Google Website Optimizer 101<br />February 2010<br />Adam Wareadam@swellpath.com<br />@wheresitworking<br />
Google Website Optimizer 101  |  Copyright © 2010 SwellPath Interactive<br />1<br />About Adam (@wheresitworking)<br />Pri...
Google Website Optimizer 101  |  Copyright © 2010 SwellPath Interactive<br />2<br />What is Optimization?<br />Testing and...
Google Website Optimizer 101  |  Copyright © 2010 SwellPath Interactive<br />3<br />Why Optimize?<br />Optimization enable...
Google Website Optimizer 101  |  Copyright © 2010 SwellPath Interactive<br />4<br />Basic Process Flow<br />
Google Website Optimizer 101  |  Copyright © 2010 SwellPath Interactive<br />5<br />Google Website Optimizer Basics<br />L...
Google Website Optimizer 101  |  Copyright © 2010 SwellPath Interactive<br />6<br />First Step: Determine and Define the T...
Google Website Optimizer 101  |  Copyright © 2010 SwellPath Interactive<br />7<br />A/B Tests<br /><ul><li>Testing 2 or mo...
Google Website Optimizer 101  |  Copyright © 2010 SwellPath Interactive<br />9<br />Multivariate Tests<br /><ul><li>Testin...
Google Website Optimizer 101  |  Copyright © 2010 SwellPath Interactive<br />11<br />Next Step: Implementing Code<br />Mul...
Google Website Optimizer 101  |  Copyright © 2010 SwellPath Interactive<br />12<br />Code Validation<br /><ul><li>Google c...
Disable losing variations</li></ul>Google Website Optimizer 101  |  Copyright © 2010 SwellPath Interactive<br />
Google Website Optimizer 101  |  Copyright © 2010 SwellPath Interactive<br />15<br />Launch!<br /><ul><li>And wait for dat...
Combinationperformance</li></li></ul><li>Google Website Optimizer 101  |  Copyright © 2010 SwellPath Interactive<br />17<b...
Support forums:http://www.google.com/support/forum/p/websiteoptimizer/
Website Optimizer Blog:http://websiteoptimizer.blogspot.com/</li></li></ul><li>Thanks!<br />Adam Ware<br />adam@swellpath....
Getting Started with Google Website Optimizer
Getting Started with Google Website Optimizer
Getting Started with Google Website Optimizer
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.

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Getting Started with Google Website Optimizer

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