gauge google analytics conference: content experiments

Optimization

Essentials

A full service digital agencyISITE Design

ALWAYS BE TESTINGThe leads are weak? Your landing pages are weak!

Spent on digital advertising and promotions in the US

$62BY 2016

$39.5IN 2012

BILLION

BILLIONhttp://www.go-gulf.com/blog/online-ad-spending

57%Of companies that test demonstrate positive ROI

47% Don’t know or do not calculate

MarketingSherpa 2011 Landing Page Optimization Benchmark Report

Companies that test…VALUE OF TESTING

• Learn more about your customers• Deliver better user experiences• Get better return on your digital

investments• Build a culture of data-driven and

user-focused design• Discover something totally new and

unexpected!

Keep it simple5 STEPS TO GET STARTED

Find Friction

Make Hypothesis

Test It!

Share & Learn

Set Goals

a/b testingOVERVIEW

a/b testingKEY DIFFERENCES

• A/B Split Testing– Faster Results– Fewer Visitors– Design Freedom

Multivariate testingOVERVIEW

Multivariate testingKEY DIFFERENCES

• Multivariate Testing– No Redirects– Requires more time and more

traffic– Requires less design resources– Element Contribution

Eliminate Friction3 SIMPLE RULES

1.Be clear and specific2.Increase trust3.Customer first

PrioritizeWHAT TO TEST

Page Length

Page Header Image

Number of CTAs

Number of Columns

Navigation Logic/ Complexity Navigation Location

Modal Box Design

Location of CTA

Hero Shot

Headline Copy

Form LogicForm Layout

Content of ImagesButton CopyBody Copy

Balance of Text and Graphics

* Impact analysis provided by Marketing Sherpa 2011 Optimization Benchmark Report

TriageWHAT TO TEST

First focus on the elements on a page and which pieces are important to the experience and which ones are not. These tests tend to run more quickly because they are more drastic changes. They are also easier to code because they are usually simple style changes and do not require high-cost creative assets.

• Real-Estate• Location• Size• Existence• Position

RefineWHAT TO TEST

After you have identified pieces of the page that are high contributors to conversion, you can start testing them in combinations and with more granularities.

• Presentation• What it looks like

• Function• What it does• How it is programmed• How it reacts to user input

• Copy• What it says

• Audience• Who it is targeted to

Top elementsWHAT TO TEST

Copy CTA Images Layout Navigation Form0%

10%

20%

30%

40%

50%

60%

36%

41%

30%

50%

17% 18%

Significant Impact by Element

Marketing Sherpa 2011 LPO Benchmark Report

Top segmentsWHAT TO TEST

2OO% MORE LEADSUsing Google Website Optimizer we were able to identify three themes that changed the way SolarWorld USA approached lead generation.

http://www.isitedesign.com/insight-blog/12_05/solarworld-americas

Key conversion pathsFOCUS ON FUNNELS

Organic searchCT

Asla

ndin

g pa

ges

sour

ces

conv

ersi

onPaid searchDisplay ads Offline adsEmail campaigns

Theme 1SEGMENTATION

Theme 2QUALIFICATION

Theme 3CONVERSION

GCEGoogle has a FREE testing tool, so you have no excuse not to try testing.

Google Content ExperimentsNEW FEATURES

• Only the control script will be necessary to run tests• Google Analytics advanced segments and page metrics

will be available along with optimizing goal conversions based on your test pages. 

• Improved statistical engine for analyzing experiments, which will help making decisions faster about the winning/loosing pages.

• Dynamic Traffic Allocation functionality: traffic will be shifted away from low-performing variations, over to higher performing ones.

• Makes you wait for 2 weeks before it shows a winner.• Tests expire after 90 days

Google Content ExperimentsLIMITATIONS

• No multivariate testing• Limited to 5 variations• Best for landing pages• Can’t test global elements• No E-Commerce Transaction Goals• 12 test per profile at once• Each test requires it’s own code

Google Content ExperimentsLIMITATIONS

• No multivariate testing• Limited to 5 variations• Best for landing pages• Can’t test global elements• No E-Commerce Transaction Goals• 12 test per profile at once• Each test requires it’s own code

Google Content ExperimentsWALKTHROUGH

GCEs Simple architecture allows for innovative enhancements (hacks).

TRY STUFF

ISITE Content ExperimentsDEMO

WWW.ISITEDESIGN.COMrsummers@isitedesign.com

thank you