Website Conversion Testing: Google Website Optimizer Brent Ludtke

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Transcript of Website Conversion Testing: Google Website Optimizer Brent Ludtke

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Website Conversion Testing: Google Website Optimizer Brent Ludtke Slide 2 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 Slide 3 What is your websites purpose? Slide 4 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 Slide 5 A/B Test Source: Slide 6 Multivariate Test HEADING IMAGE 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 Slide 7 Google Website Optimizer Free tool Google Analytics Refine ideas Test tactics Enhance visitor experience Increase conversions Slide 8 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 Slide 9 Conversion Testing Process Choose test landing page Select testing variables Test the changes in experiment Identify the elements that are most effective Slide 10 What to test? Home page Landing pages Step 1 of conversion funnel Headline/ promotional text Prominent images/videos Case studies/ testimonials Call to actions Slide 11 A/B Test Reference Slide 12 Test Setup - Start Google Account Settings Slide 13 Test Setup Create Experiment Slide 14 Test Setup Select Test Slide 15 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) Slide 16 A/B Test Reference Example of landing page Slide 17 Test Setup Tracking Tags Slide 18 Test Setup Install Tags Slide 19 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 Slide 20 Test Setup LAUNCH! Slide 21 Test Results Slide 22 Advice for Beginners 1.Be patient 2.KISS 3.Focus on pages with most impact High traffic volume Key step in funnel 4.Continued improvement should be the goal 5.Get testing! Slide 23 Source: BA Slide 24 Source: A Slide 25 Source: BA Slide 26 Source: A Slide 27 Source: B A Slide 28 Source: B Slide 29 Source: B A Slide 30 Source: B Slide 31 Conversion Tools Google Website Optimizer (blog) Google Website Optimizerblog LiveBall Visual Website Optimizer Google Analytics (blog) Google Analyticsblog Unbounce Attention Wizard Clicktale Slide 32 Thank you. Questions?