Landing Page Optimisation
Google Website Optimiser




Estela Oliva
Web Analytics Consultant




                         ...
Agenda



 1   Background to LPO



 2   Intro to Website Optimiser



 3   Case Studies



 4   Q&A




                 ...
Background to LPO




                                                          3
                    Google Confidential ...
What is Web Analytics?

Demonstrate how visitors find your website, how
they navigate and if they convert




1    Find


...
Tools for Each Step in the Marketing Process

            Drive                           Measure                         ...
Who should drive your websites design?




                      IT        Agency

                     Your Website
     ...
The Big Picture



  • Landing Page Optimisation
          Improving conversion rate by testing website changes
     o 


...
Why Should I Bother With LPO?




        •  Your landing pages are being neglected
        •  Your conversion rate is too...
How Do We Improve Landing Pages?


 The old days:

 •  “Guess” on content design

 •  “HIPPOs”

 •  Before and After




 ...
How Landing Page Optimisation Works


                                     Original
                                      ...
Strategies For Getting Started



     1   Identify a testing specialist


     2   Identify and sync all relevant Stakeho...
Intro to Website Optimizer




                                                              12
                        Go...
Web’s Most Popular Testing Platform




 Benefits                                         Features
      Free            ...
How to access Website Optimiser

1




     2




                                                                        ...
A/B or Multivariate Testing?




                                                                     15
                 ...
A/B: Test whole pages
         Original Page (A)   New Variation (B)




                                   New Variation ...
Multivariate: Test multiple “Sections” of Your Page

                                     Test a headline
    Test an imag...
A/B: How to run a test - Name Your Experiment




                                                                        ...
A/B: Identify Test Page




                                                                19
                          G...
A/B: Identify Conversion Page




                                                                      20
               ...
A/B: Install and validate Javascript tags




                                                                            ...
A/B: Preview and start experiment




                                                                          22
       ...
Combinations Tab




                           Combination 57 is
                          performing the best




      ...
Case Studies




                                                     24
               Google Confidential and Proprietary
Picasa Case Study


                                Which converts better?




                   B Page Increased Downloa...
Gmail Case Study




                                                         26
                   Google Confidential an...
Gmail Case Study




                                                         27
                   Google Confidential an...
Homepage Test




Example Provided by WiderFunnel Marketing                                         28
                   ...
Page Variations




                                                        29
                  Google Confidential and P...
Landing Page Experiment Results


    Now they know which home page to use for their new site.




                       ...
Winning Page – 125% Conversion Lift!




                                                                             31
 ...
LPO Best Practices

  •  Test a few things
        Rule of thumb is ~100 conversions per page variation


  •  Test bold ...
Key Take-Aways



    1   Focus your efforts on landing page optimisation


    2   Use Website Optimiser to increase conv...
Google.com/WebsiteOptimizer

        FREE Testing Software, Blog, Forum, Case Studies




                                ...
Thank You!
Q&A




                                                   35
             Google Confidential and Proprietary
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Landing Page Optimisation

  1. 1. Landing Page Optimisation Google Website Optimiser Estela Oliva Web Analytics Consultant 1 Google Confidential and Proprietary
  2. 2. Agenda 1 Background to LPO 2 Intro to Website Optimiser 3 Case Studies 4 Q&A 2 Google Confidential and Proprietary
  3. 3. Background to LPO 3 Google Confidential and Proprietary
  4. 4. What is Web Analytics? Demonstrate how visitors find your website, how they navigate and if they convert 1 Find 2 Navigate 3 Convert Success Online Online-Success To be successful on the web You need Web Analytics! www.companyx.com • Unique Call to action • Sale, Lead, Branding, etc. • And other Online Marketing activities 4 Google Confidential and Proprietary
  5. 5. Tools for Each Step in the Marketing Process Drive Measure Test 1 3 2 Website Optimizer Fisher Price toys Monitor macro-level trends Test different creative to improve on-site conversions Traffic from variety of marketing campaigns Track visitor behavior on your own site & assess campaign effectiveness 5 Google Confidential and Proprietary
  6. 6. Who should drive your websites design? IT Agency Your Website Visitors! Director Webmaster Marketing Your website serves too many stakeholders. It should be focused only on conversion. 6 Google Confidential and Proprietary
  7. 7. The Big Picture • Landing Page Optimisation Improving conversion rate by testing website changes o  • Conversion Rate Percentage of visitors who take desired action o  • Online Marketing Lifecycle Acquisition – Get people to your site o  Conversion – Persuade them to take desired action o  Retention – Increase lifetime value of relationship o  7 Google Confidential and Proprietary
  8. 8. Why Should I Bother With LPO? •  Your landing pages are being neglected •  Your conversion rate is too low •  This is costing you money! 8 Google Confidential and Proprietary
  9. 9. How Do We Improve Landing Pages? The old days: •  “Guess” on content design •  “HIPPOs” •  Before and After 9 9 Google Confidential and Proprietary
  10. 10. How Landing Page Optimisation Works Original Winning Combo 1/3 visitors 14% Make Purchase Customers Visit your Website Combo 1 1/3 visitors 20% Make Purchase Combo 2 1/3 visitors 2% Make Purchase Customers Convert Test variations of the same page 10 Google Confidential and Proprietary
  11. 11. Strategies For Getting Started 1 Identify a testing specialist 2 Identify and sync all relevant Stakeholders 3 Set objectives 4 Start testing! 11 Google Confidential and Proprietary
  12. 12. Intro to Website Optimizer 12 Google Confidential and Proprietary
  13. 13. Web’s Most Popular Testing Platform Benefits Features   Free   A/B Split Testing   Easy to use   Multivariate Testing   Does not impact SEO   Follow Up Testing   Backed by Google   Works with ALL traffic   Increases in conversions >25% not   Statistical Analysis uncommon   Platform Independent   Discussion groups, tutorials, consultant   Quarterly feature updates network 13 13 Google Confidential and Proprietary
  14. 14. How to access Website Optimiser 1 2 14 Google Confidential and Proprietary
  15. 15. A/B or Multivariate Testing? 15 Google Confidential and Proprietary
  16. 16. A/B: Test whole pages Original Page (A) New Variation (B) New Variation (C) 16 Google Confidential and Proprietary
  17. 17. Multivariate: Test multiple “Sections” of Your Page Test a headline Test an image ? A “section” is any area of your page ? where you’d like to test alternative copy or creative 17 Google Confidential and Proprietary
  18. 18. A/B: How to run a test - Name Your Experiment 18 Google Confidential and Proprietary
  19. 19. A/B: Identify Test Page 19 Google Confidential and Proprietary
  20. 20. A/B: Identify Conversion Page 20 Google Confidential and Proprietary
  21. 21. A/B: Install and validate Javascript tags 21 Google Confidential and Proprietary
  22. 22. A/B: Preview and start experiment 22 Google Confidential and Proprietary
  23. 23. Combinations Tab Combination 57 is performing the best Bars represent relative improvement Original is highlighted here 23 Google Confidential and Proprietary
  24. 24. Case Studies 24 Google Confidential and Proprietary
  25. 25. Picasa Case Study Which converts better? B Page Increased Downloads by 30%! A: Uses “Free”, Picture, Action Oriented B: Cleaner, Button, Value Proposition 25 25 Google Confidential and Proprietary
  26. 26. Gmail Case Study 26 Google Confidential and Proprietary
  27. 27. Gmail Case Study 27 Google Confidential and Proprietary
  28. 28. Homepage Test Example Provided by WiderFunnel Marketing 28 Google Confidential and Proprietary
  29. 29. Page Variations 29 Google Confidential and Proprietary
  30. 30. Landing Page Experiment Results Now they know which home page to use for their new site. 30 Google Confidential and Proprietary
  31. 31. Winning Page – 125% Conversion Lift! 31 Google Confidential and Proprietary
  32. 32. LPO Best Practices •  Test a few things   Rule of thumb is ~100 conversions per page variation •  Test bold things   If you can’t see difference between two combos in 8 seconds, visitors probably won’t either •  Don’t jump to conclusions   Less than 2 weeks is no good 32 Google Confidential and Proprietary
  33. 33. Key Take-Aways 1 Focus your efforts on landing page optimisation 2 Use Website Optimiser to increase conversions 3 Start with A/B, grow with Multivariate 4 Testing is a continuous cycle 33 Google Confidential and Proprietary
  34. 34. Google.com/WebsiteOptimizer FREE Testing Software, Blog, Forum, Case Studies 34 34 Google Confidential and Proprietary
  35. 35. Thank You! Q&A 35 Google Confidential and Proprietary

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