case Direct Wonen - GAAC/WOAC Summit 2009 - Traffic4u

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Website Optimizer & Google Analytics integration
‘Fighting’ cowboys and customers
Janco Klijnstra – Traffic4u
Web Analytics and Conversion Optimization Consultant
13 October 2009

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Traffic4u
Result Driven Online Marketing
110+ Employees in the Netherlands and Spain
Offices in Amsterdam, Groningen, Madrid and Salamanca
Specialized in SEO, Search Advertising, Affiliate Marketing, Direct Response Marketing, Web Analytics and Conversion Optimization
Traffic4u

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Case Description
A/B/n Experiment Direct Wonen

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Case
Customer: Direct Wonen (‘Direct Living’)
Website to find a rental property or offer a rental property
Trigger
(Offline) Surveyresultsontheirhomeowners/landlords (tool #1)
Makingiteasierforhomeowners to subscribe and offer a rentalproperty
A/B/C/D experiment
Experiment with 4 recipes
Conversion GWO: subscription of propertyowners
Traffic4u

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Case: Results
Original (A)
Source: 8pt, medium gray

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Case
Text, 22 point
First-level bullet, 20 point
Second-level bullet, 18 point
Third-level bullet, 16 point
Fourth-level bullet, 14 point

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Case

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But.. Then the cowboys came..

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GWO – GA to the rescue
During the testperiod the registrations
of rental properties (Goal Analytics)
for variation D was much better
Also did it not attract an unusual number
subscriptions for potential tennants or
pageviews

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Why we love our ‘guns’
Tools like GA/GWO are our guns and ammo

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Why we love our ‘guns’ (2)
The information we gather from tools is like the ammunition for:
Succes & Improvement (Survey, GWO-GA)
Saving your guts when needed
For saving money…

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We experienced dutch IT departments have a pile of work stacked up so we use our tools to
Fix (anything) that’s broken before we start GWO testing
Gain visitor insights before we start GWO testing

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In the end, the use of tools has the following benefits:
Saving time & money on developing experiments
(Hopefuly) Making money on successful tests
Satisfying customers with an improved:
Website & User Experience
Conversion rate
Insights on visitors

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Example of ourapproachwith Direct Wonen:

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Q & A
We’d like to hear your experiences and insights
Klijnstra@traffic4u.nl
Twitter: Jancoklijnstra

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case Direct Wonen - GAAC/WOAC Summit 2009 - Traffic4u

by Traffic4u on Oct 15, 2009

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case Direct Wonen - GAAC/WOAC Summit 2009 - Traffic4u — Presentation Transcript