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

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

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 

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? 

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

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 

See Intui>ve Reports of your Results  Original is highlighted here Combinations 5 and 7 are the winners Bars represent relative improvement

How to Test: Step 1  Pick a Page to Test 

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 

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

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

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 

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  Ideal for:  VS  ‐ First Time Testers  ‐ Lower Traﬃc Pages  ‐ High Traﬃc Pages  Version A  Version B 

Enter the Pages you want to Test 

Copy and Paste Some Code Snippets  16

Preview and Launch Your Experiment 

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.   

Test Multiple Page Sections Simultaneously

Multivariate: Test Multiple Sections and Combinations

Multivariate: Test Multiple Sections and Combinations 2 different headlines x 3 different images = 6 possible combinations

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 25

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 Account  Sign up for a YouTube Account  Join and ParGcipate  27

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 comment on videos  Create playlists  Subscribe to your favorite uploaders  Upload your videos  Be seen around the world  30

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  34

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

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

Why Hesitate?  Start today at www.google.com/websiteopGmizer  Thank you!  37

http://cse-sea.blogspot.com	693
http://cse-sea.blogspot.ch	57
http://cse-sea.blogspot.sg	54
http://cse-sea.blogspot.in	30
http://feeds.feedburner.com	26
http://cse-sea.blogspot.com.es	23
http://www.mpaolini.com	17
http://cse-sea.blogspot.ca	16
http://cse-sea.blogspot.co.uk	13
http://cse-sea.blogspot.com.br	12
http://cse-sea.blogspot.jp	8
http://cse-sea.blogspot.fr	8
http://cse-sea.blogspot.com.au	7
http://cse-sea.blogspot.tw	6
http://cse-sea.blogspot.co.il	6
http://cse-sea.blogspot.de	6
http://translate.googleusercontent.com	5
http://www.slideshare.net	5
http://cse-sea.blogspot.ru	4
http://cse-sea.blogspot.kr	4
http://cse-sea.blogspot.nl	3
http://cse-sea.blogspot.com.ar	3
http://cse-sea.blogspot.it	3
http://cse-sea.blogspot.hk	2
http://cse-sea.blogspot.cz	2
http://cse-sea.blogspot.pt	1
http://cse-sea.blogspot.ie	1
http://theoldreader.com	1
http://cse-sea.blogspot.dk	1
http://cse-sea.blogspot.be	1
http://cse-sea.blogspot.co.at	1
http://cse-sea.blogspot.co.nz	1
http://cse-sea.blogspot.fi	1
http://www.cse-sea.blogspot.in	1
http://cse-sea.blogspot.se	1
http://cse-sea.blogspot.mx	1

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

by Vinoaj Vijeyakumaar

Accessibility

Categories

Upload Details

Usage Rights

36 Embeds 1,024

Statistics

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