Getting Started with Google Website Optimizer
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Getting Started with Google Website Optimizer

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Learn the basics of Google Website Optimizer with basic instructions for creating an experiment.

Learn the basics of Google Website Optimizer with basic instructions for creating an experiment.

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Getting Started with Google Website Optimizer Getting Started with Google Website Optimizer Presentation Transcript

  • Google Website Optimizer 101
    February 2010
    Adam Wareadam@swellpath.com
    @wheresitworking
  • Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
    1
    About Adam (@wheresitworking)
    Principal at SwellPath Interactive, a boutique digital marketing agency in Portland, Oregon
    Analytics pro with enterprise level experience with Google Analytics, Omniture, and Webtrends
    Site usability and conversion optimization master
  • Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
    2
    What is Optimization?
    Testing and refining content and design elements on your website through a calculated process
  • Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
    3
    Why Optimize?
    Optimization enables you to enhance visitor experience and increase conversions
  • Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
    4
    Basic Process Flow
  • Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
    5
    Google Website Optimizer Basics
    Launched in October 2006
    Tied into the Google Analytics accounts you have admin access to
    Requires tagging on any pages being tested, and conversion pages
    Relatively easy to deploy and administer
  • Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
    6
    First Step: Determine and Define the Test
    Identify what page you want to test
    Make sure there is a clearly defined conversion event
    Is this an A/B or multivariate test?
  • Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
    7
    A/B Tests
    • Testing 2 or more versions of a page with significantly different layouts or design
  • 8
    A/B Example
    A
    B
    Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
  • Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
    9
    Multivariate Tests
    • Testing multiple variations of 1 or more elements of a page
  • 10
    Multivariate Example
    3
    3
    2
    x
    x
    = 18 variations
    Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
  • Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
    11
    Next Step: Implementing Code
    Multiple code implementations on test and conversion pages
    Look into plugin or built-in functionality (e.g. Wordpress, Magento)
  • Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
    12
    Code Validation
    • Google checks your code for you!
  • Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
    13
    Preview
    • Preview mode allows you to check all variations
  • 14
    Other Final Options
    • Traffic allocation
    • Disable losing variations
    Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
  • Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
    15
    Launch!
    • And wait for data….
  • Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
    16
    Monitoring & Reporting
    • The fun part….
    • Combinationperformance
  • Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
    17
    Monitoring & Reporting
    • Section performance
  • Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive
    18
    Resources
    • Main support section:http://www.google.com/support/websiteoptimizer/
    • Support forums:http://www.google.com/support/forum/p/websiteoptimizer/
    • Website Optimizer Blog:http://websiteoptimizer.blogspot.com/
  • Thanks!
    Adam Ware
    adam@swellpath.com
    @wheresitworking