Optimizing for the Post-Click Experience Timo Josten Partner Program Manager, Google Analytics

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1 What Do We Mean?

2 Why Should You Care?

3 Really? Really.

4 How?

There are two basic ways to increase your online presence:

Improve your Website

Drive more traffic to your Website

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Optimizing for the Post-Click Experience?

Testing

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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

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Why are people having a hard time improving?

•  “Online is growing; we’re doing fine”

DON’T KNOW

•  “I know the site sucks, but senior management has other priorities”

DON’T CARE

•  “What’s a multivariate test?”

LACK SKILLS

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How do I do this? Where to start?

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What to test - the quick answer

Start testing where you are losing the most money!

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$ $ $ $ $ $ $ $

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Use Analytics Data to Indentify Opportunity

PRIORITIZE •  Start to fix the pages first that are

losing you the most revenue

•  For example: landing pages with the highest bounce rate

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FIND •  Use analytics data to find the pages

with the biggest problems

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Where to Start?

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Landing Pages

Product / Service Pages

Checkout Process / Lead generation

forms

Homepage

Category Pages

Search Results

Shopping Basket

FAQ

Contact Details

Terms of Use

Importance for CR

Traf

fic

Low

High

High

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Media

Button

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24 combinations tested….

Button: 1. Sign Up 2. Learn More 3. Join Us Now 4. Sign Up Now

Media: 1. Get Involved Image 2. Family Image 3. Change Image 4. Barack’s Video 5. Springfield Video 6. Sam’s Video

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Experiment results

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$500m raised online

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Background 6 Things to keep in Mind

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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.

1 Rule out Low-Quality Traffic

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Test landing pages that get a significant amount of traffic. Prioritize based on the impact they have on the performance of your business.

2 Traffic & Duration

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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!

3 Think BIG! Then Refine

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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!

4 Where do Users leave your site?

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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

5 Competitor Analysis

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A test is worthless if: You’re not properly tracking what is going on on your site before, during, or after your test.

6 Ensure Accuracy of Your Data

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Take-Away:

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If you’re currently not testing, START TESTING!

Ask your visitors. Analyze your data! Don’t just change things because you think it is an improvement.

Prioritize: Start where you are losing money

Use Google Website Optimizer: it’s easy to use and free!

Talk to our partners, they are the experts!

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my.barackobama.com/page/s/analysts-job-application

THANK YOU

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