Getting Started with Google Website Optimizer

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

2
What is Optimization?
Testing and refining content and design elements on your website through a calculated process

3
Why Optimize?
Optimization enables you to enhance visitor experience and increase conversions

4
Basic Process Flow

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

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?

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A/B Tests
Testing 2 or more versions of a page with significantly different layouts or design

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A/B Example
A
B

9
Multivariate Tests
Testing multiple variations of 1 or more elements of a page

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Multivariate Example
3
3
2
x
x
= 18 variations

11
Next Step: Implementing Code
Multiple code implementations on test and conversion pages
Look into plugin or built-in functionality (e.g. Wordpress, Magento)

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Code Validation
Google checks your code for you!

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Preview
Preview mode allows you to check all variations

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Other Final Options
Traffic allocation
Disable losing variations

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Launch!
And wait for data….

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Monitoring & Reporting
The fun part….
Combinationperformance

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Monitoring & Reporting
Section performance

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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

Getting Started with Google Website Optimizer

by SwellPath Interactive on Feb 05, 2010

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Getting Started with Google Website Optimizer — Presentation Transcript