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Google Technology
                          for Better Content
                              By Adam Howitt


content desi...
Overview


Build a site around a goal

Measure the results

Tweak your content

Understand conversions

Drive more traffic...
Pick a Goal


Event Registrations – sign up

Leads – register

Sales – buy something

Readership – subscribe

Be more spec...
Build a Site


Quickly – launch fast and learn fast

80% perfect

Goal driven content

Omit anything not driving the goal
...
Garden Metaphor


Start barren

Plant seeds

Constant care

Things die

Things get moved

Things just don’t work
Main Street Store


Goal 1 – Get them inside
– Catchy Window

Goal 2 – Get them to buy something specific
– Avoid Distract...
Website Equivalent

Goal 1 – Get them inside
 – Landing pages in Google
 – Should communicate end goal
Goal 2 – Get them t...
Measure your Goal – Google Analytics


Demo of Google Analytics

Demo of Page Views

Demo of E-commerce

Demo of Drilldown...
Google Analytics Dashboard
Top Content
Ecommerce Overview
Funnels
Measure Your Goal


Funnels

Predict the path to the goal

Make predictions and quantify

Compare goal paths vs. actual

L...
Tweak


Establish your baseline
Create a target zone
Brainstorm ways to convert lows to highs
Think about product manufact...
What if you could…


Produce candidate copy

Run focus groups with some of your traffic

Review the results

Identify the ...
Google Website Optimizer


Design your experiment

Set a goal

How much traffic to test

Prepare candidate copy

Identify ...
How Optimizer Works


X % of your traffic see the experiment

Measures conversions of each combo
– How many impressions
– ...
Create an Experiment
Create experiment
Add Code to Pages
Is it there yet?
Create Variations
Review Settings and Launch
Experiment Results
Testing Notes


Test one thing at a time
A/B testing minimizes external influences
– Publicity, campaigns, seasons
Only A/...
Refine


Make the change

Monitor the results

Did you reach your target?
– Yes – Set a new one and design a new experimen...
Review your Handout


Pick a page on your website

Think about the content

What would you like to change?

Does anyone ha...
What to Test?


Images – demographic, color balance

Text – tone, audience, pace, length, emphasis

Colors (text, buttons,...
So you Understand Conversions


Establish a value for your goal
– Use profit after costs e.g. $100

Calculate visitors per...
Google AdWords


Sign up for free          Run your campaign
Choose your max pay per   Monitor conversions
click
         ...
Summary


Build a site around a goal

Measure the results

Tweak your content

Understand conversions

Now it is time to d...
References


Google Analytics, Mary E. Tyler & Jerri Ledford
– ISBN: 0470053852

Google Analytics
– http://analytics.googl...
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Adam Howitt, Using Google Tools to Optimize Content for Business Results

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

  1. 1. Google Technology for Better Content By Adam Howitt content design & access tools & technologies content development & management
  2. 2. Overview Build a site around a goal Measure the results Tweak your content Understand conversions Drive more traffic to your site
  3. 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. 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. 5. Garden Metaphor Start barren Plant seeds Constant care Things die Things get moved Things just don’t work
  6. 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. 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. 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. 9. Google Analytics Dashboard
  10. 10. Top Content
  11. 11. Ecommerce Overview
  12. 12. Funnels
  13. 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. 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. 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. 16. Google Website Optimizer Design your experiment Set a goal How much traffic to test Prepare candidate copy Identify a winner
  17. 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. 18. Create an Experiment
  19. 19. Create experiment
  20. 20. Add Code to Pages
  21. 21. Is it there yet?
  22. 22. Create Variations
  23. 23. Review Settings and Launch
  24. 24. Experiment Results
  25. 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. 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. 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. 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. 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. 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. 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. 32. References Google Analytics, Mary E. Tyler & Jerri Ledford – ISBN: 0470053852 Google Analytics – http://analytics.google.com Google Adwords and Optimizer – http://adwords.google.com WalkJogRun running site – http://www.walkjogrun.net
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