Getting Started with Google Website Optimizer

Google Website Optimizer 101February 2010

Adam Wareadam@swellpath.com@wheresitworking

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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About Adam (@wheresitworking)

• Principal at SwellPath Interactive, a boutique digital marketing agency in Portland, Oregon•Analytics pro with enterprise level experience with Google Analytics, Omniture, and Webtrends•Site usability and conversion optimization master

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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What is Optimization?

•Testing and refining content and design elements on your website through a calculated process

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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Why Optimize?

•Optimization enables you to enhance visitor experience and increase conversions

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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Basic Process Flow

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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Google Website Optimizer Basics

• Launched in October 2006• Tied into the Google Analytics accounts you have admin access to• Requires tagging on any pages being tested, and conversion pages• Relatively easy to deploy and administer

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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First Step: Determine and Define the Test• Identify what page you want to test•Make sure there is a clearly defined conversion event• Is this an A/B or multivariate test?

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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A/B Tests

• Testing 2 or more versions of a page with significantly different layouts or design

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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A/B Example

A B

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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Multivariate Tests

• Testing multiple variations of 1 or more elements of a page

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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Multivariate Example

3

= 18 variations

3 2xx

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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Next Step: Implementing Code

•Multiple code implementations on test and conversion pages• Look into plugin or built-in functionality (e.g. Wordpress, Magento)

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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Code Validation

•Google checks your code for you!

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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Preview

• Preview mode allows you to check all variations

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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Other Final Options

• Traffic allocation•Disable losing variations

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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Launch!

•And wait for data….

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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Monitoring & Reporting

• The fun part….

•Combinationperformance

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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Monitoring & Reporting

•Section performance

Google Website Optimizer 101 | Copyright © 2010 SwellPath Interactive

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Resources

• Main support section:http://www.google.com/support/websiteoptimizer/

• Support forums:http://www.google.com/support/forum/p/websiteoptimizer/

• Website Optimizer Blog:http://websiteoptimizer.blogspot.com/

Thanks!

Adam Wareadam@swellpath.com@wheresitworking