More information here » https://www.owox.com/c/1g4 Understanding your customers is not a straightforward task. It may require a great deal of time and resources to discover which website experience drives better engagement and better conversion rate. Not all changes lead to better results, and you might have to ask developers to implement the hypotheses on your website. Google Optimize is a new testing and personalization solution designed by Google to help you build optimal website experiences considering your specific audiences. It’s integrated with Google Analytics and other Google products, so you can test your hypotheses using the existing data and the familiar metrics. And you won’t have to involve developers. ✔Why, and how to personalize websites; ✔How to start using Google Optimize; ✔How to set up an experiment in Google Optimize; ✔What types of experiments are available in Google Optimize; ✔How to create test variants using the visual editor, without developers; ✔How to manage experiments and determine the winning options; ✔What’s the difference between Google Optimize and Google Optimize 360. The webinar will be useful to: Analysts, marketing specialists, project managers, and to anyone looking for a helpful tool to test ideas for improving the websites.

2. Get a webinar record:
https://www.owox.com/c/1vm

3. 1. Implement Google Analytics for ecommerce projects
More than 2,000,000 transactions are generated weekly
2. Develop unique online services based on Google BigQuery
Trusted by 6000+ projects and works 100% in Google Cloud Platform
3. We are not an agency and do not sell ads
Our main goal is to help our clients make right decisions on time
4. Recognized competence

4. ● Experience vs. Testing
● Optimize functionality
● How to set up
● Demo
● Free vs. Paid
● Case study
● Pros and cons
Agenda

5. Experience vs. testing

6. It’s not always easy to understand a customer....

7. It’s not always easy... possible to understand a customer

8. Web-analytics services allow to collect and combine
data about your customers

9. Understanding customers better and
still not using personalization

10. Data driven or expert opinion?

11. It’s not as obvious as it looks like

12. Google Optimize
for testing and personalization

13. Optimize 360 is a part of Google Analytics 360 Suite
Tag Manager 360 - Data Collection
Data Studio 360 Data Analysis and Visualization
Analytics 360
Customer Insights
Attribution 360
Marketing
Measurement
Optimize 360
Site Testing and
Personalization
Audience Center 360
Audience
Management

14. © Google Inc. 2016. All rights reserved.
Solving for three optimize challenges
DATA CONSISTENCY
Use Google Analytics metrics to
measure experiment success.
Google Analytics audiences can
be used to personalize website
experiences.
PERSONALIZATION DEEP INTEGRATIONS
Integrations with BigQuery &
Google Analytics for enhanced
reporting.
1 2 3

15. © Google Inc. 2016. All rights reserved.
Optimize 360: How it works
Target your experiment to
Analytics 360 audiences or
other factors e.g. URL
parameters

16. Test types
A/B/N Testing
Comparing two or more versions of a webpage to
see which performs best
Multivariate Testing
Test multiple combinations of elements on
individual pages for granular improvement
Redirect Tests
Test big changes such redesigned landing pages by
deploying to separate URLs

17. Visual editor
To set up experiments without developers
● Decrease the setup time
● Intuitive, simple interface
● Editing text, images, styles, blocks
● HTML and Javascript for more complicated cases

18. Setting up personalization
Reach users based on any action
Target users based on where they’ve come from, what they’re doing, and
who they are
2
Use the audiences you already understand
Easily use the Analytics 360 audiences that you’ve already
spent time to discover
1
Always understand the impact
Truly know how effective personalized experiences are for your
business
3

19. How to determine
a winner
Bayesian statistical analysis
Advanced computational modelling that gives you more
accurate results and truly answers your business questions

20. How to set up
Google Optimize?

21. How to set up Google Optimize?
Create Google Optimize account
Usually, it’s one account per one business entity. You can
create several Optimize accounts using one account.
Create a container in your Optimize account
You connect Optimise to Google Analytics on the container level.
Usually, it’s one container per one web-property
Install Optimize Add-on for Chrome
To use Optimize visual editor you should have the Chrome
browser (version 45 and up) and Google Optimize add-on.

22. Implementing Optimize via GTM

23. Don’t forget to update GTM code
Implement the first part of the code as close as possible to the <head> tag opening:1
<!-- Google Tag Manager -->
<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
})(window,document,'script','dataLayer','GTM-XXXX');</script>
<!-- End Google Tag Manager -->
Implement the second part of the code right after <body> tag opening:2
<!-- Google Tag Manager (noscript) -->
<noscript><iframe src="https://www.googletagmanager.com/ns.html?id=GTM-XXXX"
height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>
<!-- End Google Tag Manager (noscript) -->
Declare the Data Layer variable befor GTM container3

24. If you don’t use Google Tag Manager
You should add just one row in your Google Analytics tracking code:
<!-- Google Analytics -->
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','https://www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-XXXXX-Y', 'auto');
ga('require', 'GTM-XXXXXX');
ga('send', 'pageview');
</script>
<!-- End Google Analytics -->

25. Implementing page hiding (optional)
Implement this code at each page right after the <meta charset> tag:
<!-- Page hiding snippet (recommended) -->
<style>.async-hide { opacity: 0 !important} </style>
<script>
(function(a,s,y,n,c,h,i,d,e){s.className+=' '+y;
h.end=i=function(){s.className=s.className.replace(RegExp(' ?'+y),'')};
(a[n]=a[n]||[]).hide=h;setTimeout(function(){i();h.end=null},c);
})(window,document.documentElement,'async-hide','dataLayer',2000,{'GTM-XXXXXX':true});
</script>
<!-- Page hiding snippet (recommended) -->
* Insert your Optimize container ID or Google Tag Manager container ID (if you are using GTM to implement Optimize)
intead of GTM-XXXXXX.

26. DEMO

27. Google Optimize Demo

28. Free vs. Paid

29. Google Optimize Google Optimize 360
A/B testing √ √
Multivariate testing Limited number of combinations Unlimited
Redirect testing √ √
Integration with Google Analytics √ √
Segments from Google Analytics N/A √
Number of active experiments 3
Unlimited
Number of goals in the experiment 3
Unlimited, you can add goals during the
experiment.
Support Reference, forum, community Enterprise-level support and SLA
Price Free Paid, depends on the number of hits in the WP
Usage
Small projects with a limited number of
hypothesis
Large projects that constantly work on site
improvements and conduct targeted tests
simultaneously

30. CASE STUDY

31. Goals
Business objective
To increase customer engagement and conversion rate through changing the website
Analytical objective
To determine the best design and layout option, increase the number of
microconversions, decrease the bounce rate and optimize other relevant KPIs.

32. ● Changing Request Demo button
Experiments

33. ● Adaptive version
Experiments

34. ● New OWOX BI product page
Experiments

35. Results
● 100% of test were on time
● 50% of test didn’t require any developer’s
time
● Time needed to implement and run the test
decreased from several days to several
hours.

36. Cons
1. Can’t be used to test mobile apps
2. No test schedule options
Pros
1. Integration with Google Analytics &
GTM for targeting and analysis
2. Large number of parameters for
personalization (GA, Datalayer)
3. Intuitive interface
4. Free version
5. Almost doesn’t influence page load
time
Pros and Cons Google Optimize

37. https://optimize.google.com/optimize/signup/

38. Questions?
bi@owox.com
www.owox.com