1<br />Website Optimizer & Google Analytics integration<br />‘Fighting’ cowboys and customers <br />Janco Klijnstra – Traf...
2<br />Traffic4u<br />Result Driven Online Marketing<br />110+ Employees in the Netherlands and Spain<br />Offices in Amst...
3<br />Case Description<br />A/B/n Experiment Direct Wonen<br />
4<br />Case<br />Customer: Direct Wonen (‘Direct Living’)<br />Website to find a rental property or offer a rental propert...
5<br />Case: Results<br />Original (A)<br />Source: 8pt, medium gray<br />
6<br />Case<br />Text, 22 point<br />First-level bullet, 20 point<br />Second-level bullet, 18 point<br />Third-level bull...
7<br />Case<br />Source: 8pt, medium gray<br />
8<br />But.. Then the cowboys came..<br />Source: 8pt, medium gray<br />
9<br />GWO – GA to the rescue<br />During the testperiod the registrations <br />of rental properties (Goal Analytics) <br...
10<br />Why we love our ‘guns’<br />Tools like GA/GWO are our guns and ammo  <br />
11<br />Why we love our ‘guns’ (2)<br />The information we gather from tools is like the ammunition for:<br />Succes & Imp...
12<br />Why we love our ‘guns’ (4)<br />We experienced dutch IT departments have a pile of work stacked up so we use our t...
13<br />Why we love our ‘guns’ (5)<br />In the end, the use of tools has the following benefits: <br />Saving time & money...
14<br />Why we love our ‘guns’ (1)<br />
15<br />Why we love our ‘guns’ (3)<br />Example of ourapproachwith Direct Wonen: <br />Source: 8pt, medium gray<br />
16<br />Q & A<br />We’d like to hear your experiences and insights<br />Klijnstra@traffic4u.nl<br />Twitter: Jancoklijnstr...
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case Direct Wonen - GAAC/WOAC Summit 2009 - Traffic4u

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Case Direct Wonen as presented at the 2009 GAAC/WOAC Summit at Google HQ by Janco Klijnstra of Traffic4u.
Website Optimizer & Google Analytics integration ‘Fighting’ cowboys and customers.

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case Direct Wonen - GAAC/WOAC Summit 2009 - Traffic4u

  1. 1. 1<br />Website Optimizer & Google Analytics integration<br />‘Fighting’ cowboys and customers <br />Janco Klijnstra – Traffic4u<br />Web Analytics and Conversion Optimization Consultant<br />13 October 2009<br />
  2. 2. 2<br />Traffic4u<br />Result Driven Online Marketing<br />110+ Employees in the Netherlands and Spain<br />Offices in Amsterdam, Groningen, Madrid and Salamanca<br />Specialized in SEO, Search Advertising, Affiliate Marketing, Direct Response Marketing, Web Analytics and Conversion Optimization<br />Traffic4u<br />
  3. 3. 3<br />Case Description<br />A/B/n Experiment Direct Wonen<br />
  4. 4. 4<br />Case<br />Customer: Direct Wonen (‘Direct Living’)<br />Website to find a rental property or offer a rental property<br />Trigger<br />(Offline) Surveyresultsontheirhomeowners/landlords (tool #1)<br />Makingiteasierforhomeowners to subscribe and offer a rentalproperty<br />A/B/C/D experiment<br />Experiment with 4 recipes<br />Conversion GWO: subscription of propertyowners<br />Traffic4u<br />
  5. 5. 5<br />Case: Results<br />Original (A)<br />Source: 8pt, medium gray<br />
  6. 6. 6<br />Case<br />Text, 22 point<br />First-level bullet, 20 point<br />Second-level bullet, 18 point<br />Third-level bullet, 16 point<br />Fourth-level bullet, 14 point<br />Source: 8pt, medium gray<br />
  7. 7. 7<br />Case<br />Source: 8pt, medium gray<br />
  8. 8. 8<br />But.. Then the cowboys came..<br />Source: 8pt, medium gray<br />
  9. 9. 9<br />GWO – GA to the rescue<br />During the testperiod the registrations <br />of rental properties (Goal Analytics) <br />for variation D was much better<br />Also did it not attract an unusual number <br />subscriptions for potential tennants or <br />pageviews <br />Source: 8pt, medium gray<br />
  10. 10. 10<br />Why we love our ‘guns’<br />Tools like GA/GWO are our guns and ammo <br />
  11. 11. 11<br />Why we love our ‘guns’ (2)<br />The information we gather from tools is like the ammunition for:<br />Succes & Improvement (Survey, GWO-GA)<br />Saving your guts when needed<br />For saving money… <br />Source: 8pt, medium gray<br />
  12. 12. 12<br />Why we love our ‘guns’ (4)<br />We experienced dutch IT departments have a pile of work stacked up so we use our tools to<br />Fix (anything) that’s broken before we start GWO testing<br />Gain visitor insights before we start GWO testing<br />Source: 8pt, medium gray<br />
  13. 13. 13<br />Why we love our ‘guns’ (5)<br />In the end, the use of tools has the following benefits: <br />Saving time & money on developing experiments<br />(Hopefuly) Making money on successful tests <br />Satisfying customers with an improved:<br />Website & User Experience<br />Conversion rate <br />Insights on visitors<br />Source: 8pt, medium gray<br />
  14. 14. 14<br />Why we love our ‘guns’ (1)<br />
  15. 15. 15<br />Why we love our ‘guns’ (3)<br />Example of ourapproachwith Direct Wonen: <br />Source: 8pt, medium gray<br />
  16. 16. 16<br />Q & A<br />We’d like to hear your experiences and insights<br />Klijnstra@traffic4u.nl<br />Twitter: Jancoklijnstra<br />

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