Making your website work

Google Confidential and Proprietary 1

Making your website work3 Dec 2009

Adrian Blair

Head of eCommerce Partnerships, EMEA

Agenda…

1 Best practice

2 3 tips

Google Confidential and Proprietary

3 Skills required

4 Help!

17.2%

Massive room for improvement in the private sector. Is the same true in the public sector?

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3

4.2%

Your Client Average UK Retail Amazon

?

* Coremetrics UK Retail report, March 2009

** Nielsen Online / Marketing Charts

***

What Do They Have in Common?

1 Most successful politician?

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2 Most successful search engine?

3 Most successful online retailer?

They all use a framework that looks something like this…

Tried &

tested

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…and follow a process like this

Goals + Goals + Metrics

• What is your site trying to achieve? How you will measure it?

Identify

• Use analytics to identify and prioritise problems

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Diagnose

• Decide what the problem might be• Develop a testable hypothesis

Test

• Brainstorm possible solutions• Begin testing

Example goals + metrics for Camden

Goals:

• To make official information about Camden easy to find

• To perform tasks like renewing parking permits online

Metrics:

• % of visitors who find information they need

• Completion rate for key tasks

• % of visitors satisfied with their experience

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experience

• Time taken to find key information

BarackObama.com splash page

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Button

Media

24 combinations tested….

Button:

1. Sign Up

2. Learn More

3. Join Us Now

4. Sign Up Now

Media:

1. Get Involved Image

2. Family Image

3. Change Image

4. Barack’s Video

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4. Sign Up Now 4. Barack’s Video

5. Springfield Video

6. Sam’s Video

Experiment results

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The winning page

$500m

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$500m raised online

Google - 2008 vs. 2009

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Agenda…

1 Best practice

2 3 tips

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3 Skills required

4 Help!

Tip 1: Give me the right results when I search

boys socks

BeforeBeforeBeforeBefore AfterAfterAfterAfter

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20% reduction in bounce rate

7% increase in conversion rate

TOP

TIPS

� Check quality of results

� Make site search visible

� Allow customers to sort results

� Lay out search results clearly

Tip 2: Give me the product details I need

BeforeBeforeBeforeBefore

AfterAfterAfterAfter

Google Confidential and Proprietary* Site testing originally conducted in German

5% increase in conversion rate*

TOP

TIPS

� Summarise key product details

� Provide clear images � Make your call-to-action button

visible

Tip 3: Make it easy for the user to take action

BeforeBeforeBeforeBefore

AfterAfterAfterAfter

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40% increase in quote submissions

TOP

TIPS

� Don't ask for unnecessary details

� Show transparent steps

� Expedite the process

� Avoid distractions

But no shortcuts to results like these

Goals + Goals + Metrics

• What is your site trying to achieve? How you will measure it?

Identify

• Use analytics to identify and prioritise problems

Google Confidential and Proprietary 17

Diagnose

• Decide what the problem might be• Develop a testable hypothesis

Test

• Brainstorm possible solutions• Begin testing

Agenda…

1 Best practice

2 3 tips

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3 Skills required

4 Help!

The 10/90 Rule

Software

Software

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Brains!

Skills required

AnalyticsAnalyticsAnalyticsAnalytics

UsabilityMultivariate

Google Confidential and Proprietary20Web Web Web Web

DevelopmentDevelopmentDevelopmentDevelopment

Usability & A/B Testing

Agenda…

1 Best practice

2 3 tips

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3 Skills required

4 Help!

Google Resources

1: Google Conversion Site - Information on Google’s approach to conversion

www.google.co.uk/conversions

2: Conversion University – Online training

www.google.com/support/ConversionUniversity

Google Confidential and Proprietary 221 Source: Accenture

3: Seminars for success – advanced in-person Google Analytics training

http://services.google.com/ads_inquiry/awseminars

Google accreditations – company and individual

Company Level Accreditations

Individual Level Qualifications / Training

AdWords GAP

Google Advertising Professionals Qualified Company

GAP

Google Advertising Professionals Qualified Individual

Google Analytics

GAAC

Google Analytics Authorised Consultant Advanced technical support for GA

GAIQ

Google Analytics Individual QualificationOnline learning &

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support for GA certification

Google Website Optimizer

WOAC

Website Optimizer Authorized Consultants Advanced technical support for GWO

No qualificationFree webinar training

ConversionOptimisation

GCP

Google Conversion ProfessionalsAccredited consultancy to support online conversion optimisation projects

No qualificationFree webinar training