08 GoMeasure (sg and kl) - optimising for the post click experience - timo josten - google
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08 GoMeasure (sg and kl) - optimising for the post click experience - timo josten - google
- 1. Optimizing for the Post-Click Experience Timo Josten Partner Program Manager, Google Analytics twitter.com/strudelmeister conversionroom-japac.blogspot.com
- 2. 1 What Do We Mean? 2 Why Should You Care? 3 Really? Really. 4 How? Google Confidential and Proprietary 2
- 3. There are two basic ways to increase your online presence: Drive more traffic to your Website Improve your Website
- 4. Optimizing for the Post-Click Experience? Testing Testing is really about Conversion Optimization Conversion Optimization is everything you do to optimize the performance of your site in terms of conversion This could involve using Google Website Optimizer, improving landing pages or reducing the latency of your site Google Confidential and Proprietary 4
- 5. Why are people having a hard time improving? DON’T KNOW • “Online is growing; we’re doing fine” DON’T CARE • “I know the site sucks, but senior management has other priorities” LACK SKILLS • “What’s a multivariate test?” Google Confidential and Proprietary 5
- 6. How do I do this? Where to start? Google Confidential and Proprietary 6
- 7. Google Confidential and Proprietary 7
- 8. What to test - the quick answer Start testing where you are losing the most money! $$$ $ $$$ $ Google Confidential and Proprietary 8
- 9. Use Analytics Data to Indentify Opportunity FIND • Use analytics data to find the pages with the biggest problems PRIORITIZE • Start to fix the pages first that are losing you the most revenue • For example: landing pages with the highest bounce rate www.google.com/analytics Google Confidential and Proprietary 9
- 10. Where to Start? High Homepage FAQ Category Pages Landing Pages Traffic Product / Service Contact Details Search Results Pages Checkout Process / Terms of Use Shopping Basket Lead generation forms Low High Importance for CR Google Confidential and Proprietary 10
- 11. Media Button Google Confidential and Proprietary 11
- 12. 24 combinations tested…. Media: Button: 1. Get Involved 1. Sign Up Image 2. Learn More 2. Family Image 3. Join Us Now 3. Change Image 4. Sign Up Now 4. Barack s Video 5. Springfield Video 6. Sam s Video Google Confidential and Proprietary 12
- 13. Experiment results Google Confidential and Proprietary 13
- 14. $500m raised online Google Confidential and Proprietary 14
- 15. 6 Things to keep in Mind Background
- 16. Rule out Low-Quality Traffic 1 Find out where traffic to your landing pages come from so you (a) know if the page is worth optimizing, and (b) who you will be optimizing for. Google Confidential and Proprietary 16
- 17. Traffic & Duration 2 Test landing pages that get a significant amount of traffic. Prioritize based on the impact they have on the performance of your business. Google Confidential and Proprietary 17
- 18. Think BIG! Then Refine 3 Consider starting with an A/B test where your alternative page looks totally different from your original. Then run ‘smaller’ tests to refine the winner! Google Confidential and Proprietary 18
- 19. Where do Users leave your site? 4 Perhaps your landing page is not the problem, but the rest of your site is. Look at your Web Analytics data to find out where visitors actually leave your site before starting to optimize high traffic landing pages! Google Confidential and Proprietary 19
- 20. Competitor Analysis 5 Are your products and services on par with those of your competitors? Before you start optimizing your landing pages make sure you check out your competitors to see what they are offering and if you need to make changes to your offers or strategic positioning first Google Confidential and Proprietary 20
- 21. Ensure Accuracy of Your Data 6 A test is worthless if: You’re not properly tracking what is going on on your site before, during, or after your test. Google Confidential and Proprietary 21
- 22. Take-Away: If you’re currently not testing, START TESTING! Prioritize: Start where you are losing money Ask your visitors. Analyze your data! Don’t just change things because you think it is an improvement. Use Google Website Optimizer: it’s easy to use and free! Talk to our partners, they are the experts! Google Confidential and Proprietary 22
- 23. my.barackobama.com/page/s/analysts-job-application Google Confidential and Proprietary 23