. KISS3. Focus on pages with most impact – High traffic volume– Key step in funnel

4. Continued improvement should be the goal5. Get testing!

WhichTestWon.com?

Source: Whichtestwon.com

BA

WhichTestWon.com?

Source: Whichtestwon.com

A

WhichTestWon.com?

Source: Whichtestwon.com

BA

WhichTestWon.com?

Source: Whichtestwon.com

A

WhichTestWon.com?

Source: Whichtestwon.com

B

A

WhichTestWon.com?

Source: Whichtestwon.com

B

WhichTestWon.com?

Source: Whichtestwon.com

BA

WhichTestWon.com?

Source: Whichtestwon.com

B

Conversion Tools

• Google Website Optimizer (blog)• GWOtricks.com • LiveBall• Visual Website Optimizer• Google Analytics (blog)• Unbounce• Attention Wizard• Clicktale

Thank you. Questions?