Presentation by Adrian Blair, Head of eCommerce Partnerships, Google UK at Socitm Website Take-Up Service event, Birmingham 3 Dec 2009

1. Making your website work
3 Dec 2009
Adrian Blair
Head of eCommerce Partnerships, EMEA
Google Confidential and Proprietary 1

2. Agenda…
1 Best practice
2 3 tips
3 Skills required
4 Help!
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3. Massive room for improvement in the private sector. Is the
same true in the public sector?
17.2%
? 4.2%
**
Your Client Average UK Retail * Amazon
* Coremetrics UK Retail report, March 2009
** Nielsen Online / Marketing Charts
3
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4. What Do They Have in Common?
1 Most successful politician?
2 Most successful search engine?
3 Most successful online retailer?
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5. They all use a framework that looks something like this…
Tried
&
tested
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6. …and follow a process like this
• What is your site trying to achieve? How
Goals +
Metrics
you will measure it?
• Use analytics to identify and prioritise
Identify problems
• Decide what the problem might be
Diagnose • Develop a testable hypothesis
• Brainstorm possible solutions
Test • Begin testing
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7. Example goals + metrics for Camden
Goals: Metrics:
• To make official information • % of visitors who find information they
about Camden easy to find need
• To perform tasks like renewing • Completion rate for key tasks
parking permits online • % of visitors satisfied with their
experience
• Time taken to find key information
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8. BarackObama.com splash page
Media
Button
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9. 24 combinations tested….
Button: Media:
1. Sign Up 1. Get Involved 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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10. Experiment results
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11. The winning page
$500m
raised online
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12. Google - 2008 vs. 2009
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13. Agenda…
1 Best practice
2 3 tips
3 Skills required
4 Help!
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14. Tip 1: Give me the right results when I search
boys socks
Before After
20% reduction in bounce rate
7% increase in conversion rate
TOP Check quality of results
Allow customers to sort results
TIPS
Make site search visible Lay out search results clearly
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15. Tip 2: Give me the product details I need
Before
After
5% increase in conversion rate*
TOP Summarise key product details
TIPS Make your call-to-action button
Provide clear images
visible
* Site testing originally conducted in German Google Confidential and Proprietary

16. Tip 3: Make it easy for the user to take action
Before
After
40% increase in quote submissions
TOP Don't ask for unnecessary details Expedite the process
TIPS
Show transparent steps Avoid distractions
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17. But no shortcuts to results like these
• What is your site trying to achieve? How
Goals +
Metrics
you will measure it?
• Use analytics to identify and prioritise
Identify problems
• Decide what the problem might be
Diagnose • Develop a testable hypothesis
• Brainstorm possible solutions
Test • Begin testing
Google Confidential and Proprietary 17

18. Agenda…
1 Best practice
2 3 tips
3 Skills required
4 Help!
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19. The 10/90 Rule
Software
Software
Brains!
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20. Skills required
Analytics
Multivariate
Usability & A/B
Testing
Web
Development
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21. Agenda…
1 Best practice
2 3 tips
3 Skills required
4 Help!
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22. Google Resources
1: Google Conversion Site - Information on Google’s approach to conversion
www.google.co.uk/conversions
2: Conversion University – Online training
www.google.com/support/ConversionUniversity
3: Seminars for success – advanced in-person Google Analytics training
http://services.google.com/ads_inquiry/awseminars
1 Source:
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Accenture

23. Google accreditations – company and individual
Company Level Individual Level
Accreditations Qualifications / Training
Google Advertising Google Advertising
AdWords GAP Professionals GAP Professionals
Qualified Company Qualified Individual
Google Analytics Google Analytics
Google Authorised Consultant Individual Qualification
GAAC GAIQ
Analytics Advanced technical Online learning &
support for GA certification
Website Optimizer
Google
Authorized Consultants No qualification
Website WOAC
Advanced technical Free webinar training
Optimizer
support for GWO
Google Conversion
Professionals
Conversion No qualification
GCP Accredited consultancy to
Optimisation Free webinar training
support online conversion
optimisation projects
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