0
OptimizationEssentials
A full service digital agencyISITE Design
ALWAYS BETESTINGThe leads are weak? Your landingpages are weak!
$39.5BILLIONIN 2012Spent on digital advertising andpromotions in the US$62 BILLIONBY 2016                      http://www....
57%                                                                  Of companies that                                    ...
• Learn more about your customers • Deliver better user experiences • Get better return on your digital   investments • Bu...
Set Goals              Find Friction           Share &                                 Make            Learn              ...
a/b testingOVERVIEW
• A/B Split Testing                – Faster Results                – Fewer Visitors                – Design Freedoma/b tes...
Multivariate testingOVERVIEW
• Multivariate Testing      – No Redirects      – Requires more time and more traffic      – Requires less design resource...
1.Be clear and specific    2.Increase trust    3.Customer firstEliminate Friction3 SIMPLE RULES
Form Logic                                                                                                                ...
First focus on the elements on a page and which pieces are important to the experience and which ones are not. These tests...
After you have identified pieces of the page that are high contributors to conversion, you can start testing them in combi...
Significant Impact by Element   60%                                           50%   50%                41%   40%         3...
Top segmentsWHAT TO TEST
2OO% MORELEADSUsing Google Website Optimizer wewere able to identify three themes thatchanged the way SolarWorld USAapproa...
sourceslanding pagesCTAsconversion      Organic search   Email campaigns   Display ads   Offline ads   Paid searchKey conv...
Theme 1SEGMENTATION
Theme 2QUALIFICATION
Theme 3CONVERSION
GCEGoogle has a FREE testing tool, soyou have no excuse not to try testing.
• Only the control script will be necessary to run tests • Google Analytics advanced segments and page metrics will   be a...
•   No multivariate testing •   Limited to 5 variations •   Best for landing pages •   Can’t test global elements •   No E...
•   No multivariate testing •   Limited to 5 variations •   Best for landing pages •   Can’t test global elements •   No E...
Google Content ExperimentsWALKTHROUGH
TRY STUFFGCEs Simple architecture allows forinnovative enhancements (hacks).
ISITE Content ExperimentsDEMO
thank youWWW.ISITEDESIGN.COM      rsummers@isitedesign.com
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GAUGE Google Analytics Conference: Content Experiments

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ISITE Design's Ryan Summers presents "Always Be Testing: How to lift your business by testing with Google Content Experiments" at GAUGE conference, October 2012.

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  • Transcript of "GAUGE Google Analytics Conference: Content Experiments"

    1. 1. OptimizationEssentials
    2. 2. A full service digital agencyISITE Design
    3. 3. ALWAYS BETESTINGThe leads are weak? Your landingpages are weak!
    4. 4. $39.5BILLIONIN 2012Spent on digital advertising andpromotions in the US$62 BILLIONBY 2016 http://www.go-gulf.com/blog/online-ad-spending
    5. 5. 57% Of companies that test demonstrate positive ROI 47% Don’t know or do not calculateMarketingSherpa 2011 Landing Page Optimization Benchmark Report
    6. 6. • 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!Companies that test…VALUE OF TESTING
    7. 7. Set Goals Find Friction Share & Make Learn Hypothesis Test It!Keep it simple5 STEPS TO GET STARTED
    8. 8. a/b testingOVERVIEW
    9. 9. • A/B Split Testing – Faster Results – Fewer Visitors – Design Freedoma/b testingKEY DIFFERENCES
    10. 10. Multivariate testingOVERVIEW
    11. 11. • Multivariate Testing – No Redirects – Requires more time and more traffic – Requires less design resources – Element ContributionMultivariate testingKEY DIFFERENCES
    12. 12. 1.Be clear and specific 2.Increase trust 3.Customer firstEliminate Friction3 SIMPLE RULES
    13. 13. Form Logic Form Layout Location of CTA Headline Copy Navigation Logic/ Navigation Location Complexity Number of CTAs Button Copy Body Copy Content of Images Page Header Image Balance of Text and Hero Shot Graphics Page Length Modal Box Design Number of Columns* Impact analysis provided by Marketing Sherpa 2011 Optimization Benchmark ReportPrioritizeWHAT TO TEST
    14. 14. 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 • PositionTriageWHAT TO TEST
    15. 15. 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 toRefineWHAT TO TEST
    16. 16. Significant Impact by Element 60% 50% 50% 41% 40% 36% 30% 30% 20% 17% 18% 10% 0% Copy CTA Images Layout Navigation Form Marketing Sherpa 2011 LPO Benchmark ReportTop elementsWHAT TO TEST
    17. 17. Top segmentsWHAT TO TEST
    18. 18. 2OO% MORELEADSUsing Google Website Optimizer wewere able to identify three themes thatchanged the way SolarWorld USAapproached lead generation. http://www.isitedesign.com/insight-blog/12_05/solarworld-americas
    19. 19. sourceslanding pagesCTAsconversion Organic search Email campaigns Display ads Offline ads Paid searchKey conversion pathsFOCUS ON FUNNELS
    20. 20. Theme 1SEGMENTATION
    21. 21. Theme 2QUALIFICATION
    22. 22. Theme 3CONVERSION
    23. 23. GCEGoogle has a FREE testing tool, soyou have no excuse not to try testing.
    24. 24. • 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 daysGoogle Content ExperimentsNEW FEATURES
    25. 25. • 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 codeGoogle Content ExperimentsLIMITATIONS
    26. 26. • 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 codeGoogle Content ExperimentsLIMITATIONS
    27. 27. Google Content ExperimentsWALKTHROUGH
    28. 28. TRY STUFFGCEs Simple architecture allows forinnovative enhancements (hacks).
    29. 29. ISITE Content ExperimentsDEMO
    30. 30. thank youWWW.ISITEDESIGN.COM rsummers@isitedesign.com
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