Getting Started with Google Website Optimizer

Google Website Optimizer 101February 2010

Adam [email protected]@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

http://www.swellpath.com/


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What is Optimization?

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


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Why Optimize?

•Optimization enables you to enhance visitor experience and increase conversions


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Basic Process Flow


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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


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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?


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A/B Tests

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


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A/B Example

A B


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Multivariate Tests

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


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Multivariate Example

3

= 18 variations

3 2xx


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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)


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Code Validation

•Google checks your code for you!


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Preview

• Preview mode allows you to check all variations


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Other Final Options

• Traffic allocation•Disable losing variations


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Launch!

•And wait for data….


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Monitoring & Reporting

• The fun part….

•Combinationperformance


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Monitoring & Reporting

•Section performance


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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/

http://www.google.com/support/websiteoptimizer/

http://www.google.com/support/forum/p/websiteoptimizer/

http://www.google.com/support/forum/p/websiteoptimizer/

http://websiteoptimizer.blogspot.com/

Thanks!

Adam [email protected]@wheresitworking

Business

Getting Started with Google Website Optimizer