Google Website Optimiser Taming the HiPPO Jon Day Google Analytics Specialist Australia & New Zealand
Let’s Make the Most of Our 15 Mins. Together Tips and Best Practices 3 Why Landing Page Testing is Crucial 1 Stress-free t...
Where does Website Optimiser fit in? Website Optimiser Web Analytics Process
Pre-Click vs. Post-Click Optimisation 0-3 seconds; 3% of pixels, no commitment 0-20 seconds, 100% of pixels, demonstrated ...
Testing can help Increase ROI and Decrease CPA What other ways can you increase sales by 2.25X with only a 50% increase in...
How do you decide what people see after they click? HiPPO:   “ I went to business school, add these 10 bullets and this 2X...
Website Optimiser makes Testing Quick and Easy Test different variations of a page to see which is most effective at achie...
Combinations 5 and 7 are the winners Bars represent relative improvement Original is highlighted here See Intuitive Report...
Pick a Page to Test How to Test: Step 1
Traffic Known Problems with Content Low High High Landing Pages Home Pages Step 1 of Funnels Previously  Optimized Pages F...
Your Top Landing Pages Report is a Good Starting Point
Don’t forget your Funnel Visualisation Report Goodbye! Goodbye!
Get some ideas on what to test How to Test: Step 2 <ul><li>Headlines </li></ul><ul><li>Images </li></ul><ul><li>Calls to A...
Click the Start Testing Button
A/B Split Testing Website Optimiser makes it easy for you to start testing quickly with our A/B experiment creation tool V...
Enter the Pages you want to Test
Copy and Paste Some Code Snippets
Preview and Launch Your Experiment
Which A/B Version One? Here’s Version A   ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc.  All rights res...
Here’s Version B ©2009, WhichTestWon.com a division of Anne Holland Ventures Inc.  All rights reserved.  ©2010, WhichTestW...
Test Multiple Page Sections Simultaneously
Multivariate: Test Multiple Sections and Combinations
Multivariate: Test Multiple Sections and Combinations 2 different headlines x 3 different images  = 6 possible combinations
Website Optimiser is how Google Optimises Original Picasa download page
Case Study: 3 areas of focus + 4 simple hypothesis … Hypothesis #1: It is always better to describe user benefits  than pr...
Case Study: Three simple experiments OR? OR? OR? Find, organize and share your photos. Original (A) The easy way to share ...
So which one was the winner?
Case Study: Assumptions were wrong Hypothesis #1: It is always better to describe user benefits  than product  features Hy...
Case Study: Simple test increased downloads by 30%  New Picasa download page New page increased conversions by 30%
A Few Tips
Evolve Faster than your Competition with Testing Images courtesy of Sean D’Souza, Chief Brain Auditor – Psychotactics.com
Iterate, Iterate, Iterate! Time Conversion Rate Your current conversion rate Sales  with out testing 12% increase 9% incre...
<ul><ul><li>Google.com/ websiteoptimizer  - Best practices and case studies </li></ul></ul><ul><ul><li>Consultants to help...
Why Hesitate? Start today at  www.google.com/ websiteoptimizer Thank you!
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Taming The HiPPO

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Share secrets on overcoming the demands of the Highest Paid Person's Opinion (HiPPO) to drive real value for business

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Taming The HiPPO

  1. 1. Google Website Optimiser Taming the HiPPO Jon Day Google Analytics Specialist Australia & New Zealand
  2. 2. Let’s Make the Most of Our 15 Mins. Together Tips and Best Practices 3 Why Landing Page Testing is Crucial 1 Stress-free testing with Google 2
  3. 3. Where does Website Optimiser fit in? Website Optimiser Web Analytics Process
  4. 4. Pre-Click vs. Post-Click Optimisation 0-3 seconds; 3% of pixels, no commitment 0-20 seconds, 100% of pixels, demonstrated commitment 2-3 minutes, 100% of pixels, significant commitment Pre-Click (SEM, SEO, etc.) Post-Click (Landing Page Optimization)
  5. 5. Testing can help Increase ROI and Decrease CPA What other ways can you increase sales by 2.25X with only a 50% increase in ad spend? Do Nothing Raise Spend by 50% Also Raise Conv. Rate by 50% Clicks 5,000 7,500 7,500 CPC $0.10 $0.10 $0.10 Cost $500 $750 $750 Conv. Rate 2% 2% 3% Sales 100 150 225 Increase in Cost - 50% 50% Sales Impact - 1.5x 2.25x
  6. 6. How do you decide what people see after they click? HiPPO: “ I went to business school, add these 10 bullets and this 2X2 matrix to the page.” Creative Genius: I went to design school, remove all those bullets and numbers and just leave the YouTube video Your customers: <BACK>
  7. 7. Website Optimiser makes Testing Quick and Easy Test different variations of a page to see which is most effective at achieving results 1/3 visitors 1/3 visitors 1/3 visitors Winning Combo 8% Add to Cart 14% Add to Cart 25% Add to Cart Visitors arrive at your site You test different variations of a particular webpage See what variation Is most effective at getting results
  8. 8. Combinations 5 and 7 are the winners Bars represent relative improvement Original is highlighted here See Intuitive Reports of your Results
  9. 9. Pick a Page to Test How to Test: Step 1
  10. 10. Traffic Known Problems with Content Low High High Landing Pages Home Pages Step 1 of Funnels Previously Optimized Pages Final Steps of Funnels Ancillary Detail Pages Terms of Use Pages Contact Us Pages Some Pages Are Better Than Others
  11. 11. Your Top Landing Pages Report is a Good Starting Point
  12. 12. Don’t forget your Funnel Visualisation Report Goodbye! Goodbye!
  13. 13. Get some ideas on what to test How to Test: Step 2 <ul><li>Headlines </li></ul><ul><li>Images </li></ul><ul><li>Calls to Action </li></ul><ul><li>Layout </li></ul><ul><li>Forms </li></ul><ul><li>Office Showdown </li></ul>Courtesy of www.google.com/ websiteoptimizer
  14. 14. Click the Start Testing Button
  15. 15. A/B Split Testing Website Optimiser makes it easy for you to start testing quickly with our A/B experiment creation tool Version A Version B Ideal for: - First Time Testers - Lower Traffic Pages - High Traffic Pages VS
  16. 16. Enter the Pages you want to Test
  17. 17. Copy and Paste Some Code Snippets
  18. 18. Preview and Launch Your Experiment
  19. 19. Which A/B Version One? Here’s Version A ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. Sponsored By:
  20. 20. Here’s Version B ©2009, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. <ul><li>Clear Call to Action </li></ul><ul><li>Shorter Form </li></ul><ul><li>Still Room for Further Testing </li></ul>
  21. 21. Test Multiple Page Sections Simultaneously
  22. 22. Multivariate: Test Multiple Sections and Combinations
  23. 23. Multivariate: Test Multiple Sections and Combinations 2 different headlines x 3 different images = 6 possible combinations
  24. 24. Website Optimiser is how Google Optimises Original Picasa download page
  25. 25. Case Study: 3 areas of focus + 4 simple hypothesis … Hypothesis #1: It is always better to describe user benefits than product features Hypothesis #2: Links receive more clicks than buttons Hypothesis #3: “ Free” offers are more desirable than “trial” offers Hypothesis #4: If you have an attractive product, flaunt it
  26. 26. Case Study: Three simple experiments OR? OR? OR? Find, organize and share your photos. Original (A) The easy way to share and manage your photos. No Picture New (B)
  27. 27. So which one was the winner?
  28. 28. Case Study: Assumptions were wrong Hypothesis #1: It is always better to describe user benefits than product features Hypothesis #2: Links receive more clicks than buttons Hypothesis #3: “ Free” offers are more desirable than “trial” offers Hypothesis #4: If you have an attractive product, flaunt it ☒ ☒ ☒ ☒
  29. 29. Case Study: Simple test increased downloads by 30% New Picasa download page New page increased conversions by 30%
  30. 30. A Few Tips
  31. 31. Evolve Faster than your Competition with Testing Images courtesy of Sean D’Souza, Chief Brain Auditor – Psychotactics.com
  32. 32. Iterate, Iterate, Iterate! Time Conversion Rate Your current conversion rate Sales with out testing 12% increase 9% increase 13% increase 19% increase Sales After Testing 64% increase
  33. 33. <ul><ul><li>Google.com/ websiteoptimizer - Best practices and case studies </li></ul></ul><ul><ul><li>Consultants to help you get started </li></ul></ul><ul><ul><li>Blog – websiteoptimizer.blogspot.com </li></ul></ul><ul><ul><li>Website Optimizer User Forum </li></ul></ul>You’re not alone!
  34. 34. Why Hesitate? Start today at www.google.com/ websiteoptimizer Thank you!

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