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Eric Skuncke
  Google




               Google Confidential and Proprietary   1
Utvärdera samtliga aktiviteter & kampanjer online

                         Sökordsmarknadsföring




 Banners


                                                                 Nyhetsbrev




                     Avgör vilka aktiviteter
                     som driver den bästa
                     trafiken till hemsidan




                          Sökmotoroptimering




                                                 Google Confidential and Proprietary
Bra Nyckeltal

• Bounce Rate

• Conversion Rate

• ROI – The Bottom Line




                          Google Confidential and Proprietary   3
Förbättra konverteringsgraden


 Entering the funnel                  Leaving the funnel




                       Defined goal

                                         Google Confidential and Proprietary   4
Fråga era besökare




                     Google Confidential and Proprietary   5
Testa – Förbättra – Testa - Förbättra




                                                3 images
             Luxury Rose Bouquet
                                                      X
                                               4 headlines
                                                      X
                                        2 “add to basket” buttons
                                                      =
                                        24 different possible pages




                                                                                         6
                                                   Google Confidential and Proprietary
Combination 57 is performing
                                        the best




Original is highlighted here




                                                     Google Confidential and Proprietary   7
Google Confidential and Proprietary   8
Find, organize and share your   OR?
                                      The easy way to share and
          photos.                       manage your photos.




                                OR?




                                OR?         No Picture


                                               Google Confidential and Proprietary   9
Version A




            Google Confidential and Proprietary   10
Version B




            Google Confidential and Proprietary   11
Version A increased downloads by 30%
                    New Picasa download page




            New page increased conversions by 30%




                                               Google Confidential and Proprietary   12
Skapa Egna Alarm




                                                         13
                   Google Confidential and Proprietary
Annotations




              Google Confidential and Proprietary   14

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Google Analytics IAB Sverige 20091216

  • 1. Eric Skuncke Google Google Confidential and Proprietary 1
  • 2. Utvärdera samtliga aktiviteter & kampanjer online Sökordsmarknadsföring Banners Nyhetsbrev Avgör vilka aktiviteter som driver den bästa trafiken till hemsidan Sökmotoroptimering Google Confidential and Proprietary
  • 3. Bra Nyckeltal • Bounce Rate • Conversion Rate • ROI – The Bottom Line Google Confidential and Proprietary 3
  • 4. Förbättra konverteringsgraden Entering the funnel Leaving the funnel Defined goal Google Confidential and Proprietary 4
  • 5. Fråga era besökare Google Confidential and Proprietary 5
  • 6. Testa – Förbättra – Testa - Förbättra 3 images Luxury Rose Bouquet X 4 headlines X 2 “add to basket” buttons = 24 different possible pages 6 Google Confidential and Proprietary
  • 7. Combination 57 is performing the best Original is highlighted here Google Confidential and Proprietary 7
  • 8. Google Confidential and Proprietary 8
  • 9. Find, organize and share your OR? The easy way to share and photos. manage your photos. OR? OR? No Picture Google Confidential and Proprietary 9
  • 10. Version A Google Confidential and Proprietary 10
  • 11. Version B Google Confidential and Proprietary 11
  • 12. Version A increased downloads by 30% New Picasa download page New page increased conversions by 30% Google Confidential and Proprietary 12
  • 13. Skapa Egna Alarm 13 Google Confidential and Proprietary
  • 14. Annotations Google Confidential and Proprietary 14