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Website Conversion Testing: Google Website Optimizer Brent Ludtke

Website Conversion Testing: Google Website Optimizer Brent Ludtke

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Page 1: Website Conversion Testing: Google Website Optimizer Brent Ludtke

Website Conversion Testing:Google Website Optimizer

Brent Ludtke

Page 2: 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

Inbound Traffic Split Testing Landing Page Conversion

Page 3: Website Conversion Testing: Google Website Optimizer Brent Ludtke

What is your website’s purpose?

Page 4: Website Conversion Testing: Google Website Optimizer Brent Ludtke

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

Page 5: Website Conversion Testing: Google Website Optimizer Brent Ludtke

A/B Test

Source: whichtestwon.com

Page 6: Website Conversion Testing: Google Website Optimizer Brent Ludtke

Multivariate Test

HEADINGIMAGE

CALL TO ACTION

9 Combinations

H1-I1-C1

H1-I1-C2

H1-I2-C2

H1-I2-C1

H2-I1-C1

H2-I1-C2

H2-I2-C2

H2-I2-C1

H2-I2-C2

Page 7: Website Conversion Testing: Google Website Optimizer Brent Ludtke

Google Website Optimizer

• Free tool• Google Analytics

• Refine ideas• Test tactics• Enhance visitor

experience• Increase

conversions

Page 8: Website Conversion Testing: Google Website Optimizer Brent Ludtke

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

Page 9: Website Conversion Testing: Google Website Optimizer Brent Ludtke

Conversion Testing Process

Choose test landing page

Select testing variables

Test the changes in experiment

Identify the elements that are

most effective

Page 10: Website Conversion Testing: Google Website Optimizer Brent Ludtke

What to test?

• Home page• Landing pages• Step 1 of conversion

funnel

• Headline/ promotional text

• Prominent images/videos• Case studies/

testimonials• Call to actions

Page 11: Website Conversion Testing: Google Website Optimizer Brent Ludtke

A/B Test Reference

Page 12: Website Conversion Testing: Google Website Optimizer Brent Ludtke

Test Setup - Start

• Google.com/websiteoptimizer• Google Account Settings

Page 13: Website Conversion Testing: Google Website Optimizer Brent Ludtke

Test Setup – Create Experiment

Page 14: Website Conversion Testing: Google Website Optimizer Brent Ludtke

Test Setup – Select Test

Page 15: Website Conversion Testing: Google Website Optimizer Brent Ludtke

Test Setup – Identify Pages

1

•Choose the page you would like to test

2

•Create alternate versions of your test page at different locations

3

•Identify a conversion page (must be on same domain)

Page 16: Website Conversion Testing: Google Website Optimizer Brent Ludtke

A/B Test Reference

Example of landing page

Page 17: Website Conversion Testing: Google Website Optimizer Brent Ludtke

Test Setup – Tracking Tags

Page 18: Website Conversion Testing: Google Website Optimizer Brent Ludtke

Test Setup – Install Tags

Page 19: Website Conversion Testing: Google Website Optimizer Brent Ludtke

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

Page 20: Website Conversion Testing: Google Website Optimizer Brent Ludtke

Test Setup – LAUNCH!

Page 21: Website Conversion Testing: Google Website Optimizer Brent Ludtke

Test Results

Page 22: Website Conversion Testing: Google Website Optimizer Brent Ludtke

Advice for Beginners

1. Be patient2. KISS3. Focus on pages with most impact – High traffic volume– Key step in funnel

4. Continued improvement should be the goal5. Get testing!

Page 23: Website Conversion Testing: Google Website Optimizer Brent Ludtke

WhichTestWon.com?

Source: Whichtestwon.com

BA

Page 24: Website Conversion Testing: Google Website Optimizer Brent Ludtke

WhichTestWon.com?

Source: Whichtestwon.com

A

Page 25: Website Conversion Testing: Google Website Optimizer Brent Ludtke

WhichTestWon.com?

Source: Whichtestwon.com

BA

Page 26: Website Conversion Testing: Google Website Optimizer Brent Ludtke

WhichTestWon.com?

Source: Whichtestwon.com

A

Page 27: Website Conversion Testing: Google Website Optimizer Brent Ludtke

WhichTestWon.com?

Source: Whichtestwon.com

B

A

Page 28: Website Conversion Testing: Google Website Optimizer Brent Ludtke

WhichTestWon.com?

Source: Whichtestwon.com

B

Page 29: Website Conversion Testing: Google Website Optimizer Brent Ludtke

WhichTestWon.com?

Source: Whichtestwon.com

BA

Page 30: Website Conversion Testing: Google Website Optimizer Brent Ludtke

WhichTestWon.com?

Source: Whichtestwon.com

B

Page 32: Website Conversion Testing: Google Website Optimizer Brent Ludtke

Thank you. Questions?