improve your website with google website optimizer

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  • 1.Presented by: @Nick_Eubanks

2. WHAT GOOD IS TRAFFIC WITHOUT CONVERSIONS? 3. INTROA powerful technique used to increase your websites ability to turn visitors into customers.Can be used for any product, service, or offer where thedesired outcome is the completion of an action.Test multiple versions of something to discover which oneleads to higher overall outcome of your target conversion Simply put: Testing = More Money Presented by: @Nick_Eubanks 4. CONVERSION RATES WHAT IT MEANSConversion rate simply means the percentage of your visitors that end up reaching a goal within a set amount of time.Photo Source: conversion-rate-experts.com Presented by: @Nick_Eubanks 5. WHAT IS A SPLIT TEST?Testing multiple versions of the same element, common elements include: Headline Page copy Images Prices Offers Buttons Etc. Photo Source: splittesting.comPresented by: @Nick_Eubanks 6. WHY YOU NEED TO INCREASE CONVERSION RATES1. Always Room for Improvement2. PPC traffic will continue to become more competitive3. Some Tools are FREE and Relatively Simple!4. If you DOUBLE your conversion rate, you decrease your CPA by 50%!What can you do with a 50% lower CPA? Spend more on traffic! Test alternate advertising channels! Get that re-design you so desperately need!Presented by: @Nick_Eubanks 7. HOW TO THINK ABOUT TESTING LANDING PAGE 101 Small Changes can make a big difference Who are you selling to? (personas) What are the top 5 points you want to communicate? Identify your highest profit products or services What are the customers Benefits? Prove it! Photo Source: wikipedia.org Presented by: @Nick_Eubanks 8. MESSAGING TO TESTCore value propositionSupporting evidencePricingOffersSocial proofAlternate messagingPhoto Source: marketingmo.com Social Proof: Over 30% of so and so found Fear: Dont miss out, Stop losing money/customers/etc Domain Expertise: 8 out of 10 leading widget makers agreePresented by: @Nick_Eubanks 9. ONTO THE TECHNICAL STUFF Presented by: @Nick_Eubanks 10. FOR YOUR FIRST TEST Create a list of high traffic (relative) established pages Find the weakest link Formulate some hypotheses Identify elements to test (refer to previous slide) Be realistic! (and use the Calculator) https://www.google.com/analytics/siteopt/siteopt/help/calculator.htmlPresented by: @Nick_Eubanks 11. SETTING UP YOUR EXPERIMENT Choose your test page IMPORTANT! Duplicate this page and change the elements you haveidentified to test DO NOT START WITH NEW PAGE Choose your conversion page Decide how much traffic you want to testPresented by: @Nick_Eubanks 12. ADDING EXPERIMENT TAGS You must add the GWO generated code snippets to your experimentpages, this includes: Your control page (current existing page you are testing) Your variation page (the new page with your content variations o it) Your conversion page (the page that is served when a visitor completes your desired conversion offer) All snippets are simple to cut and paste into the of your pages Once you have installed the scripts onto the pages, click Validate Pages inside your GWO experiment. JUST USE WORDPRESS! OR http://wordpress.org/extend/plugins/google-website-optimizer-for-wordpress/Presented by: @Nick_Eubanks 13. WITH WORDPRESS Still need to use GWOthrough web browser Grab test ID and GWOaccount ID Choose whether a test pageor goal page Provides ability to use a linkclick as a conversion goal Makes it very easy to createmultiple sections in onepage/post Must tag link as conversionlink can be easily done inpage WYSIWYG 14. WITHOUT WORDPRESS GWO will generate the addition of onclick="return ... Any other contents in your header section ...ConversionCount(this);into 15. EDITING OR REMOVING A VARIATIONBefore you start running your experiment (no problem) Go to the experiments main page Click view or edit in Step 3After youve started your experiment (shitty) Cant edit or remove a variation as would compromiseexperiment data Must stop the experiment, make change(s) and startoverPresented by: @Nick_Eubanks 16. PREVIEWING & STARTING YOUR EXPERIMENT Created your variations and tagged your pages? BLAM! Check out your variations using the preview link on your Review &Launch page Limit how many people participate using Total traffic sent prompt Phase out poorly performing variations by setting auto-disable losingvariations to ON Aggressive vs. Conservative FilterPresented by: @Nick_Eubanks 17. RUNNING THE EXPERIMENT Yellow is yourfriend Disabling isFOREVER Copy and tryagain When in doubt,do nothing! Presented by: @Nick_Eubanks 18. WEBSITE OPTIMIZER + ANALYTICS Since optimizer script is placed immediately after and analytics script is placedimmediately before they can coexistpeacefully If using same account for both, setAccountvalue will be the same Make sure your GWO experiment ID is listedcorrectly after trackPageview IMPORTANT: if code is on a variation pageexperiment ID must be followed by /test, if codeis on a conversion page experiment ID must befollowed by/goal Presented by: @Nick_Eubanks 19. KEY TAKEAWAYS KEEP IT SIMPLE!! Dont Assume, Test! If theres only ONE target conversion point -Test ONLY ONE variation at a time Be patient testing takes time When in doubt DO NOTHING Dont change anything on your control page Let your test complete! Even if it is on track and likely to winPresented by: @Nick_Eubanks 20. Connect with me: linkedin.com/in/nickeubanks Follow me: @Nick_Eubanks