TimoJosten@google.com

1. Optimizing for
the Post-Click
Experience
Timo Josten
Partner Program Manager, Google Analytics
twitter.com/strudelmeister
conversionroom-japac.blogspot.com

2. 1 What Do We Mean?
2 Why Should You Care?
3 Really? Really.
4 How?
Google Confidential and Proprietary 2

3. There are two basic ways to
increase your online presence:
Drive more traffic to your Website
Improve your Website

4. Optimizing for the Post-Click Experience?
Testing
Testing is really about Conversion Optimization
Conversion Optimization is everything you do to
optimize the performance of your site in terms of
conversion
This could involve using Google Website
Optimizer, improving landing pages or reducing
the latency of your site
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5. Why are people having a hard time improving?
DON’T KNOW
• “Online is growing; we’re doing fine”
DON’T CARE
• “I know the site sucks, but senior
management has other priorities”
LACK SKILLS
• “What’s a multivariate test?”
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6. How do I do this? Where to start?
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7. Google Confidential and Proprietary 7

8. What to test - the quick answer
Start testing where you are losing the most money!
$$$ $
$$$ $ Google Confidential and Proprietary 8

9. Use Analytics Data to Indentify Opportunity
FIND
• Use analytics data to find the pages
with the biggest problems
PRIORITIZE
• Start to fix the pages first that are
losing you the most revenue
• For example: landing pages with the
highest bounce rate
www.google.com/analytics
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10. Where to Start?
High
Homepage
FAQ Category Pages Landing Pages
Traffic
Product / Service
Contact Details Search Results
Pages
Checkout Process /
Terms of Use Shopping Basket Lead generation
forms
Low High
Importance for CR
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11. Media
Button
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12. 24 combinations tested….
Media: Button:
1. Get Involved 1. Sign Up
Image 2. Learn More
2. Family Image 3. Join Us Now
3. Change Image 4. Sign Up Now
4. Barack s Video
5. Springfield Video
6. Sam s Video
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13. Experiment results
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14. $500m
raised online
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15. 6 Things to keep in Mind
Background

16. Rule out Low-Quality Traffic 1
Find out where traffic to your landing
pages come from so you
(a) know if the page is worth
optimizing, and
(b) who you will be optimizing for.
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17. Traffic & Duration 2
Test landing pages that get a
significant amount of traffic.
Prioritize based on the impact they
have on the performance of your
business.
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18. Think BIG! Then Refine 3
Consider starting with an A/B test where your alternative page looks
totally different from your original.
Then run ‘smaller’ tests to refine the winner!
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19. Where do Users leave your site? 4
Perhaps your landing page is not the
problem, but the rest of your site is.
Look at your Web Analytics data to find
out where visitors actually leave your
site before starting to optimize high
traffic landing pages!
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20. Competitor Analysis 5
Are your products and services on par
with those of your competitors?
Before you start optimizing your
landing pages make sure you check
out your competitors to see what they
are offering and if you need to make
changes to your offers or strategic
positioning first
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21. Ensure Accuracy of Your Data 6
A test is worthless if:
You’re not properly tracking what is
going on on your site before, during, or
after your test.
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22. Take-Away:
If you’re currently not testing, START TESTING!
Prioritize: Start where you are losing money
Ask your visitors. Analyze your data! Don’t
just change things because you think it is an
improvement.
Use Google Website Optimizer: it’s easy to use
and free!
Talk to our partners, they are the experts!
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23. my.barackobama.com/page/s/analysts-job-application
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24. THANK YOU
twitter.com/strudelmeister
conversionroom-japac.blogspot.com