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Google Optimize for testing and personalization

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Google Optimize for testing and personalization

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More information here » https://www.owox.com/c/1g4
Understanding your customers is not a straightforward task. It may require a great deal of time and resources to discover which website experience drives better engagement and better conversion rate. Not all changes lead to better results, and you might have to ask developers to implement the hypotheses on your website. Google Optimize is a new testing and personalization solution designed by Google to help you build optimal website experiences considering your specific audiences. It’s integrated with Google Analytics and other Google products, so you can test your hypotheses using the existing data and the familiar metrics. And you won’t have to involve developers.
✔Why, and how to personalize websites;
✔How to start using Google Optimize;
✔How to set up an experiment in Google Optimize;
✔What types of experiments are available in Google Optimize;
✔How to create test variants using the visual editor, without developers;
✔How to manage experiments and determine the winning options;
✔What’s the difference between Google Optimize and Google Optimize 360.

The webinar will be useful to:
Analysts, marketing specialists, project managers, and to anyone looking for a helpful tool to test ideas for improving the websites.

More information here » https://www.owox.com/c/1g4
Understanding your customers is not a straightforward task. It may require a great deal of time and resources to discover which website experience drives better engagement and better conversion rate. Not all changes lead to better results, and you might have to ask developers to implement the hypotheses on your website. Google Optimize is a new testing and personalization solution designed by Google to help you build optimal website experiences considering your specific audiences. It’s integrated with Google Analytics and other Google products, so you can test your hypotheses using the existing data and the familiar metrics. And you won’t have to involve developers.
✔Why, and how to personalize websites;
✔How to start using Google Optimize;
✔How to set up an experiment in Google Optimize;
✔What types of experiments are available in Google Optimize;
✔How to create test variants using the visual editor, without developers;
✔How to manage experiments and determine the winning options;
✔What’s the difference between Google Optimize and Google Optimize 360.

The webinar will be useful to:
Analysts, marketing specialists, project managers, and to anyone looking for a helpful tool to test ideas for improving the websites.

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Google Optimize for testing and personalization

  1. 1. Get a webinar record: https://www.owox.com/c/1vm
  2. 2. 1. Implement Google Analytics for ecommerce projects More than 2,000,000 transactions are generated weekly 2. Develop unique online services based on Google BigQuery Trusted by 6000+ projects and works 100% in Google Cloud Platform 3. We are not an agency and do not sell ads Our main goal is to help our clients make right decisions on time 4. Recognized competence
  3. 3. ● Experience vs. Testing ● Optimize functionality ● How to set up ● Demo ● Free vs. Paid ● Case study ● Pros and cons Agenda
  4. 4. Experience vs. testing
  5. 5. It’s not always easy to understand a customer....
  6. 6. It’s not always easy... possible to understand a customer
  7. 7. Web-analytics services allow to collect and combine data about your customers
  8. 8. Understanding customers better and still not using personalization
  9. 9. Data driven or expert opinion?
  10. 10. It’s not as obvious as it looks like
  11. 11. Google Optimize for testing and personalization
  12. 12. Optimize 360 is a part of Google Analytics 360 Suite Tag Manager 360 - Data Collection Data Studio 360 Data Analysis and Visualization Analytics 360 Customer Insights Attribution 360 Marketing Measurement Optimize 360 Site Testing and Personalization Audience Center 360 Audience Management
  13. 13. © Google Inc. 2016. All rights reserved. Solving for three optimize challenges DATA CONSISTENCY Use Google Analytics metrics to measure experiment success. Google Analytics audiences can be used to personalize website experiences. PERSONALIZATION DEEP INTEGRATIONS Integrations with BigQuery & Google Analytics for enhanced reporting. 1 2 3
  14. 14. © Google Inc. 2016. All rights reserved. Optimize 360: How it works Target your experiment to Analytics 360 audiences or other factors e.g. URL parameters
  15. 15. Test types A/B/N Testing Comparing two or more versions of a webpage to see which performs best Multivariate Testing Test multiple combinations of elements on individual pages for granular improvement Redirect Tests Test big changes such redesigned landing pages by deploying to separate URLs
  16. 16. Visual editor To set up experiments without developers ● Decrease the setup time ● Intuitive, simple interface ● Editing text, images, styles, blocks ● HTML and Javascript for more complicated cases
  17. 17. Setting up personalization Reach users based on any action Target users based on where they’ve come from, what they’re doing, and who they are 2 Use the audiences you already understand Easily use the Analytics 360 audiences that you’ve already spent time to discover 1 Always understand the impact Truly know how effective personalized experiences are for your business 3
  18. 18. How to determine a winner Bayesian statistical analysis Advanced computational modelling that gives you more accurate results and truly answers your business questions
  19. 19. How to set up Google Optimize?
  20. 20. How to set up Google Optimize? Create Google Optimize account Usually, it’s one account per one business entity. You can create several Optimize accounts using one account. Create a container in your Optimize account You connect Optimise to Google Analytics on the container level. Usually, it’s one container per one web-property Install Optimize Add-on for Chrome To use Optimize visual editor you should have the Chrome browser (version 45 and up) and Google Optimize add-on.
  21. 21. Implementing Optimize via GTM
  22. 22. Don’t forget to update GTM code Implement the first part of the code as close as possible to the <head> tag opening:1 <!-- Google Tag Manager --> <script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= 'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-XXXX');</script> <!-- End Google Tag Manager --> Implement the second part of the code right after <body> tag opening:2 <!-- Google Tag Manager (noscript) --> <noscript><iframe src="https://www.googletagmanager.com/ns.html?id=GTM-XXXX" height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript> <!-- End Google Tag Manager (noscript) --> Declare the Data Layer variable befor GTM container3
  23. 23. If you don’t use Google Tag Manager You should add just one row in your Google Analytics tracking code: <!-- Google Analytics --> <script> (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','https://www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-XXXXX-Y', 'auto'); ga('require', 'GTM-XXXXXX'); ga('send', 'pageview'); </script> <!-- End Google Analytics -->
  24. 24. Implementing page hiding (optional) Implement this code at each page right after the <meta charset> tag: <!-- Page hiding snippet (recommended) --> <style>.async-hide { opacity: 0 !important} </style> <script> (function(a,s,y,n,c,h,i,d,e){s.className+=' '+y; h.end=i=function(){s.className=s.className.replace(RegExp(' ?'+y),'')}; (a[n]=a[n]||[]).hide=h;setTimeout(function(){i();h.end=null},c); })(window,document.documentElement,'async-hide','dataLayer',2000,{'GTM-XXXXXX':true}); </script> <!-- Page hiding snippet (recommended) --> * Insert your Optimize container ID or Google Tag Manager container ID (if you are using GTM to implement Optimize) intead of GTM-XXXXXX.
  25. 25. DEMO
  26. 26. Google Optimize Demo
  27. 27. Free vs. Paid
  28. 28. Google Optimize Google Optimize 360 A/B testing √ √ Multivariate testing Limited number of combinations Unlimited Redirect testing √ √ Integration with Google Analytics √ √ Segments from Google Analytics N/A √ Number of active experiments 3 Unlimited Number of goals in the experiment 3 Unlimited, you can add goals during the experiment. Support Reference, forum, community Enterprise-level support and SLA Price Free Paid, depends on the number of hits in the WP Usage Small projects with a limited number of hypothesis Large projects that constantly work on site improvements and conduct targeted tests simultaneously
  29. 29. CASE STUDY
  30. 30. Goals Business objective To increase customer engagement and conversion rate through changing the website Analytical objective To determine the best design and layout option, increase the number of microconversions, decrease the bounce rate and optimize other relevant KPIs.
  31. 31. ● Changing Request Demo button Experiments
  32. 32. ● Adaptive version Experiments
  33. 33. ● New OWOX BI product page Experiments
  34. 34. Results ● 100% of test were on time ● 50% of test didn’t require any developer’s time ● Time needed to implement and run the test decreased from several days to several hours.
  35. 35. Cons 1. Can’t be used to test mobile apps 2. No test schedule options Pros 1. Integration with Google Analytics & GTM for targeting and analysis 2. Large number of parameters for personalization (GA, Datalayer) 3. Intuitive interface 4. Free version 5. Almost doesn’t influence page load time Pros and Cons Google Optimize
  36. 36. https://optimize.google.com/optimize/signup/
  37. 37. Questions? bi@owox.com www.owox.com

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