08 GoMeasure (sg and kl) - optimising for the post click experience - timo josten - google


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Timo Josten, Google Analytics Partner Program Manager, discusses the importance of optimising sites and landing pages for the post-click experience. These slides were presented at the "GoMeasure with Google Analytics" events held in Singapore (Sep 6 2011) and Kuala Lumpur (Sep 8 2011).

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08 GoMeasure (sg and kl) - optimising for the post click experience - timo josten - google

  1. 1. Optimizing forthe Post-ClickExperienceTimo JostenPartner Program Manager, Google Analytics twitter.com/strudelmeister conversionroom-japac.blogspot.com
  2. 2. 1 What Do We Mean?2 Why Should You Care?3 Really? Really.4 How? Google Confidential and Proprietary 2
  3. 3. There are two basic ways toincrease your online presence:Drive more traffic to your WebsiteImprove your Website
  4. 4. Optimizing for the Post-Click Experience?TestingTesting is really about Conversion OptimizationConversion Optimization is everything you do tooptimize the performance of your site in terms ofconversionThis could involve using Google WebsiteOptimizer, improving landing pages or reducingthe latency of your site Google Confidential and Proprietary 4
  5. 5. Why are people having a hard time improving? DON’T KNOW •  “Online is growing; we’re doing fine” DON’T CARE •  “I know the site sucks, but senior management has other priorities” LACK SKILLS •  “What’s a multivariate test?” Google Confidential and Proprietary 5
  6. 6. How do I do this? Where to start? Google Confidential and Proprietary 6
  7. 7. Google Confidential and Proprietary 7
  8. 8. What to test - the quick answerStart testing where you are losing the most money! $$$ $$$$ $ Google Confidential and Proprietary 8
  9. 9. Use Analytics Data to Indentify Opportunity FIND •  Use analytics data to find the pages with the biggest problems PRIORITIZE •  Start to fix the pages first that are losing you the most revenue •  For example: landing pages with the highest bounce rate www.google.com/analytics Google Confidential and Proprietary 9
  10. 10. Where to Start?High Homepage FAQ Category Pages Landing PagesTraffic Product / Service Contact Details Search Results Pages Checkout Process / Terms of Use Shopping Basket Lead generation forms Low High Importance for CR Google Confidential and Proprietary 10
  11. 11. MediaButton Google Confidential and Proprietary 11
  12. 12. 24 combinations tested….Media: Button:1. Get Involved 1. Sign UpImage 2. Learn More2. Family Image 3. Join Us Now3. Change Image 4. Sign Up Now4. Barack s Video5. Springfield Video6. Sam s Video Google Confidential and Proprietary 12
  13. 13. Experiment results Google Confidential and Proprietary 13
  14. 14. $500mraised online Google Confidential and Proprietary 14
  15. 15. 6 Things to keep in Mind Background
  16. 16. Rule out Low-Quality Traffic 1Find out where traffic to your landingpages come from so you(a)  know if the page is worth optimizing, and(b) who you will be optimizing for. Google Confidential and Proprietary 16
  17. 17. Traffic & Duration 2Test landing pages that get asignificant amount of traffic.Prioritize based on the impact theyhave on the performance of yourbusiness. Google Confidential and Proprietary 17
  18. 18. Think BIG! Then Refine 3Consider starting with an A/B test where your alternative page lookstotally different from your original.Then run ‘smaller’ tests to refine the winner! Google Confidential and Proprietary 18
  19. 19. Where do Users leave your site? 4Perhaps your landing page is not theproblem, but the rest of your site is.Look at your Web Analytics data to findout where visitors actually leave yoursite before starting to optimize hightraffic landing pages! Google Confidential and Proprietary 19
  20. 20. Competitor Analysis 5Are your products and services on parwith those of your competitors?Before you start optimizing yourlanding pages make sure you checkout your competitors to see what theyare offering and if you need to makechanges to your offers or strategicpositioning first Google Confidential and Proprietary 20
  21. 21. Ensure Accuracy of Your Data 6A test is worthless if:You’re not properly tracking what isgoing on on your site before, during, orafter your test. Google Confidential and Proprietary 21
  22. 22. Take-Away:If you’re currently not testing, START TESTING!Prioritize: Start where you are losing moneyAsk your visitors. Analyze your data! Don’tjust change things because you think it is animprovement.Use Google Website Optimizer: it’s easy to useand free!Talk to our partners, they are the experts! Google Confidential and Proprietary 22
  23. 23. my.barackobama.com/page/s/analysts-job-application Google Confidential and Proprietary 23
  24. 24. THANK YOUtwitter.com/strudelmeisterconversionroom-japac.blogspot.com