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Google Experiments in 5 Easy Steps (using Joomla)

How to create Google Analytics Content Experiments in five easy steps! Presented to Chicago Joomla Users Group in January, 2013

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Google Analytics
                      Content Experiments
                        (for Joomla CMS)
                        in Five Easy Steps

                              Joomla Chicago Users Group
                                   January 9, 2013

                                      Presented by
                                       Avery Cohen
                                      Nick Martinelli




©2012, Metrist Partners – may not be used without permission
Why Google Content Experiments?
                          1. Everybody likes a
                             winner
                          2. Helps your customer
                             become the winner
                          3. Your website will make
                             more money
                          4. And that makes you a
                             winner
                          5. It’s easy


               Don’t take my word for it; check out
                   http://whichtestwon.com/
Google Content Experiments in
           Five easy Steps
1. Set a Goal & establish it in Google Analytics
2. Create two versions of the page you want to
   test – and don’t stop at two!
3. Create the experiment in Google Analytics
4. Add experiment JavaScript to the Original Page
   – thank you CMS!
5. Monitor the test results - and keep improving!
Step

            1      Set a Goal
Program goals:
• Lower bounce rate
  by 20%
• Double new member
  registration rate
• Increase sales by
  $1,000/day
A/B test goal:
                                Can we
• Reach the purchase
                           make a better
  “thank you” page
                           first impression
                               than this?
Step

1      Create the Goal in Google Analytics
Step

1      Create a Goal in Google Analytics

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Google Experiments in 5 Easy Steps (using Joomla)

  • 1. Google Analytics Content Experiments (for Joomla CMS) in Five Easy Steps Joomla Chicago Users Group January 9, 2013 Presented by Avery Cohen Nick Martinelli ©2012, Metrist Partners – may not be used without permission
  • 2. Why Google Content Experiments? 1. Everybody likes a winner 2. Helps your customer become the winner 3. Your website will make more money 4. And that makes you a winner 5. It’s easy Don’t take my word for it; check out http://whichtestwon.com/
  • 3. Google Content Experiments in Five easy Steps 1. Set a Goal & establish it in Google Analytics 2. Create two versions of the page you want to test – and don’t stop at two! 3. Create the experiment in Google Analytics 4. Add experiment JavaScript to the Original Page – thank you CMS! 5. Monitor the test results - and keep improving!
  • 4. Step 1 Set a Goal Program goals: • Lower bounce rate by 20% • Double new member registration rate • Increase sales by $1,000/day A/B test goal: Can we • Reach the purchase make a better “thank you” page first impression than this?
  • 5. Step 1 Create the Goal in Google Analytics
  • 6. Step 1 Create a Goal in Google Analytics
  • 7. Step 2 Create Alternative Page for “A/B” Test Make a difference • Tone of the page • Page layout • Information: – unique value propositions – Offers or enticements Can we • Calls to action make a better first impression than this?
  • 8. Step 3 Create an Experiment Google Analytics Content Experiment
  • 9. Step 3 Create an Experiment • Google Analytics Content Experiment
  • 13. Step 4 Add Code to Original Page
  • 14. Step 4 Joomla Plug-In for Google Experiments (formerly Google Website Optimizer) 2. Add Google 1. Chose Options Experiment Code www.basewind.com/extensions/optimizer - free version supports one experiment.
  • 15. Set up the Joomla Plug-In for Google Experiments 3. Create Tag Label {Google Experiment|
  • 16. Add Plug-In Tag to Original Page Create a new module to contain plug-in code to load experiment. – next to the module title Type in the tag label into the module body {GoogleExperiment} – in the module body where the plugin syntax is typed in. That’s all that goes in the module
  • 17. View Page Source to Confirm Code Google Analytics Content Experiment code is the first thing in the <head> section! And it ONLY appears on the Original (“A”) Version of the page being tested!
  • 18. Verify the Experiment in Google Analytics
  • 19. Step 5 Your Experiment is Running
  • 20. Step 5 Monitor and Keep Testing!
  • 21. Thank you. Avery J. Cohen Nick Martinelli Metrist Partners Joomla Rockers Chicago, Illinois averycohen@metrist.com nick@joomlarockers.com @averycohen @shreddemon www.metristpartners.com www.joomlarockers.com 312-772-5945