conversion and landing page optimization -- pubcon south 2011
DESCRIPTION
Janet Driscoll Miller reviews the basics of Google Website Optimizer and discusses how to use GWO with Facebook iFrame tab pages.TRANSCRIPT
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CONVERSION AND LANDING PAGE OPTIMIZATION
PUBCON SOUTHMARCH 9, 2011
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USING GOOGLE WEBSITE OPTIMIZER (GWO)
HOW TO USE GWO
• MarketingProfs Take 10 Video Tutorial
http://www.marketingprofs.com/marketing/online-seminars/359
THINGS TO TEST
• Form on every page• Button colors• Page layout• Titles• Copy• Images • Video
EXAMPLE OF GWO TESTING
EXAMPLE OF GWO REPORT
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FACEBOOK AND GWO
WHY IFRAMES MATTER
• Ad respondents in Facebook tend to convert better within Facebook
• Puts control back in the hands of the marketer– Use dynamic programming languages (PHP,
ASP.net, etc.) – Track pages via Google Analytics– Run Google Website Optimizer experiments
inside of the iFrame– Track your own conversions
HOW TO SET UP FACEBOOK LANDING PAGE TESTS WITH GWO
1. Create the page that will be the “canvas” of the iFrame page.a. Be sure to add Google
Analytics tracking to the page!b. Set up goals in Google
Analytics.2. Create your Facebook iFrame tab.
(http://blog.search-mojo.com/2011/02/14/how-to-create-an-iframe-based-facebook-tab-page/)
3. Start a GWO experiment and edit your canvas page with the GWO code.
FACEBOOK GWO EXAMPLE
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GOING BEYOND GWO
GWO: ONLY HALF OF THE STORY
• Google Website Optimizer currently does not evaluate winners v. losers based on revenue– Only based on conversions– Each conversion has a different value in
ecommerce
CREATE A CUSTOM GOOGLE ANALTYICS REPORT
1. Create new custom report.2. Metric: Revenue
Dimensions: Landing Page
POINTS TO REMEMBER…
• To use this method coupled with GWO for autoserving of variations:– Use GWO with A|B, not multivariate• Need different URLs to track in Analytics
– Same can be done with goals
CONTACT
Janet Driscoll [email protected] x101
LinkedIn: www.linkedin.com/in/janetdriscollmillerTwitter: @janetdmillerFacebook: www.facebook.com/SearchMojoQuora: janetdmiller