Website Conversion Testing Google Website Optimizer Brent Ludtke
Website Conversion Testing: Google Website Optimizer Brent Ludtke
What is conversion testing? • • Optimization of marketing dollars Testing of hypotheses, not opinions Quantitative & actionable, data-driven insights A “failed” test is never a fail, but an opportunity to learn Inbound Traffic Split Testing Landing Page Conversion
What is your website’s purpose?
Types of Conversion Testing • • A/B Test Compares the performance of 2 different pages Best if page traffic is less than 1, 000 views/week You want to move sections of the page You want to change the overall look of the page Multivariate Test • Compares the performance of content variations in multiple locations on a page • Good for sites with page traffic of 1, 000+ views/week • Multiple content changes in different parts of the page simultaneously Source: Google Website Optimizer
A/B Test Source: whichtestwon. com
Multivariate Test 9 Combinations HEADING IMAGE H 1 -I 1 -C 1 H 1 -I 1 -C 2 H 1 -I 2 -C 1 H 2 -I 1 -C 2 H 2 -I 2 -C 1 CALL TO ACTION H 2 -I 2 -C 2
Google Website Optimizer • Free tool • Google Analytics • Refine ideas • Test tactics • Enhance visitor experience • Increase conversions
Creating the Test Before beginning testing you must decide on the following: – Control – Hypothesis – Time frame • At least a month • Consider seasonality & industry trends – Method of evaluating results
Conversion Testing Process Choose test landing page Identify the elements that are most effective Select testing variables Test the changes in experiment
What to test? • Home page • Landing pages • Step 1 of conversion funnel • Headline/ promotional text • Prominent images/videos • Case studies/ testimonials • Call to actions
A/B Test Reference
Test Setup - Start • Google. com/websiteoptimizer • Google Account Settings
Test Setup – Create Experiment
Test Setup – Select Test
Test Setup – Identify Pages 1 • Choose the page you would like to test 2 • Create alternate versions of your test page at different locations 3 • Identify a conversion page (must be on same domain)
A/B Test Reference Example of landing page
Test Setup – Tracking Tags
Test Setup – Install Tags
Test Setup – Validate • Validate tags are in place • Google checks your code • Preview each page to make sure they are appearing correctly • Post-Validation Options – Traffic allocation – Disable losing test variations
Test Setup – LAUNCH!
Test Results
Advice for Beginners 1. Be patient 2. KISS 3. Focus on pages with most impact – High traffic volume – Key step in funnel 4. Continued improvement should be the goal 5. Get testing!
Which. Test. Won. com? A B Source: Whichtestwon. com
Which. Test. Won. com? A Source: Whichtestwon. com
Which. Test. Won. com? A B Source: Whichtestwon. com
Which. Test. Won. com? A Source: Whichtestwon. com
Which. Test. Won. com? B A Source: Whichtestwon. com
Which. Test. Won. com? B Source: Whichtestwon. com
Which. Test. Won. com? A B Source: Whichtestwon. com
Which. Test. Won. com? B Source: Whichtestwon. com
Conversion Tools • • Google Website Optimizer (blog) GWOtricks. com Live. Ball Visual Website Optimizer Google Analytics (blog) Unbounce Attention Wizard Clicktale
Thank you. Questions?
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