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Adam Howitt, Using Google Tools to Optimize Content for Business Results
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Adam Howitt, Using Google Tools to Optimize Content for Business Results


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  • 1. Google Technology for Better Content By Adam Howitt content design & access tools & technologies content development & management
  • 2. Overview Build a site around a goal Measure the results Tweak your content Understand conversions Drive more traffic to your site
  • 3. Pick a Goal Event Registrations – sign up Leads – register Sales – buy something Readership – subscribe Be more specific – Don’t just buy something, buy this • Most profitable or • Underdeveloped
  • 4. Build a Site Quickly – launch fast and learn fast 80% perfect Goal driven content Omit anything not driving the goal Your site can always improve
  • 5. Garden Metaphor Start barren Plant seeds Constant care Things die Things get moved Things just don’t work
  • 6. Main Street Store Goal 1 – Get them inside – Catchy Window Goal 2 – Get them to buy something specific – Avoid Distractions – Shelf placement and signage Goal 3 – Get them to buy more items – Carefully position related items Goal 4 – Get them to come back – Coupons, mailing list
  • 7. Website Equivalent Goal 1 – Get them inside – Landing pages in Google – Should communicate end goal Goal 2 – Get them to buy something specific – Easy next step for the goal • Prominent • Eye catching Online is • Scannable • Desirable Like Offline Goal 3 – Get them to buy more items – Give them a next step after the goal • Turn thank you into please continue Goal 4 – Get them to come back – Get them to subscribe • Coupons, mailing list, fresh content
  • 8. Measure your Goal – Google Analytics Demo of Google Analytics Demo of Page Views Demo of E-commerce Demo of Drilldown Demo of Funnels
  • 9. Google Analytics Dashboard
  • 10. Top Content
  • 11. Ecommerce Overview
  • 12. Funnels
  • 13. Measure Your Goal Funnels Predict the path to the goal Make predictions and quantify Compare goal paths vs. actual Look for patterns Look for peaks Drilldown – understand your peaks
  • 14. Tweak Establish your baseline Create a target zone Brainstorm ways to convert lows to highs Think about product manufacturers – Produce several variants – Run focus groups – Review feedback and numbers – Optionally refine – Launch
  • 15. What if you could… Produce candidate copy Run focus groups with some of your traffic Review the results Identify the best candidate Launch the winner
  • 16. Google Website Optimizer Design your experiment Set a goal How much traffic to test Prepare candidate copy Identify a winner
  • 17. How Optimizer Works X % of your traffic see the experiment Measures conversions of each combo – How many impressions – How many conversions – Conversions deviation Initially distributes combos evenly As leaders emerge traffic is weighted Google declares a winner Original copy can sometimes win!
  • 18. Create an Experiment
  • 19. Create experiment
  • 20. Add Code to Pages
  • 21. Is it there yet?
  • 22. Create Variations
  • 23. Review Settings and Launch
  • 24. Experiment Results
  • 25. Testing Notes Test one thing at a time A/B testing minimizes external influences – Publicity, campaigns, seasons Only A/B testers count to experiment result
  • 26. Refine Make the change Monitor the results Did you reach your target? – Yes – Set a new one and design a new experiment – No – Create a new experiment OR new candidates
  • 27. Review your Handout Pick a page on your website Think about the content What would you like to change? Does anyone have an example we can review together?
  • 28. What to Test? Images – demographic, color balance Text – tone, audience, pace, length, emphasis Colors (text, buttons, backgrounds) Position of page elements Navigation Fonts – spacing, flow, words per line Promotions Pricing Limiting distractions
  • 29. So you Understand Conversions Establish a value for your goal – Use profit after costs e.g. $100 Calculate visitors per conversion – 10% conversion rate = 10 visitors If I spend $100 for 10 visitors I break even – Less than $100 for 10 I make money – Max cost per visitor should be $10
  • 30. Google AdWords Sign up for free Run your campaign Choose your max pay per Monitor conversions click Run candidate ads Set a daily budget Refine market Design an ad Refine ads Pick a market Refine price per click – Keywords – Sites – Geo-location
  • 31. Summary Build a site around a goal Measure the results Tweak your content Understand conversions Now it is time to drive more traffic to your site
  • 32. References Google Analytics, Mary E. Tyler & Jerri Ledford – ISBN: 0470053852 Google Analytics – Google Adwords and Optimizer – WalkJogRun running site –