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Timo Josten, Google Analytics Partner Program Manager, discusses the importance of optimising sites and landing pages for the post-click experience. These slides were presented at the "GoMeasure with Google Analytics" events held in Singapore (Sep 6 2011) and Kuala Lumpur (Sep 8 2011).
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Optimizing for the Post-Click Experience Timo Josten Partner Program Manager, Google Analytics
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Google Confidential and Proprietary 2
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
Google Confidential and Proprietary
Optimizing for the Post-Click Experience?
Testing
4
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
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
5
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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
www.google.com/analytics
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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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