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Conversion and Landing Page Optimization -- Pubcon South 2011
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Conversion and Landing Page Optimization -- Pubcon South 2011

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Janet Driscoll Miller reviews the basics of Google Website Optimizer and discusses how to use GWO with Facebook iFrame tab pages.

Janet Driscoll Miller reviews the basics of Google Website Optimizer and discusses how to use GWO with Facebook iFrame tab pages.

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  • 1. Conversion and landing page optimization
    Pubcon south
    March 9, 2011
  • 2. Using google website optimizer (gwo)
  • 3. How to use gwo
    MarketingProfs Take 10 Video Tutorialhttp://www.marketingprofs.com/marketing/online-seminars/359
  • 4. Things to test
    Form on every page
    Button colors
    Page layout
    Titles
    Copy
    Images
    Video
  • 5. Example of gwo testing
  • 6. Example of gwo report
  • 7. Facebook and gwo
  • 8.
  • 9. Why iframes matter
    Ad respondents in Facebook tend to convert better within Facebook
    Puts control back in the hands of the marketer
    Use dynamic programming languages (PHP, ASP.net, etc.)
    Track pages via Google Analytics
    Run Google Website Optimizer experiments inside of the iFrame
    Track your own conversions
  • 10.
  • 11. How to set up facebooklanding page tests with gwo
    Create the page that will be the “canvas” of the iFrame page.
    Be sure to add Google Analytics tracking to the page!
    Set up goals in Google Analytics.
    Create your Facebook iFrametab. (http://blog.search-mojo.com/2011/02/14/how-to-create-an-iframe-based-facebook-tab-page/)
    Start a GWO experiment and edit your canvas page with the GWO code.
  • 12. Facebook Gwo example
  • 13. Going beyond gwo
  • 14. Gwo: only half of the story
    Google Website Optimizer currently does not evaluate winners v. losers based on revenue
    Only based on conversions
    Each conversion has a different value in ecommerce
  • 15. Create a custom googleanaltyics report
    Create new custom report.
    Metric: RevenueDimensions: Landing Page
  • 16. Points to Remember…
    To use this method coupled with GWO for autoserving of variations:
    Use GWO with A|B, not multivariate
    Need different URLs to track in Analytics
    Same can be done with goals
  • 17. Contact
    Janet Driscoll Miller
    jmiller@search-mojo.com
    800-939-5938 x101
    LinkedIn: www.linkedin.com/in/janetdriscollmiller
    Twitter: @janetdmiller
    Facebook: www.facebook.com/SearchMojo
    Quora: janetdmiller

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