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Google Analytics & A/B Testing

Andy Halko, CEOInsivia Marketing & Interactive Web

Designwww.insivia.com

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Conversion Rate = Number of Visitors Who Reach GoalTotal Number of Visitors

X 100

Conversion Goals:

Phone Call Store Visit Online Purchase Newsletter Sign-Up Registration Ad Clicks Contact Form Resume Submit Etc...

Our Baseline

What we track

Bounce Rates Traffic Sources Popular Content Exit Rates Abandon Destinations Search Phrases Campaign Paths Visit Length Mouse Movement & Click Locations

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Analytics to elementsBounce RatesOverall aesthetics, source to destination content targeting

Abandon DestinationsProviding the right information at the right time, messaging

Campaign PathsClear or on-page actions

Mouse movement and layout overlaysVisual elements and layouts

Exit pagesLack of information, persuasion or actions

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GoalsCreate goals for all major actions with detailed funnels to understand abandonment.

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Google Analytics

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CrazyEggGet a heat map of specifically where people are clicking on your pages.

Go further by filtering your heatmap based on source, search term, location and more.

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ClickySegmentation focused on real-time and specific visitor paths.

Includes twitter monitoring tools.

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MobileA lot of Mobile Analytics solutions have sprung up in past year or so.

Mobile specific analytics assist in taking into consideration platforms and typical usage patterns.

Admob

Amethon

Bango

Coremetrics

DeckStats

mobileStats

Mobilytics

Motally

Nedstat

Omniture

Tigtags

XiTi

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Other Useful Tools

Snurl.comTrack links distributed via social media and other campaigns

Alexa.comVarious information about competitors, related information and more

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A/B & Multivariate Testing

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Choosing what to test.Create two versions of a single page.Choose a page that you want to really understand how you can effect conversion compared to your goals.

Landing PagesTest landing pages to determine what look, layout and messaging will get people to move past the decision stage and further into your site.

Product PagesTry more in depth pages that contain your specific calls to action such as a product page on an e-commerce site or even a service page that asks a visitor to contact.

Conversion ProcessesHave a registration or cart page. Tweak the number of required fields or the instructions to determine what elicits more action.

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How should we test?Two different page versions, what should change?Well, it depends what you are looking to evaluate. But try to determine a goal for the test. Is it a color scheme, the message, the layout, the position of actions or navigation?

Promotional TextUse your promotional text to determine whether less or more text works better for your site, and whether one aspect of your product or service has a bigger impact on conversions. For example, if you were selling a phone, you might highlight the value of talking to your loved ones for hours versus the value of call waiting and battery life features.

ActionsUse your call to action to try different buttons, images, or encouraging text. You can play with small alterations to your wording, such as "Free sign-up" or "Quick Sign-up".

HeadlinesTest different pitches and see how highlighting different benefits of your product or business affects your results. e.g., an insurance company could test two headlines: "We work with all the major insurance companies so you don't have to," and "You are 45 seconds away from saving $300 (on average)."

ImagesFind out whether your users respond better to graphics or photos, personal or product-focused.

LayoutWould your actions be better at the top or the bottom of the page? Where should content be?

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Questions

Andy Halko, CEOInsivia Marketing & Interactive Web

Designwww.insivia.com