Intro to Google Website Optimizer Sam Michelson June 1, 2009

What Google Website Optimizer Can do for You Makes testing changes to websites very easy A/B Test of redesign One or more changes to conversion forms Follow-up Testing to tweak results

Makes testing changes to websites very easy

A/B Test of redesign

One or more changes to conversion forms

Follow-up Testing to tweak results

What you need to get started An account with Google TRAFFIC + A website with potential conversion Control of the website so you can add code Someone to add the code Ideas for conversion improvement Patience

An account with Google

TRAFFIC + A website with potential conversion

Control of the website so you can add code

Someone to add the code

Ideas for conversion improvement

Patience

What you need to get started - details An account with Google TRAFFIC + A website with potential conversion A “thank you for your purchase” page A page on a third-party site Clicking a link Staying on site for x minutes Control of the website so you can add code Someone to add the code Ideas for conversion improvement Patience

An account with Google

TRAFFIC + A website with potential conversion

A “thank you for your purchase” page

A page on a third-party site

Clicking a link

Staying on site for x minutes

Control of the website so you can add code

Someone to add the code

Ideas for conversion improvement

Patience

What you need to get started - details An account with Google TRAFFIC + A website with potential conversion Control of the website so you can add code Ability to edit template files Ability to place code on the conversion page Someone to add the code Ideas for conversion improvement Patience

An account with Google

TRAFFIC + A website with potential conversion

Control of the website so you can add code

Ability to edit template files

Ability to place code on the conversion page

Someone to add the code

Ideas for conversion improvement

Patience

What you need to get started - details An account with Google TRAFFIC + A website with potential conversion Control of the website so you can add code Someone to add the code Anyone who tinkers with HTML should be able to do this Ideas for conversion improvement Patience

An account with Google

TRAFFIC + A website with potential conversion

Control of the website so you can add code

Someone to add the code

Anyone who tinkers with HTML should be able to do this

Ideas for conversion improvement

Patience

What you need to get started - details An account with Google TRAFFIC + A website with potential conversion Control of the website so you can add code Someone to add the code Ideas for conversion improvement Buttons Colors Call to Action Fonts Patience

An account with Google

TRAFFIC + A website with potential conversion

Control of the website so you can add code

Someone to add the code

Ideas for conversion improvement

Buttons

Colors

Call to Action

Fonts

Patience

What you need to get started - details An account with Google TRAFFIC + A website with potential conversion Control of the website so you can add code Someone to add the code Ideas for conversion improvement Patience Tests require tens of conversions – usually thousands of visitors… Easy to make decisions too early in the test

An account with Google

TRAFFIC + A website with potential conversion

Control of the website so you can add code

Someone to add the code

Ideas for conversion improvement

Patience

Tests require tens of conversions – usually thousands of visitors…

Easy to make decisions too early in the test

Let’s Create a new “Experiment”

Creating a new “Experiment”

Multivariate vs. A/B Experiment

Preparing yourself for the Experiment

Three things we need, to implement the experiment Choose the page you would like to test Choose your page sections Identify your conversion / success / goal page

Choose the page you would like to test

Choose your page sections

Identify your conversion / success / goal page

Name of Experiment, Test Page, Conversion Page

Identifying the Test Page http://www.condominiumcentral.net/testpage.htm

http://www.condominiumcentral.net/testpage.htm

Testing several factors (in this case two)

The Code – Place these snippets on the Test Page

The Code – Place these snippets on the Conversion Page

The Results – in progress

The Results - in progress

The Results – in progress

Sam Michelson http://twitter.com/sammichelson http://www.FiveBlocks.com Thank You!

Sam Michelson

http://twitter.com/sammichelson

http://www.FiveBlocks.com