0
Let’s
Make
the
Most
of
Our
15
Mins.
Together




 1   Why Landing Page Testing is Crucial


 2   Stress-free testing with ...
Pre‐Click
vs.
Post‐Click
Op>miza>on



  Pre‐Click
                  Post‐Click

   (SEM,
SEO,
etc.)
          (Landing
Pa...
Tes>ng
can
help
Increase
ROI
and
Decrease
CPA



                      Do
Nothing
          Raise
Spend

        Also
Rais...
How do you decide what people see after they click?


                             HiPPO:
                             “I ...
Website
Op>mizer
makes
Tes>ng
Quick
and
Easy

Test
different
variaGons
of
a
page
to
see
which
is
most
effecGve
at
achieving
...
See
Intui>ve
Reports
of
your
Results





                                        Original is highlighted
                ...
How
to
Test:
Step
1





                Pick
a
Page
to
Test

Some
Pages
Are
Be^er
Than
Others




     High

                                           Landing
Pages

                ...
Your
Top
Landing
Pages
Report
is
a
Good
Star>ng
Point

Don’t
forget
your
Funnel
Visualiza>on
Report




                                        Goodbye!





                   ...
How
to
Test:
Step
2




              Get
some
ideas
on
what
to
test


 • 
Headlines

 • 
Images

 • 
Calls
to
AcGon

 • 
...
How
to
Test:
Step
3





      Go
to
google.com/websiteopGmizer

Click
the
Start
Tes>ng
Bu^on

A/B
Split
Tes>ng

Website
OpGmizer
makes
it
easy
for
you
to
start
tesGng
quickly
with
our
A/B
experiment

creaGon
tool



...
Enter
the
Pages
you
want
to
Test

Copy
and
Paste
Some
Code
Snippets





                                     16
Preview
and
Launch
Your
Experiment

Which
A/B
Version
One?
Here’s
Version
A



                                                                               ...
Here’s
Version
B





                                                                                            • 
Clear...
Test Multiple Page Sections Simultaneously
Multivariate: Test Multiple Sections and
Combinations
Multivariate: Test Multiple Sections and
Combinations




                                       2 different headlines
   ...
Website
Op>mizer
is
how
Google
Op>mizes





                                           23
Mul>variate
Tes>ng
with
YouTube





                                   24
Text
Links
‐
2
versions
of
“Sign
Up”





                    Sign Up

                   SIGN UP

                       ...
Top
Banner
–
3
Different
Banner
Designs





                                          26
Top
Banner
–
Mul>ple
Different
Calls
to
Ac>on




Join
YouTube
Now!

Join
the
YouTube
Community

Create
your
YouTube
Accoun...
Mul>ple
Different
Banners
to
Test





                                    28
Right‐Column
Design
–
4
Different
Designs





                                            29
Right‐Column
Design
–
4
Different
Statements


Want
to
customize
this
homepage?

Don’t
just
watch,
parGcipate

Rate
and
com...
So
which
one
was
the

      winner?



                        31
Winning
Page
Increased
Conversion
by
16%





                                            32
A
Few
Tips

Evolve
Faster
than
your
Compe>>on
with
Tes>ng





Images
courtesy
of
Sean
D’Souza,
Chief
Brain
Auditor
–
PsychotacGcs.com...
Iterate,
Iterate,
Iterate!




                                                                          19% increase
    ...
You’re
not
alone!


 •  Google.com/websiteopGmizer
‐
Best
pracGces
and
case
studies

 •  Consultants
to
help
you
get
start...
Why
Hesitate?





  Start
today
at
www.google.com/websiteopGmizer

  Thank
you!



                                      ...
Upcoming SlideShare
Loading in...5
×

Gamc2010 08 - better landing pages with google website optimiser - jon stona - google

2,176

Published on

This material was presented at the Google Analytics Master Classes in Singapore and Kuala Lumpur on March 9 & 11 respectively. Rajitha Dahanayake's talk demonstrated how eMarketingEye (a GAAC based out of Sri Lanka) used GA data to optimise Raffle Hotels and Resorts' marketing ROI

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,176
On Slideshare
0
From Embeds
0
Number of Embeds
31
Actions
Shares
0
Downloads
89
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Gamc2010 08 - better landing pages with google website optimiser - jon stona - google"

  1. 1. Let’s
Make
the
Most
of
Our
15
Mins.
Together
 1 Why Landing Page Testing is Crucial 2 Stress-free testing with Google 3 Tips and Best Practices
  2. 2. Pre‐Click
vs.
Post‐Click
Op>miza>on
 Pre‐Click
 Post‐Click
 (SEM,
SEO,
etc.)
 (Landing
Page
OpGmizaGon)
 2‐3
minutes,
100%
of
 pixels,
significant
 commitment
 0‐20
seconds,
100%
of
 pixels,
demonstrated
 commitment
 0‐3
seconds;
3%
of
 pixels,
no
commitment

  3. 3. Tes>ng
can
help
Increase
ROI
and
Decrease
CPA
 Do
Nothing
 Raise
Spend

 Also
Raise
Conv.
 by
50%
 Rate
by
50%
 Clicks
 5,000
 7,500
 7,500
 CPC
 $0.10
 $0.10
 $0.10
 Cost
 $500
 $750
 $750
 Conv.
Rate
 2%
 2%
 3%
 Sales
 100
 150
 225
 Increase
in
Cost
 ‐
 50%
 50%
 Sales
Impact
 ‐
 1.5x
 2.25x
 What
other
ways
can
you
increase
sales
by
2.25X
with
only
a
50%
increase
in
ad
spend?

  4. 4. How do you decide what people see after they click? HiPPO: “I went to business school, add these 10 bullets and this 2X2 matrix to the page.” Creative Genius: I went to design school, remove all those bullets and numbers and just leave the YouTube video Your customers: <BACK> 4
  5. 5. Website
Op>mizer
makes
Tes>ng
Quick
and
Easy
 Test
different
variaGons
of
a
page
to
see
which
is
most
effecGve
at
achieving
results

 1/3
visitors
 See
what
varia>on
 14%
Add
to
Cart
 Is
most
effec>ve
 at
geZng
results
 Visitors
arrive

 at
your
site
 1/3
visitors
 8%
Add
to
Cart
 1/3
visitors
 25%
Add
to
Cart
 Winning
 Combo
 You
test
different
varia>ons
of

 a
par>cular
webpage

  6. 6. See
Intui>ve
Reports
of
your
Results
 Original is highlighted here Combinations 5 and 7 are the winners Bars represent relative improvement
  7. 7. How
to
Test:
Step
1
 Pick
a
Page
to
Test

  8. 8. Some
Pages
Are
Be^er
Than
Others

 High
 Landing
Pages
 Previously

 Home
Pages
 Op:mized
Pages
 Step
1
of
Funnels
 Traffic
 Terms
of
Use
Pages
 Final
Steps
of
Funnels
 Contact
Us
Pages
 Ancillary
Detail
Pages
 Low
 Known
Problems
with
Content
 High

  9. 9. Your
Top
Landing
Pages
Report
is
a
Good
Star>ng
Point

  10. 10. Don’t
forget
your
Funnel
Visualiza>on
Report
 Goodbye!
 Goodbye!

  11. 11. How
to
Test:
Step
2
 Get
some
ideas
on
what
to
test
 • 
Headlines
 • 
Images
 • 
Calls
to
AcGon
 • 
Layout
 • 
Forms
 • 
Office
Showdown
 Courtesy
of
www.google.com/websiteopGmizer

  12. 12. How
to
Test:
Step
3
 Go
to
google.com/websiteopGmizer

  13. 13. Click
the
Start
Tes>ng
Bu^on

  14. 14. A/B
Split
Tes>ng
 Website
OpGmizer
makes
it
easy
for
you
to
start
tesGng
quickly
with
our
A/B
experiment
 creaGon
tool
 Ideal
for:
 VS
 ‐
First
Time
Testers
 ‐
Lower
Traffic
Pages
 ‐
High
Traffic
Pages
 Version
A
 Version
B

  15. 15. Enter
the
Pages
you
want
to
Test

  16. 16. Copy
and
Paste
Some
Code
Snippets
 16
  17. 17. Preview
and
Launch
Your
Experiment

  18. 18. Which
A/B
Version
One?
Here’s
Version
A Sponsored
By: ©2010,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.

All
rights
reserved.



  19. 19. Here’s
Version
B
 • 
Clear
Call
to
AcGon
 • 
Shorter
Form
 • 
SGll
Room
for
Further
TesGng
 ©2010,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.

All
rights
reserved.


 ©2009,
WhichTestWon.com
a
division
of
Anne
Holland
Ventures
Inc.

All
rights
reserved.



  20. 20. Test Multiple Page Sections Simultaneously
  21. 21. Multivariate: Test Multiple Sections and Combinations
  22. 22. Multivariate: Test Multiple Sections and Combinations 2 different headlines x 3 different images = 6 possible combinations
  23. 23. Website
Op>mizer
is
how
Google
Op>mizes
 23
  24. 24. Mul>variate
Tes>ng
with
YouTube
 24
  25. 25. Text
Links
‐
2
versions
of
“Sign
Up”
 Sign Up SIGN UP 25
  26. 26. Top
Banner
–
3
Different
Banner
Designs
 26
  27. 27. Top
Banner
–
Mul>ple
Different
Calls
to
Ac>on
 Join
YouTube
Now!
 Join
the
YouTube
Community
 Create
your
YouTube
Account
 Sign
up
for
a
YouTube
Account
 Join
and
ParGcipate
 27
  28. 28. Mul>ple
Different
Banners
to
Test
 28
  29. 29. Right‐Column
Design
–
4
Different
Designs
 29
  30. 30. Right‐Column
Design
–
4
Different
Statements
 Want
to
customize
this
homepage?
 Don’t
just
watch,
parGcipate
 Rate
and
comment
on
videos
 Create
playlists
 Subscribe
to
your
favorite
uploaders
 Upload
your
videos
 Be
seen
around
the
world
 30
  31. 31. So
which
one
was
the
 winner?
 31
  32. 32. Winning
Page
Increased
Conversion
by
16%
 32
  33. 33. A
Few
Tips

  34. 34. Evolve
Faster
than
your
Compe>>on
with
Tes>ng
 Images
courtesy
of
Sean
D’Souza,
Chief
Brain
Auditor
–
PsychotacGcs.com
 34
  35. 35. Iterate,
Iterate,
Iterate!
 19% increase Conversion Rate 13% increase 9% increase 12% increase 64% increase Sales Your current After Testing Sales with out testing conversion rate Time 35
  36. 36. You’re
not
alone!
 •  Google.com/websiteopGmizer
‐
Best
pracGces
and
case
studies
 •  Consultants
to
help
you
get
started
 •  Blog
–
websiteopGmizer.blogspot.com
 •  Website
OpGmizer
User
Forum
 36
  37. 37. Why
Hesitate?
 Start
today
at
www.google.com/websiteopGmizer
 Thank
you!
 37
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×