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Gamc2010 08 - better landing pages with google website optimiser - jon stona - google
The document discusses the importance of landing page testing for enhancing return on investment (ROI) and reducing cost per acquisition (CPA) using Google’s Website Optimizer. It provides best practices for testing variations of landing pages, emphasizing strategies such as A/B and multivariate testing to increase conversion rates. Additionally, it encourages users to leverage consultant resources and case studies to improve testing outcomes.
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Gamc2010 08 - better landing pages with google website optimiser - jon stona - google
- 1. Let’s Make the Most of Our 15 Mins. Together 1 Why Landing Page Testing is Crucial 2 Stress-free testing with Google 3 Tips and Best Practices
- 2. Pre‐Click vs. Post‐Click Op>miza>on Pre‐Click Post‐Click (SEM, SEO, etc.) (Landing Page OpGmizaGon) 2‐3 minutes, 100% of pixels, significant commitment 0‐20 seconds, 100% of pixels, demonstrated commitment 0‐3 seconds; 3% of pixels, no commitment
- 3. Tes>ng can help Increase ROI and Decrease CPA Do Nothing Raise Spend Also Raise Conv. by 50% 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 What other ways can you increase sales by 2.25X with only a 50% increase in ad spend?
- 4. How do youdecide 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> 4
- 5. Website Op>mizer makes Tes>ng Quick and Easy Test different variaGons of a page to see which is most effecGve at achieving results 1/3 visitors See what varia>on 14% Add to Cart Is most effec>ve at geZng results Visitors arrive at your site 1/3 visitors 8% Add to Cart 1/3 visitors 25% Add to Cart Winning Combo You test different varia>ons of a par>cular webpage
- 6. See Intui>ve Reports of your Results Original is highlighted here Combinations 5 and 7 are the winners Bars represent relative improvement
- 7. How to Test: Step 1 Pick a Page to Test
- 8. Some Pages Are Be^er Than Others High Landing Pages Previously Home Pages Op:mized Pages Step 1 of Funnels Traffic Terms of Use Pages Final Steps of Funnels Contact Us Pages Ancillary Detail Pages Low Known Problems with Content High
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- 10. Don’t forget your Funnel Visualiza>on Report Goodbye! Goodbye!
- 11. How to Test: Step 2 Get some ideas on what to test • Headlines • Images • Calls to AcGon • Layout • Forms • Office Showdown Courtesy of www.google.com/websiteopGmizer
- 12. How to Test: Step 3 Go to google.com/websiteopGmizer
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- 14. A/B Split Tes>ng Website OpGmizer makes it easy for you to start tesGng quickly with our A/B experiment creaGon tool Ideal for: VS ‐ First Time Testers ‐ Lower Traffic Pages ‐ High Traffic Pages Version A Version B
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- 18. Which A/B Version One? Here’s Version A Sponsored By: ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
- 19. Here’s Version B • Clear Call to AcGon • Shorter Form • SGll Room for Further TesGng ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. ©2009, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
- 20. Test Multiple PageSections Simultaneously
- 21. Multivariate: Test MultipleSections and Combinations
- 22. Multivariate: Test MultipleSections and Combinations 2 different headlines x 3 different images = 6 possible combinations
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- 25. Text Links ‐ 2 versions of “Sign Up” Sign Up SIGN UP 25
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- 31. So which one was the winner? 31
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- 35. Iterate, Iterate, Iterate! 19% increase Conversion Rate 13% increase 9% increase 12% increase 64% increase Sales Your current After Testing Sales with out testing conversion rate Time 35
- 36. You’re not alone! • Google.com/websiteopGmizer ‐ Best pracGces and case studies • Consultants to help you get started • Blog – websiteopGmizer.blogspot.com • Website OpGmizer User Forum 36
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