In this session, you'll get a chance to see how to use things such as Google Analytics, Google Website Optimiser, Google Webmaster Tools and more to control and optimise your online presence.
4. Providing Answers to Difficult Questions Am I creating effective content? How do I improve site interaction? How can I make my marketing campaigns more effective & accountable? How are users engaging with my site? Google Analytics: Free, Quick to Install, Easy to Use Where and why are visitors abandoning my shopping cart?
17. Convert Visitors to Customers Eliminate bottlenecks in your conversion process Your visitors Shopping Cart Checkout Thank You Page Your Customers Pinpoint where you lose visitors and duplicate successful paths Product Information 1 2 3 4
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19. Navigation Analyze how traffic moves through your site from entrance through goal completion
21. Analyze All Marketing Campaigns Determine which marketing initiatives are driving the best traffic to your site Banner Advertising Search Marketing Email Marketing SEO, Referrals, Affiliate Programs & Offline
34. Tools for Each Step in the Marketing Process Traffic from variety of marketing campaigns Test Website Optimizer Measure Drive Track visitor behavior on your own site & assess campaign effectiveness Test different creative to improve on-site conversions Monitor macro-level trends 1 2 3 Fisher Price toys
37. Website Optimizer Product Overview WHY WHAT WHEN HOW Google’s Website Optimizer is a free testing tool which helps website owners test what combination of site content drives the most conversions Website Optimizer is designed to help online marketers convert more visitors into customers Website Optimizer is currently available to all users, either through the AdWords interface or via the standalone version Either log in to your Google AdWords account, or access the standalone version at: www.google.com/websiteoptimizer
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39. Just look at the bottom line People who arrive on your site = 10,000 People who do not bounce (60%) = 6,000 People who convert (2%) = 120 Value of sale to you = $ 57 Total Return = $6,840 Before Free Site Testing After Free Site Testing People who arrive on your site = 10,000 People who do not bounce (65%) = 6,500 People who convert (3%) = 195 Value of sale to you = $ 57 Total Return = $11,115 Evolve faster than your competition by testing Remember, it’s easier to double profits by doubling conversion rates than by trying to double traffic – Website Optimiser is designed with this in mind
40. Website Optimization: How it works? Test variations of the same page Customers Visit your Website 1/3 visitors 1/3 visitors 1/3 visitors 14% Make Purchase 20% Make Purchase 2% Make Purchase Customers Convert Original Combo 1 Combo 2 Winning Combo
41. This Is What You’ve Told Us I know the problem areas of my website but I don't know what to do about them. I have a low conversion rate but don’t know how to improve it I want to test out different marketing messages but I don’t know how I want to improve my website but the only solutions available are expensive 3rd party products or consulting services I don’t know which page design will work the best
44. A/B: Test whole pages Original Page (A) New Variation (B) New Variation (C)
45. 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
59. Case Study: 3 areas of focus + 4 simple hypothesis … Hypothesis #1: It is always better to describe user benefits than product features Hypothesis #2: Links receive more clicks than buttons Hypothesis #3: “ Free” offers are more desirable than “trial” offers Hypothesis #4: If you have an attractive product, flaunt it
60. Case Study: Three simple experiments OR? OR? OR? Find, organize and share your photos. Original (A) The easy way to share and manage your photos. No Picture New (B)
61. Case Study: Assumptions were wrong Hypothesis #1: It is always better to describe user benefits than product features Hypothesis #2: Links receive more clicks than buttons Hypothesis #3: “ Free” offers are more desirable than “trial” offers Hypothesis #4: If you have an attractive product, flaunt it
62. Case Study: Simple test increased downloads by 30% New Picasa download page New page increased conversions by 30%
63. External Case Study Example provided by Conversionworks.co.uk Larger, More Fields, Below the Fold Page B Page B Increased quotes by 40%! Which Page Converts Better? Smaller, Call to Action, Above the Fold, Less Fields Page A
64. External Case Study Example Provided by LunaMetrics Customer decided to test new changes to the existing homepage Existing Homepage
65. External Case Study Example Provided by LunaMetrics The new so called “improvements” cut sales by half All new site content should be tested to ensure the new changes do not negatively effect the conversion rate Added new sidebar Added new service offering
68. Online trends Every day 100 million videos are served online Source: Comscore Around 60 billion email messages are sent daily Source: Deutsche Telekom Every month hundreds of millions of people search on Google Source: Comscore 10-25% of the web is new every time Google indexes it! Source: Google
69. How Search Works Fundamentals of Crawling, Indexing, and Ranking
70. Life of a Query Before the Search… www Build index Crawl web Calculate PageRank
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74. Life of a Query During the Search… www Scan index Submit query Route Fan out Select documents Rank results Present results www
91. Webmaster Guidelines: Test and Measure EVERYTHING Track all sources of traffic – not just Google Adwords All search engines (both paid and natural) are supported As well as referring sites, directories, etc.
110. Google Webmaster Tools A free and easy way to improve your site’s visibility in Google search results Available in 22 languages
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132. Keep Google informed of all your pages 1 2 Increase coverage of your pages in the Google index WWW Web crawl Sitemaps enhances the web crawl Google.com Help improve the visibility of your pages on Google Sitemaps: how they work Your Site
136. Add a Sitemap in 3 steps Step 1: Create a Sitemap with the Sitemap Generator Step 2: Upload the Sitemap file to your website Step 3: Add the Sitemap URL to your account For accounts with multiple websites: You can include URLs from verified websites in a single Sitemap