gamc2010 08 - better landing pages with google website optimiser - jon stona - google
DESCRIPTION
This material was presented at the Google Analytics Master Classes in Singapore and Kuala Lumpur on March 9 & 11 respectively. Rajitha Dahanayake's talk demonstrated how eMarketingEye (a GAAC based out of Sri Lanka) used GA data to optimise Raffle Hotels and Resorts' marketing ROITRANSCRIPT
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!