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Succeeding online using free Google tools
Google Analytics Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Google Analytics Overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Providing Answers to Difficult Questions Am I creating  effective content? How do I improve  site interaction? How can I make my marketing campaigns more effective & accountable? How are users engaging with my site? Google Analytics: Free, Quick to Install, Easy to Use Where and why are visitors abandoning my shopping cart?
Utility for an Entire Organization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key Features ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key Features ,[object Object],[object Object],[object Object],[object Object]
How It Works Secure Google Servers Report Data
Reporting
Dashboard ,[object Object],[object Object],[object Object],[object Object]
Report Structure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Site Content ,[object Object],[object Object],[object Object]
Geography & Location ,[object Object],[object Object],[object Object]
Goals & Navigation
Track All Goals/Conversions ,[object Object],[object Object],[object Object],[object Object],Potential Goals: Purchases Downloads Registration
Goal Reporting Analyze conversion data over time on macro or micro levels
Convert Visitors to Customers Eliminate bottlenecks in your conversion process Your visitors Shopping Cart Checkout Thank You Page Your Customers Pinpoint where you lose visitors and duplicate successful paths Product Information 1 2 3 4
Funnel Reporting ,[object Object],[object Object],[object Object],Entering the funnel Leaving the funnel Defined goal
Navigation Analyze how traffic moves through your site from entrance through goal completion
Optimizing Marketing Campaigns
Analyze All Marketing Campaigns Determine which marketing initiatives are driving the best traffic to your site Banner Advertising Search Marketing Email Marketing SEO, Referrals, Affiliate Programs & Offline
Evaluate Your Campaigns ,[object Object],[object Object],[object Object]
Leverage Organic Search ,[object Object],[object Object],[object Object]
What’s New
Advanced Segmentation ,[object Object],[object Object],[object Object]
Custom Reporting ,[object Object],[object Object]
Motion Charts ,[object Object],[object Object]
Account Management Interface ,[object Object],[object Object],[object Object]
Analytics Data Export API – private beta ,[object Object],[object Object]
AdSense Integration in Analytics – private beta ,[object Object],[object Object],[object Object]
Internal Site Search ,[object Object],[object Object]
Multi-Line Graphs Compare your metrics from within the same graph
Integration
Tools for Each Step in the Marketing Process Traffic from variety of marketing campaigns Test Website Optimizer Measure Drive Track visitor behavior on your own site & assess campaign effectiveness Test different creative to improve on-site conversions Monitor macro-level trends 1 2 3 Fisher Price toys
Integration Points ,[object Object],[object Object],[object Object],[object Object],[object Object],Print Ad PR Mention Email Newsletter Search Campaign Launch Radio Spot
Website Optimiser
Website Optimizer Product Overview WHY WHAT WHEN HOW Google’s Website Optimizer is a free testing tool which helps website owners test what combination of site content drives the most conversions  Website Optimizer is designed to help online marketers convert more visitors into customers Website Optimizer is currently available to all users, either through the AdWords interface or via the standalone version  Either log in to your Google AdWords account, or access the standalone version at: www.google.com/websiteoptimizer
Website Optimization: why is it important? ,[object Object],[object Object],[object Object],Website Optimization is a key step in increasing ROI *MarketingSherpa,  Landing Page Handbook , 2005
Just look at the bottom line People who arrive on your site = 10,000 People who do not bounce (60%) = 6,000 People who convert (2%) = 120 Value of sale to you =  $ 57 Total Return = $6,840 Before Free Site Testing After Free Site Testing People who arrive on your site = 10,000 People who do not bounce (65%) = 6,500 People who convert (3%) = 195 Value of sale to you =  $ 57 Total Return =  $11,115 Evolve faster than your competition by testing Remember,  it’s easier to double profits by doubling conversion rates  than by trying to double traffic – Website Optimiser is designed with this in mind
Website Optimization: How it works? Test variations of the same page   Customers Visit your Website 1/3 visitors 1/3 visitors 1/3 visitors 14% Make Purchase 20% Make Purchase 2% Make Purchase Customers Convert Original Combo   1 Combo 2 Winning Combo
This Is What You’ve Told Us I know the problem areas of my website but I don't know what to do about them. I have a low conversion rate but don’t know how to improve it I want to test out different marketing messages but I don’t know how I want to improve my website but the only solutions available are expensive 3rd party products or consulting services I don’t know which page design will work the best
Web’s #1 Testing Platform ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A/B and Multivariate Testing
A/B: Test whole pages Original Page (A) New Variation (B) New Variation (C)
Multivariate: Test multiple “Sections” of Your Page ? ? Test a headline Test an image A “section” is any area of your page where you’d like to test alternative copy or creative
Multivariate: Test Multiple Sections and Combinations
Multivariate: Test Multiple Sections and Combinations
Multivariate: Test Multiple Sections and Combinations 2 different headlines x 3 different images  = 6 possible combinations
Detailed Graphical Reporting ,[object Object],[object Object],[object Object],Section 1 Section 2 Section 3 Section 4 Section 5
Combinations Tab Combination 10 is performing the best Bars represent relative improvement Ability to disable bad performing combinations
Page Sections Tab Section 1 strongly influences conversions Variation 2 shows promise but the overall section contributes little to conversions Section 1 Section 3 Section 4 Section 5 Section 2
A/B test: Straightforward setup process
A/B test : Name your experiment
A/B test: Identify test page
A/B test: Identify conversion page
A/B test: Install and validate Javascript tags
A/B test: Preview and start experiment
Case study: Simple test big results Original Picasa download page
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
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)
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    
Case Study: Simple test increased downloads by 30%  New Picasa download page New page increased conversions by 30%
External Case Study Example provided by Conversionworks.co.uk Larger, More Fields, Below the Fold Page B Page B Increased quotes by 40%! Which Page Converts Better? Smaller, Call to Action, Above the Fold, Less Fields Page A
External Case Study Example Provided by LunaMetrics Customer decided to test new changes to the existing homepage Existing Homepage
External Case Study Example Provided by LunaMetrics The new so called “improvements” cut sales by half All new site content should be tested to ensure the new changes do not negatively effect the conversion rate Added new sidebar Added new service offering
Understanding search Google and Search Results
Overview ,[object Object]
Online trends Every day 100 million videos are served online Source: Comscore Around 60 billion email messages are sent daily Source: Deutsche Telekom Every month hundreds of millions of people search on Google   Source: Comscore 10-25% of the web is new every time Google indexes it! Source: Google
How Search Works Fundamentals of Crawling, Indexing, and Ranking
Life of a Query Before the Search… www Build index Crawl web Calculate PageRank
Crawling the Web ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],www
Calculating PageRank™ ,[object Object],[object Object],[object Object],Both links count… But Link #1  counts more. Bbc.co.uk (PR = 9) my blog Link #1 Link #2 your   site
Building the Index ,[object Object],[object Object],[object Object],[object Object]
Life of a Query During the Search… www Scan index Submit query Route Fan out Select documents Rank results Present results www
Ranking: How we do it ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Ranking’s goal is to list the most useful documents from the selected set in order.
Goals of ranking ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Webmaster Guidelines And Basic Site Preparation
Basic site preparation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Webmaster Guidelines
Webmaster Guidelines: Site Structure ,[object Object],[object Object],[object Object]
Webmaster Guidelines: Site Structure ,[object Object],[object Object],[object Object]
Webmaster Guidelines: Site Structure ,[object Object]
Webmaster Guidelines: Site Structure ,[object Object],/  /index.asp /index.asp?jsessionid=weiru4895u89ur8932
Webmaster Guidelines: Title and Snippets ,[object Object]
Webmaster Guidelines: Title and Snippets ,[object Object],[object Object],[object Object]
Webmaster Guidelines: Title and Snippets ,[object Object]
Webmaster Guidelines: Body Text ,[object Object]
Webmaster Guidelines: Body Text ,[object Object],[object Object]
Webmaster Guidelines: Body Text ,[object Object],[object Object]
Webmaster Guidelines: Test and Measure EVERYTHING ,[object Object],[object Object]
Webmaster Guidelines: Test and Measure EVERYTHING Track all sources of traffic – not just Google Adwords All search engines (both paid and natural) are supported As well as referring sites, directories, etc.
Hot Topics Geo-Localization, Universal, Flash, Robots, Duplicates, Paid Links
Different Results for Different Locations
Different Results for Different Locations
Universal Search ,[object Object],[object Object],[object Object],[object Object],[object Object]
Searching Flash content ,[object Object],[object Object],[object Object],[object Object],[object Object]
Flash indexing today - best practices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Flash best practice recommendations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Flash best practice recommendations
Flash best practice recommendations
Robots exclusion protocol (aka robots.txt) ,[object Object],[object Object],[object Object],[object Object]
Simple examples ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Policy and per-page ,[object Object],[object Object],[object Object],[object Object],[object Object]
Sophisticated control ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Site Owner Resources Webmaster Central, Webmaster Tools, Sitemaps
Our goal is high-quality, objective search results ,[object Object],[object Object],[object Object]
Life of a Query Before the Search… www Build index Crawl web Calculate PageRank
Webmaster Central http://www.google.com/webmasters
Questions Webmaster Central Can Answer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Google Webmaster Tools A free and easy way to improve  your site’s visibility in Google search results   Available in 22 languages
“Dashboard” provides an overview of your account ,[object Object],Your website Sitemap status Verified status
“Site Verification” gives you detailed reports ,[object Object],[object Object],Verification options Verification status
Diagnostic reports help you troubleshoot crawl errors ,[object Object],[object Object],Message center alerts Index summary
Crawl errors show you which pages were problematic ,[object Object],Page Type: web, mobile Crawl error summary Error detail Date stamp URLs with errors
Mobile crawl errors show you which mobile  pages had problems ,[object Object],Mobile CHTML crawl errors Mobile WML/ XHTML crawl errors
“ Top Search Queries” show queries that drive traffic to your site ,[object Object],[object Object],[object Object],[object Object],Search queries = impressions in search results Position per query in search results Query Clicks = Traffic More stats % out of the top 20 queries Timeline = Historical views
Mobile web statistics show traffic from mobile devices ,[object Object],Searches from  mobile phones, PDAs, etc.  Select geographic specific domains
“ What the Googlebot Sees” ,[object Object],Words on your site Links to your site Page type Encoding
“Crawl Stats” show your page distribution in Google ,[object Object],PageRank distribution URL with highest PageRank
“Index Stats” shows how your pages are indexed ,[object Object],Type of advanced search operator
Links show which pages are linked outside your domain and how often ,[object Object],[object Object],# of links from outside websites URLs in your site URLs in your site # of links from within your site
 
Sitelinks shows generated sitelinks and blocking controls  ,[object Object],[object Object],Current blocked sitelinks Automatically generated sitelinks Provide feedback on sitelinks
Re-inclusion request, spam report, paid links report forms ,[object Object],[object Object],[object Object]
Robots.txt analysis helps to improve your coverage ,[object Object],[object Object],Date stamp and status Test against different Google crawlers
Set crawl rate  ,[object Object],[object Object],Choose crawl rate  Kilobytes/day downloaded by Googlebot Average page download time # pages crawled - includes URLs that point to same page
“ Geographic target” allows you to associate a site with geographic region   ,[object Object],Specify full or partial geographic information
“ Preferred domain” lets you tell us how you want  URLs to be displayed ,[object Object]
“ Enable enhanced image search” to enhance search visibility of images on your site ,[object Object],[object Object]
“ Remove URLs” allows you to remove a URL, subdirectory, or site from the Google index ,[object Object],Step 1: Make a New Removal Request Step 2: Select Removal type (site, sub directory, URL)  Step 3: Submit URL path
Sitemaps: make sure we know about your site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Keep Google informed of all your pages 1 2 Increase coverage of your pages in the Google index WWW Web crawl Sitemaps enhances the web crawl Google.com Help improve the visibility of your pages on Google Sitemaps: how they work Your Site
Submitting your Sitemap improves the visibility of your URLs
Submitting your Sitemap improves the visibility of your URLs Status of your sitemap Your sitemap ,[object Object]
Additional types of Sitemaps: Mobile Sitemap ,[object Object],[object Object],[object Object],[object Object],Mobile Web results: 'bbc' Results 1 - 10 of about 113,000. 1   BBC - WAP   - BBC News BBC Sport Ashes 2005 Highlights Entertainment www.bbc.co.uk/mobile/ 2   bbc.co.uk/mobile   - BBC News BBC Sport Films news.bbc.co.uk/mobile/
Add a Sitemap in 3 steps Step 1: Create a Sitemap with the Sitemap Generator Step 2: Upload the Sitemap file to your website  Step 3: Add the Sitemap URL to your account For accounts with multiple websites: You can include URLs from verified websites in a single Sitemap
What have we learnt? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Useful resources ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Thank you!

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Chewy Trewella - Succeeding Online Using Free Google Tools

  • 1. Succeeding online using free Google tools
  • 2.
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  • 4. Providing Answers to Difficult Questions Am I creating effective content? How do I improve site interaction? How can I make my marketing campaigns more effective & accountable? How are users engaging with my site? Google Analytics: Free, Quick to Install, Easy to Use Where and why are visitors abandoning my shopping cart?
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  • 8. How It Works Secure Google Servers Report Data
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  • 16. Goal Reporting Analyze conversion data over time on macro or micro levels
  • 17. Convert Visitors to Customers Eliminate bottlenecks in your conversion process Your visitors Shopping Cart Checkout Thank You Page Your Customers Pinpoint where you lose visitors and duplicate successful paths Product Information 1 2 3 4
  • 18.
  • 19. Navigation Analyze how traffic moves through your site from entrance through goal completion
  • 21. Analyze All Marketing Campaigns Determine which marketing initiatives are driving the best traffic to your site Banner Advertising Search Marketing Email Marketing SEO, Referrals, Affiliate Programs & Offline
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  • 32. Multi-Line Graphs Compare your metrics from within the same graph
  • 34. Tools for Each Step in the Marketing Process Traffic from variety of marketing campaigns Test Website Optimizer Measure Drive Track visitor behavior on your own site & assess campaign effectiveness Test different creative to improve on-site conversions Monitor macro-level trends 1 2 3 Fisher Price toys
  • 35.
  • 37. Website Optimizer Product Overview WHY WHAT WHEN HOW Google’s Website Optimizer is a free testing tool which helps website owners test what combination of site content drives the most conversions Website Optimizer is designed to help online marketers convert more visitors into customers Website Optimizer is currently available to all users, either through the AdWords interface or via the standalone version Either log in to your Google AdWords account, or access the standalone version at: www.google.com/websiteoptimizer
  • 38.
  • 39. Just look at the bottom line People who arrive on your site = 10,000 People who do not bounce (60%) = 6,000 People who convert (2%) = 120 Value of sale to you = $ 57 Total Return = $6,840 Before Free Site Testing After Free Site Testing People who arrive on your site = 10,000 People who do not bounce (65%) = 6,500 People who convert (3%) = 195 Value of sale to you = $ 57 Total Return = $11,115 Evolve faster than your competition by testing Remember, it’s easier to double profits by doubling conversion rates than by trying to double traffic – Website Optimiser is designed with this in mind
  • 40. Website Optimization: How it works? Test variations of the same page Customers Visit your Website 1/3 visitors 1/3 visitors 1/3 visitors 14% Make Purchase 20% Make Purchase 2% Make Purchase Customers Convert Original Combo 1 Combo 2 Winning Combo
  • 41. This Is What You’ve Told Us I know the problem areas of my website but I don't know what to do about them. I have a low conversion rate but don’t know how to improve it I want to test out different marketing messages but I don’t know how I want to improve my website but the only solutions available are expensive 3rd party products or consulting services I don’t know which page design will work the best
  • 42.
  • 44. A/B: Test whole pages Original Page (A) New Variation (B) New Variation (C)
  • 45. Multivariate: Test multiple “Sections” of Your Page ? ? Test a headline Test an image A “section” is any area of your page where you’d like to test alternative copy or creative
  • 46. Multivariate: Test Multiple Sections and Combinations
  • 47. Multivariate: Test Multiple Sections and Combinations
  • 48. Multivariate: Test Multiple Sections and Combinations 2 different headlines x 3 different images = 6 possible combinations
  • 49.
  • 50. Combinations Tab Combination 10 is performing the best Bars represent relative improvement Ability to disable bad performing combinations
  • 51. Page Sections Tab Section 1 strongly influences conversions Variation 2 shows promise but the overall section contributes little to conversions Section 1 Section 3 Section 4 Section 5 Section 2
  • 52. A/B test: Straightforward setup process
  • 53. A/B test : Name your experiment
  • 54. A/B test: Identify test page
  • 55. A/B test: Identify conversion page
  • 56. A/B test: Install and validate Javascript tags
  • 57. A/B test: Preview and start experiment
  • 58. Case study: Simple test big results Original Picasa download page
  • 59. 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
  • 60. 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)
  • 61. 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    
  • 62. Case Study: Simple test increased downloads by 30% New Picasa download page New page increased conversions by 30%
  • 63. External Case Study Example provided by Conversionworks.co.uk Larger, More Fields, Below the Fold Page B Page B Increased quotes by 40%! Which Page Converts Better? Smaller, Call to Action, Above the Fold, Less Fields Page A
  • 64. External Case Study Example Provided by LunaMetrics Customer decided to test new changes to the existing homepage Existing Homepage
  • 65. External Case Study Example Provided by LunaMetrics The new so called “improvements” cut sales by half All new site content should be tested to ensure the new changes do not negatively effect the conversion rate Added new sidebar Added new service offering
  • 66. Understanding search Google and Search Results
  • 67.
  • 68. Online trends Every day 100 million videos are served online Source: Comscore Around 60 billion email messages are sent daily Source: Deutsche Telekom Every month hundreds of millions of people search on Google Source: Comscore 10-25% of the web is new every time Google indexes it! Source: Google
  • 69. How Search Works Fundamentals of Crawling, Indexing, and Ranking
  • 70. Life of a Query Before the Search… www Build index Crawl web Calculate PageRank
  • 71.
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  • 73.
  • 74. Life of a Query During the Search… www Scan index Submit query Route Fan out Select documents Rank results Present results www
  • 75.
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  • 77. Webmaster Guidelines And Basic Site Preparation
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  • 89.
  • 90.
  • 91. Webmaster Guidelines: Test and Measure EVERYTHING Track all sources of traffic – not just Google Adwords All search engines (both paid and natural) are supported As well as referring sites, directories, etc.
  • 92. Hot Topics Geo-Localization, Universal, Flash, Robots, Duplicates, Paid Links
  • 93. Different Results for Different Locations
  • 94. Different Results for Different Locations
  • 95.
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  • 98.
  • 99. Flash best practice recommendations
  • 100. Flash best practice recommendations
  • 101.
  • 102.
  • 103.
  • 104.
  • 105. Site Owner Resources Webmaster Central, Webmaster Tools, Sitemaps
  • 106.
  • 107. Life of a Query Before the Search… www Build index Crawl web Calculate PageRank
  • 109.
  • 110. Google Webmaster Tools A free and easy way to improve your site’s visibility in Google search results Available in 22 languages
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  • 131.
  • 132. Keep Google informed of all your pages 1 2 Increase coverage of your pages in the Google index WWW Web crawl Sitemaps enhances the web crawl Google.com Help improve the visibility of your pages on Google Sitemaps: how they work Your Site
  • 133. Submitting your Sitemap improves the visibility of your URLs
  • 134.
  • 135.
  • 136. Add a Sitemap in 3 steps Step 1: Create a Sitemap with the Sitemap Generator Step 2: Upload the Sitemap file to your website Step 3: Add the Sitemap URL to your account For accounts with multiple websites: You can include URLs from verified websites in a single Sitemap
  • 137.
  • 138.