Google Analytics Website Optimizer Slideshare


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How to use web optimiser to test multiple designs and identify which is the best performing. The use of analytics and testing is a vital part of any web strategy and takes the guess work out of identifying design that will work for you.

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  • Google Analytics Website Optimizer Slideshare

    1. 1. Google Analytics and Website Optimizer Let your visitors lead you By Simon Whatley http://
    2. 2. Plan – Measure – Improve <ul><li>“ Tactics without strategy are the noise before defeat” </li></ul><ul><li>Sun Tzu, The Art of War. </li></ul>
    3. 3. Google Analytics
    4. 4. Custom Dashboards
    5. 5. Topics to Cover <ul><li>Profiles </li></ul><ul><li>Filters </li></ul><ul><li>Goals </li></ul><ul><li>Funnels </li></ul>
    6. 6. Profiles and Filters <ul><li>The real strength of GA </li></ul><ul><li>Segment data </li></ul><ul><li>Deep analysis </li></ul><ul><li>Filter data depending on needs </li></ul><ul><li>Give access to data depending on needs </li></ul><ul><li>Starts collecting data once filter is applied </li></ul><ul><li>Best practice: </li></ul><ul><li>Profile with all data </li></ul><ul><li>Profile with segmented data </li></ul>
    7. 7. Profiles <ul><li>Website URL </li></ul><ul><li>Profile Name </li></ul><ul><li>Time Zone </li></ul><ul><li>Default Page </li></ul><ul><li>Exclude Parameters </li></ul><ul><li>E-commerce Website </li></ul><ul><li>Search </li></ul>
    8. 8. Website Profiles <ul><li>No Filters : Profile with zero filters. Use this for troubleshooting. </li></ul><ul><li>Only Direct : Include filter for the field &quot;Campaign Source&quot; only equaling the pattern &quot;direct&quot; visitors </li></ul><ul><li>Only Internal : Use an  include filter  which will include only traffic from internal IP ranges on IP address. </li></ul><ul><li>Only New Visitors : Include filter on the field &quot;Visitor Type&quot; equal to &quot;new&quot; </li></ul><ul><li>Only Organic : Include filter where the filter field is on &quot;Campaign Medium&quot; and the pattern is &quot;organic&quot; </li></ul><ul><li>Only Paid Search : Include filter on &quot;Campaign Medium&quot; equaling the pattern &quot;ppc|cpc&quot; </li></ul><ul><li>Only Referral : Include filter on &quot;Campaign Medium&quot; equaling &quot;referral&quot; </li></ul><ul><li>Only Returning Visitors : Include filter on &quot;Visitor Type&quot; equaling &quot;returning&quot; </li></ul><ul><li>Organic And Paid : Include filter combining the above two filters for &quot;Only Organic&quot; and &quot;Only Paid Search&quot; to include all search engine traffic </li></ul><ul><li>Overall : All traffic except filter out internal IP ranges using the &quot; Exclude all traffic from an IP address filter .&quot; </li></ul>
    9. 9. Filters <ul><li>Applied to a Profile </li></ul><ul><li>Data Destructive – change data forever! </li></ul><ul><li>Segmentation </li></ul><ul><li>Business rules </li></ul><ul><li>2 types </li></ul><ul><ul><li>Predefined </li></ul></ul><ul><ul><li>Custom </li></ul></ul><ul><li>Filters data before submitting to GA database </li></ul>
    10. 10. Filters <ul><li>Multiple Filters allowed </li></ul><ul><ul><li>But, data output for filter 1 is data input for filter 2 </li></ul></ul><ul><li>Be careful! Filters are data destructive! </li></ul><ul><li>Avoid wrong conclusions! </li></ul><ul><ul><li>Create multiple Profiles to prevent filter 1 impacting filter 2 </li></ul></ul><ul><li>Allows for customer segmentation </li></ul><ul><ul><li>Visitor to member to customer </li></ul></ul>
    11. 11. Pre-Defined Filters <ul><li>Google Analytics provides you with three predefined filter types: </li></ul><ul><li>Exclude all traffic from a domain </li></ul><ul><li>Exclude all traffic from an IP address </li></ul><ul><li>Include only traffic to a subdirectory </li></ul>
    12. 12. Custom Filters <ul><li>In addition, Google Analytics provides you with a number of custom options: </li></ul><ul><li>Exclude Pattern </li></ul><ul><li>Include Pattern </li></ul><ul><li>Search & Replace </li></ul><ul><li>Lookup Table </li></ul><ul><li>Advanced </li></ul><ul><li>Uppercase / Lowercase </li></ul>
    13. 13. Goals <ul><li>Conversions? </li></ul><ul><ul><li>Purchases </li></ul></ul><ul><ul><li>Registration </li></ul></ul><ul><ul><li>Send to a friend </li></ul></ul><ul><ul><li>Review or comment </li></ul></ul><ul><ul><li>Add to wish list </li></ul></ul><ul><li>Maximum of 4 per profile </li></ul>
    14. 14. Funnels <ul><li>Extension of Goals </li></ul><ul><li>Predefined steps </li></ul><ul><ul><li>E.g. Purchase path from basket to confirmation </li></ul></ul><ul><li>Track conversion process </li></ul><ul><ul><li>See entry and exit points throughout process </li></ul></ul><ul><li>Required steps? </li></ul>
    15. 15. Funnel Visualisation <ul><li>Find out which pages result in lost conversions and where your would-be customers go. </li></ul>
    16. 16. E-commerce Tracking <ul><li><script type=&quot;text/javascript&quot;> </li></ul><ul><li>var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;); </li></ul><ul><li>document.write(unescape(&quot;%3Cscript src='&quot; + gaJsHost + &quot;' type='text/javascript'%3E%3C/script%3E&quot;)); </li></ul><ul><li></script> </li></ul><ul><li><script type=&quot;text/javascript&quot;> </li></ul><ul><li>var pageTracker = _gat._getTracker(&quot;UA-######-#&quot;); </li></ul><ul><li>pageTracker._trackPageview(); </li></ul><ul><li>pageTracker._addTrans( </li></ul><ul><li>&quot;1234&quot;, // Order ID </li></ul><ul><li>&quot;Blah&quot;, // Affiliation </li></ul><ul><li>&quot;100.00&quot;, // Total </li></ul><ul><li>&quot;15.00&quot;, // Tax </li></ul><ul><li>&quot;5&quot;, // Shipping </li></ul><ul><li>&quot;Southwark&quot;, // City </li></ul><ul><li>&quot;London&quot;, // State </li></ul><ul><li>&quot;UK&quot; // Country </li></ul><ul><li>); </li></ul><ul><li>pageTracker._addItem( </li></ul><ul><li>&quot;1234&quot;, // Order ID </li></ul><ul><li>&quot;DD44&quot;, // SKU </li></ul><ul><li>&quot;Logo&quot; // Product Name </li></ul><ul><li>&quot;Design&quot;, // Category </li></ul><ul><li>&quot;100.00&quot;, // Price </li></ul><ul><li>&quot;1&quot; // Quantity </li></ul><ul><li>); </li></ul><ul><li>pageTracker._trackTrans(); </li></ul><ul><li></script> </li></ul><ul><li>Trace transactions to campaigns and keywords, get loyalty and latency metrics, and identify your revenue sources. </li></ul>
    17. 17. Internal Site Search <ul><li>Find out how your visitors search your site, what they look for, and where they end up. </li></ul>
    18. 18. Google Website Optimizer http://
    19. 19. What to Test <ul><li>Calls to action </li></ul><ul><li>Point of action assurances </li></ul><ul><li>Typography and colour </li></ul><ul><li>Product headlines, copy, images, descriptions… </li></ul><ul><li>Category pages </li></ul><ul><li>About us, contact us, delivery, terms and conditions </li></ul><ul><li>Forms </li></ul><ul><li>Shopping carts </li></ul><ul><li>Offer incentives; etc </li></ul>
    20. 20. Page Priority Graph
    21. 21. Caveat <ul><li>“ Website Optimizer tests can be used to test what people do, but not why they do it. You need to infer from the variations and the analytics and a good piece of market understanding (‘know thy customer’).” </li></ul>
    22. 22. Designing the Test <ul><li>Before running the test, you must decide on these factors: </li></ul><ul><li>A control </li></ul><ul><li>A hypothesis </li></ul><ul><li>A time frame </li></ul><ul><li>A method of evaluating the results </li></ul><ul><li>During the tests, you cannot change your test, whatsoever! </li></ul>
    23. 23. Example – Add to Cart Buttons <ul><li>Variables </li></ul><ul><li>Shape, Size, Colour </li></ul><ul><li>Variations </li></ul><ul><li>Shape: Round, Square </li></ul><ul><li>Size: Small, Medium and Large </li></ul><ul><li>Colour: Red, Blue and Yellow </li></ul><ul><li>Hypotheses </li></ul><ul><li>Red buttons convert better than blue or yellow </li></ul><ul><li>Large buttons convert better than small or medium </li></ul><ul><li>Round buttons convert better than square </li></ul>
    24. 24. Website Optimizer Tests <ul><li>Google’s A/B test </li></ul><ul><li>Google’s Multivariate test </li></ul><ul><li>Split-path test </li></ul><ul><li>Multipath Multivariate test </li></ul><ul><li>Do Anything test </li></ul><ul><li>Linger test </li></ul><ul><li>Click test </li></ul>
    25. 25. Design an A/B Test <ul><li>Identify the metric. What are you going to compare and contrast? </li></ul><ul><li>Describe the metric. How will you compare and contrast the differences? </li></ul><ul><li>Optimise the system based on comparison of two or more tested solutions. </li></ul>
    26. 26. The Test Calculator <ul><li>The number of combinations will affect how long you need to run a test to return meaningful results. </li></ul><ul><li>Factors: </li></ul><ul><li>Test combinations </li></ul><ul><li>Page views </li></ul><ul><li>% Visitors </li></ul><ul><li>Conversion rate </li></ul><ul><li>Expected Improvement </li></ul>
    27. 27. Example 1 (Not Recommended) <ul><li>1,000 test combinations </li></ul><ul><li>10,000 page views per day </li></ul><ul><li>100% visitors in experiment </li></ul><ul><li>2.4% current conversion rate </li></ul><ul><li>20% expected improvement (from 2.4% to 2.9%) </li></ul><ul><li>Duration of test: 3,515.9 days! </li></ul>
    28. 28. Example 2 (Recommended) <ul><li>20 test combinations </li></ul><ul><li>10,000 page views per day </li></ul><ul><li>100% visitors in experiment </li></ul><ul><li>2.4% current conversion rate </li></ul><ul><li>20% expected improvement (from 2.4% to 2.9%. Focusing on key elements in the combinations should increase expectations above this figure) </li></ul><ul><li>Duration of test: 37.8 days </li></ul>
    29. 29. The Test Setup <ul><li>For a simple A/B Test, the following scripts are placed on the relevant pages. </li></ul><ul><li>Original Page </li></ul><ul><ul><li>Control Script </li></ul></ul><ul><ul><li>Tracking Script </li></ul></ul><ul><li>Variation Pages </li></ul><ul><ul><li>Tracking Script </li></ul></ul><ul><li>Conversion Page </li></ul><ul><ul><li>Conversion Script </li></ul></ul>
    30. 30. Test Results - Combinations
    31. 31. Test Results – Page Sections
    32. 32. What the Statistics Mean <ul><li>Chance to beat original </li></ul><ul><li>Chance to beat all </li></ul><ul><li>Observed improvement </li></ul><ul><li>Conversions and visits </li></ul>
    33. 33. Case Studies <ul><li>To discuss how we have optimised client sites and the results please get in touch: </li></ul><ul><li>Wyndham Lewis </li></ul><ul><li>tmg </li></ul><ul><li>Pentagon House </li></ul><ul><li>52 – 54 Southwark Street </li></ul><ul><li>London SE1 1UN </li></ul><ul><li>+44 (0) 20 7378 2263 [email_address] </li></ul>
    34. 34. Citations <ul><li>Information and images contained within this presentation were compiled from the following sources: </li></ul><ul><li>Google Analytics Blog </li></ul><ul><li> </li></ul><ul><li>Google Website Optimizer Blog </li></ul><ul><li> </li></ul><ul><li>Google AdWords Blog </li></ul><ul><li> </li></ul><ul><li>Future Now Inc. </li></ul><ul><li> </li></ul><ul><li>Always Be Testing: The Complete Guide to Google Website Optimizer. </li></ul><ul><li>Bryan Eisenberg & John Quarto-von Tividar </li></ul><ul><li>ISBN 978-0-470-29063-7 </li></ul>
    35. 35. Trademarks <ul><li>Google is a trademark of Google, Inc. All other trademarks are the property of their respective owners. </li></ul><ul><li>tmg ltd is not associated with any product or vendor mentioned in this presentation. </li></ul>
    36. 36. End.