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Website Conversion Testing: Google Website Optimizer

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.

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Website Conversion Testing: Google Website Optimizer

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  1. Website Conversion Testing:Google Website Optimizer Brent Ludtke

  2. 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

  3. What is your website’s purpose?

  4. 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

  5. A/B Test Source: whichtestwon.com

  6. Multivariate Test HEADING IMAGE CALL TO ACTION

  7. Google Website Optimizer • Free tool • Google Analytics • Refine ideas • Test tactics • Enhance visitor experience • Increase conversions

  8. 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

  9. Conversion Testing Process

  10. What to test? • Home page • Landing pages • Step 1 of conversion funnel • Headline/ promotional text • Prominent images/videos • Case studies/ testimonials • Call to actions

  11. A/B Test Reference

  12. Test Setup - Start • Google.com/websiteoptimizer • Google Account Settings

  13. Test Setup – Create Experiment

  14. Test Setup – Select Test

  15. Test Setup – Identify Pages

  16. A/B Test Reference Example of landing page

  17. Test Setup – Tracking Tags

  18. Test Setup – Install Tags

  19. 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

  20. Test Setup – LAUNCH!

  21. Test Results

  22. Advice for Beginners • Be patient • KISS • Focus on pages with most impact • High traffic volume • Key step in funnel • Continued improvement should be the goal • Get testing!

  23. WhichTestWon.com? A B Source: Whichtestwon.com

  24. WhichTestWon.com? A Source: Whichtestwon.com

  25. WhichTestWon.com? A B Source: Whichtestwon.com

  26. WhichTestWon.com? A Source: Whichtestwon.com

  27. WhichTestWon.com? B A Source: Whichtestwon.com

  28. WhichTestWon.com? B Source: Whichtestwon.com

  29. WhichTestWon.com? A B Source: Whichtestwon.com

  30. WhichTestWon.com? B Source: Whichtestwon.com

  31. Conversion Tools • Google Website Optimizer (blog) • GWOtricks.com • LiveBall • Visual Website Optimizer • Google Analytics (blog) • Unbounce • Attention Wizard • Clicktale

  32. Thank you. Questions?

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