Making your website work
3 Dec 2009




Adrian Blair

Head of eCommerce Partnerships, EMEA



                            ...
Agenda…



 1   Best practice




 2   3 tips



 3   Skills required



 4   Help!




                       Google Conf...
Massive room for improvement in the private sector. Is the
same true in the public sector?




                           ...
What Do They Have in Common?




                    1   Most successful politician?




                    2   Most succ...
They all use a framework that looks something like this…
                                                                 ...
…and follow a process like this

            • What is your site trying to achieve? How
 Goals +
 Metrics
              yo...
Example goals + metrics for Camden


Goals:                             Metrics:

• To make official information     • % o...
BarackObama.com splash page




                                                      Media




                          ...
24 combinations tested….


 Button:                   Media:
 1. Sign Up                1. Get Involved Image
 2. Learn Mo...
Experiment results




                     Google Confidential and Proprietary
The winning page




                      $500m
                   raised online




                                   G...
Google - 2008 vs. 2009




                         Google Confidential and Proprietary
Agenda…



 1   Best practice




 2   3 tips



 3   Skills required



 4   Help!




                       Google Conf...
Tip 1: Give me the right results when I search



                                                     boys socks

       ...
Tip 2: Give me the product details I need

          Before




           After




                                     ...
Tip 3: Make it easy for the user to take action


          Before
                                                       ...
But no shortcuts to results like these

            • What is your site trying to achieve? How
 Goals +
 Metrics
         ...
Agenda…



 1   Best practice




 2   3 tips



 3   Skills required



 4   Help!




                       Google Conf...
The 10/90 Rule

                 Software
                            Software




                        Brains!

      ...
Skills required




                              Analytics


                                          Multivariate
     ...
Agenda…



 1   Best practice




 2   3 tips



 3   Skills required



 4   Help!




                       yrateirporP...
Google Resources

        1: Google Conversion Site - Information on Google’s approach to conversion
        www.google.co...
Google accreditations – company and individual

                           Company Level                     Individual Le...
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Making your website work

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Presentation by Adrian Blair, Head of eCommerce Partnerships, Google UK at Socitm Website Take-Up Service event, Birmingham 3 Dec 2009

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Making your website work

  1. 1. Making your website work 3 Dec 2009 Adrian Blair Head of eCommerce Partnerships, EMEA Google Confidential and Proprietary 1
  2. 2. Agenda… 1 Best practice 2 3 tips 3 Skills required 4 Help! Google Confidential and Proprietary
  3. 3. Massive room for improvement in the private sector. Is the same true in the public sector? 17.2% ? 4.2% ** Your Client Average UK Retail * Amazon * Coremetrics UK Retail report, March 2009 ** Nielsen Online / Marketing Charts 3 Google Confidential and Proprietary
  4. 4. What Do They Have in Common? 1 Most successful politician? 2 Most successful search engine? 3 Most successful online retailer? Google Confidential and Proprietary
  5. 5. They all use a framework that looks something like this… Tried & tested Google Confidential and Proprietary 5
  6. 6. …and follow a process like this • What is your site trying to achieve? How Goals + Metrics you will measure it? • Use analytics to identify and prioritise Identify problems • Decide what the problem might be Diagnose • Develop a testable hypothesis • Brainstorm possible solutions Test • Begin testing Google Confidential and Proprietary 6
  7. 7. Example goals + metrics for Camden Goals: Metrics: • To make official information • % of visitors who find information they about Camden easy to find need • To perform tasks like renewing • Completion rate for key tasks parking permits online • % of visitors satisfied with their experience • Time taken to find key information Google Confidential and Proprietary
  8. 8. BarackObama.com splash page Media Button Google Confidential and Proprietary
  9. 9. 24 combinations tested…. Button: Media: 1. Sign Up 1. Get Involved Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack’s Video 5. Springfield Video 6. Sam’s Video Google Confidential and Proprietary
  10. 10. Experiment results Google Confidential and Proprietary
  11. 11. The winning page $500m raised online Google Confidential and Proprietary
  12. 12. Google - 2008 vs. 2009 Google Confidential and Proprietary
  13. 13. Agenda… 1 Best practice 2 3 tips 3 Skills required 4 Help! Google Confidential and Proprietary
  14. 14. Tip 1: Give me the right results when I search boys socks Before After 20% reduction in bounce rate 7% increase in conversion rate TOP Check quality of results Allow customers to sort results TIPS Make site search visible Lay out search results clearly Google Confidential and Proprietary
  15. 15. Tip 2: Give me the product details I need Before After 5% increase in conversion rate* TOP Summarise key product details TIPS Make your call-to-action button Provide clear images visible * Site testing originally conducted in German Google Confidential and Proprietary
  16. 16. Tip 3: Make it easy for the user to take action Before After 40% increase in quote submissions TOP Don't ask for unnecessary details Expedite the process TIPS Show transparent steps Avoid distractions Google Confidential and Proprietary
  17. 17. But no shortcuts to results like these • What is your site trying to achieve? How Goals + Metrics you will measure it? • Use analytics to identify and prioritise Identify problems • Decide what the problem might be Diagnose • Develop a testable hypothesis • Brainstorm possible solutions Test • Begin testing Google Confidential and Proprietary 17
  18. 18. Agenda… 1 Best practice 2 3 tips 3 Skills required 4 Help! Google Confidential and Proprietary
  19. 19. The 10/90 Rule Software Software Brains! Google Confidential and Proprietary 19
  20. 20. Skills required Analytics Multivariate Usability & A/B Testing Web Development yrateirporP 0na laitnedifnoC elgooG d2
  21. 21. Agenda… 1 Best practice 2 3 tips 3 Skills required 4 Help! yrateirporP dna laitnedifnoC elgooG
  22. 22. Google Resources 1: Google Conversion Site - Information on Google’s approach to conversion www.google.co.uk/conversions 2: Conversion University – Online training www.google.com/support/ConversionUniversity 3: Seminars for success – advanced in-person Google Analytics training http://services.google.com/ads_inquiry/awseminars 1 Source: Google Confidential and Proprietary 22 Accenture
  23. 23. Google accreditations – company and individual Company Level Individual Level Accreditations Qualifications / Training Google Advertising Google Advertising AdWords GAP Professionals GAP Professionals Qualified Company Qualified Individual Google Analytics Google Analytics Google Authorised Consultant Individual Qualification GAAC GAIQ Analytics Advanced technical Online learning & support for GA certification Website Optimizer Google Authorized Consultants No qualification Website WOAC Advanced technical Free webinar training Optimizer support for GWO Google Conversion Professionals Conversion No qualification GCP Accredited consultancy to Optimisation Free webinar training support online conversion optimisation projects Google Confidential and Proprietary
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