adam howitt, using google tools to optimize content for business results

content design & access tools & technologies content development &management

Google Technology for Better Content

By Adam Howitt

Overview

Build a site around a goal

Measure the results

Tweak your content

Understand conversions

Drive more traffic to your site

Pick a Goal

Event Registrations – sign up

Leads – register

Sales – buy something

Readership – subscribe

Be more specific

– Don’t just buy something, buy this

• Most profitable or

• Underdeveloped

Build a Site

Quickly – launch fast and learn fast

80% perfect

Goal driven content

Omit anything not driving the goal

Your site can always improve

Garden Metaphor

Start barren

Plant seeds

Constant care

Things die

Things get moved

Things just don’t work

Main Street Store

Goal 1 – Get them inside

– Catchy Window

Goal 2 – Get them to buy something specific

– Avoid Distractions

– Shelf placement and signage

Goal 3 – Get them to buy more items

– Carefully position related items

Goal 4 – Get them to come back

– Coupons, mailing list

Website Equivalent

Goal 1 – Get them inside– Landing pages in Google– Should communicate end goal

Goal 2 – Get them to buy something specific– Easy next step for the goal

• Prominent• Eye catching• Scannable• Desirable

Goal 3 – Get them to buy more items– Give them a next step after the goal

• Turn thank you into please continue

Goal 4 – Get them to come back– Get them to subscribe

• Coupons, mailing list, fresh content

Online isLike Offline

Measure your Goal – Google Analytics

Demo of Google Analytics

Demo of Page Views

Demo of E-commerce

Demo of Drilldown

Demo of Funnels

Google Analytics Dashboard

Top Content

Ecommerce Overview

Funnels

Measure Your Goal

Funnels

Predict the path to the goal

Make predictions and quantify

Compare goal paths vs. actual

Look for patterns

Look for peaks

Drilldown – understand your peaks

Tweak

Establish your baseline

Create a target zone

Brainstorm ways to convert lows to highs

Think about product manufacturers– Produce several variants

– Run focus groups

– Review feedback and numbers

– Optionally refine

– Launch

What if you could…

Produce candidate copy

Run focus groups with some of your traffic

Review the results

Identify the best candidate

Launch the winner

Google Website Optimizer

Design your experiment

Set a goal

How much traffic to test

Prepare candidate copy

Identify a winner

How Optimizer Works

X % of your traffic see the experiment

Measures conversions of each combo– How many impressions

– How many conversions

– Conversions deviation

Initially distributes combos evenly

As leaders emerge traffic is weighted

Google declares a winner

Original copy can sometimes win!

Create an Experiment

Create experiment

Add Code to Pages

Is it there yet?

Create Variations

Review Settings and Launch

Experiment Results

Testing Notes

Test one thing at a time

A/B testing minimizes external influences– Publicity, campaigns, seasons

Only A/B testers count to experiment result

Refine

Make the change

Monitor the results

Did you reach your target?

– Yes – Set a new one and design a new experiment

– No – Create a new experiment OR new candidates

Review your Handout

Pick a page on your website

Think about the content

What would you like to change?

Does anyone have an example we can review together?

What to Test?

Images – demographic, color balance

Text – tone, audience, pace, length, emphasis

Colors (text, buttons, backgrounds)

Position of page elements

Navigation

Fonts – spacing, flow, words per line

Promotions

Pricing

Limiting distractions

So you Understand Conversions

Establish a value for your goal

– Use profit after costs e.g. $100

Calculate visitors per conversion

– 10% conversion rate = 10 visitors

If I spend $100 for 10 visitors I break even

– Less than $100 for 10 I make money

– Max cost per visitor should be $10

Google AdWords

Sign up for free

Choose your max pay per click

Set a daily budget

Design an ad

Pick a market– Keywords

– Sites

– Geo-location

Run your campaign

Monitor conversions

Run candidate ads

Refine market

Refine ads

Refine price per click

Summary

Build a site around a goal

Measure the results

Tweak your content

Understand conversions

Now it is time to drive more traffic to your site

References

Google Analytics, Mary E. Tyler & Jerri Ledford

– ISBN: 0470053852

Google Analytics

– http://analytics.google.com

Google Adwords and Optimizer

– http://adwords.google.com

WalkJogRun running site

– http://www.walkjogrun.net