gamc2010 08 - better landing pages with google website optimiser - jon stona - google

Let’sMaketheMostofOur15Mins.Together

Tips and Best Practices 3

Why Landing Page Testing is Crucial 1

Stress-free testing with Google 2

Pre‐Clickvs.Post‐ClickOp>miza>on

0‐3seconds;3%ofpixels,nocommitment

0‐20seconds,100%ofpixels,demonstratedcommitment

2‐3minutes,100%ofpixels,significantcommitment

Pre‐Click(SEM,SEO,etc.)

Post‐Click(LandingPageOpGmizaGon)

DoNothing RaiseSpendby50%

AlsoRaiseConv.Rateby50%

Clicks 5,000 7,500 7,500

CPC $0.10 $0.10 $0.10

Cost $500 $750 $750

Conv.Rate 2% 2% 3%

Sales 100 150 225

IncreaseinCost ‐ 50% 50%

SalesImpact ‐ 1.5x 2.25x

Tes>ngcanhelpIncreaseROIandDecreaseCPA

Whatotherwayscanyouincreasesalesby2.25Xwithonlya50%increaseinadspend?

4

How do you decide what people see after they click?

HiPPO:

“I went to business school, add these 10 bullets and this 2X2 matrix to the page.”

Creative Genius:

I went to design school, remove all those bullets and numbers and just leave the YouTube video

Your customers: <BACK>

WebsiteOp>mizermakesTes>ngQuickandEasy

TestdifferentvariaGonsofapagetoseewhichismosteffecGveatachievingresults

1/3visitors

1/3visitors

1/3visitors

WinningCombo

8%AddtoCart

14%AddtoCart

25%AddtoCart

Visitorsarriveatyoursite

Youtestdifferentvaria>onsofapar>cularwebpage

Seewhatvaria>onIsmosteffec>veatgeZngresults

Combinations 5 and 7 are the winners

Bars represent relative improvement

Original is highlighted here

SeeIntui>veReportsofyourResults

PickaPagetoTest

HowtoTest:Step1

Traffi

c

KnownProblemswithContentLow High

High

LandingPages

HomePages

Step1ofFunnels

Previously

Op:mizedPages

FinalStepsofFunnels

AncillaryDetailPages

TermsofUsePages

ContactUsPages

SomePagesAreBe^erThanOthers

YourTopLandingPagesReportisaGoodStar>ngPoint

Don’tforgetyourFunnelVisualiza>onReport

Goodbye!

Goodbye!

Getsomeideasonwhattotest

HowtoTest:Step2

• Headlines• Images

• CallstoAcGon• Layout• Forms

• OfficeShowdown Courtesyofwww.google.com/websiteopGmizer

Gotogoogle.com/websiteopGmizer

HowtoTest:Step3

ClicktheStartTes>ngBu^on

A/BSplitTes>ng

WebsiteOpGmizermakesiteasyforyoutostarttesGngquicklywithourA/BexperimentcreaGontool

VersionA VersionB

Idealfor:

‐FirstTimeTesters

‐LowerTrafficPages

‐HighTrafficPages

VS

EnterthePagesyouwanttoTest

16

CopyandPasteSomeCodeSnippets

PreviewandLaunchYourExperiment

WhichA/BVersionOne?Here’sVersionA

©2010,WhichTestWon.comadivisionofAnneHollandVenturesInc.Allrightsreserved.

SponsoredBy:

Here’sVersionB

©2009,WhichTestWon.comadivisionofAnneHollandVenturesInc.Allrightsreserved.©2010,WhichTestWon.comadivisionofAnneHollandVenturesInc.Allrightsreserved.

• ClearCalltoAcGon

• ShorterForm

• SGllRoomforFurtherTesGng

Test Multiple Page Sections Simultaneously

Multivariate: Test Multiple Sections and Combinations

Multivariate: Test Multiple Sections and Combinations

2 different headlines

x 3 different images

= 6 possible combinations

23

WebsiteOp>mizerishowGoogleOp>mizes

24

Mul>variateTes>ngwithYouTube

TextLinks‐2versionsof“SignUp”

25

Sign Up

SIGN UP

TopBanner–3DifferentBannerDesigns

26

TopBanner–Mul>pleDifferentCallstoAc>on

27

JoinYouTubeNow!

JointheYouTubeCommunity

CreateyourYouTubeAccount

SignupforaYouTubeAccount

JoinandParGcipate

28

Mul>pleDifferentBannerstoTest

29

Right‐ColumnDesign–4DifferentDesigns

30

Wanttocustomizethishomepage?

Don’tjustwatch,parGcipate

Rateandcommentonvideos

Createplaylists

Subscribetoyourfavoriteuploaders

Uploadyourvideos

Beseenaroundtheworld

Right‐ColumnDesign–4DifferentStatements

31

Sowhichonewasthewinner?

32

WinningPageIncreasedConversionby16%

AFewTips

34

EvolveFasterthanyourCompe>>onwithTes>ng

ImagescourtesyofSeanD’Souza,ChiefBrainAuditor–PsychotacGcs.com

35

Iterate,Iterate,Iterate!

Time

Con

vers

ion

Rat

e

Your current conversion rate

Sales with out testing

12% increase

9% increase

13% increase

19% increase

Sales After Testing

64% increase

36

•  Google.com/websiteopGmizer‐BestpracGcesandcasestudies

•  Consultantstohelpyougetstarted•  Blog–websiteopGmizer.blogspot.com

• WebsiteOpGmizerUserForum

You’renotalone!

37

WhyHesitate?

Starttodayatwww.google.com/websiteopGmizer

Thankyou!