Taming The HiPPO
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Transcript of Taming The HiPPO
Google Confidential and Proprietary 1
Google Website OptimiserTaming the HiPPO
Jon DayGoogle Analytics Specialist Australia & New Zealand
Let’s Make the Most of Our 15 Mins. Together
Tips and Best Practices3
Why Landing Page Testing is Crucial1
Stress-free testing with Google2
Where does Website Optimiser fit in?
Website Optimiser
Web Analytics Process
Pre-Click vs. Post-Click Optimisation
0-3 seconds; 3% of pixels, no commitment
0-20 seconds, 100% of pixels, demonstrated commitment
2-3 minutes, 100% of pixels, significant commitment
Pre-Click(SEM, SEO, etc.)
Post-Click(Landing Page Optimization)
Do Nothing Raise Spend by 50%
Also Raise Conv. Rate by 50%
Clicks 5,000 7,500 7,500
CPC $0.10 $0.10 $0.10
Cost $500 $750 $750
Conv. Rate 2% 2% 3%
Sales 100 150 225
Increase in Cost - 50% 50%
Sales Impact - 1.5x 2.25x
Testing can help Increase ROI and Decrease CPA
What other ways can you increase sales by 2.25X with only a 50% increase in ad spend?
6
How do you decide what people see after they click?
HiPPO:
“I went to business school, add these 10 bullets and this 2X2 matrix to the page.”
Creative Genius:
I went to design school, remove all those bullets and numbers and just leave the YouTube video
Your customers: <BACK>
Website Optimiser makes Testing Quick and Easy
Test different variations of a page to see which is most effective at achieving results
1/3 visitors
1/3 visitors
1/3 visitors
Winning Combo
8% Add to Cart
14% Add to Cart
25% Add to Cart
Visitors arrive at your site
You test different variations of a particular webpage
See what variationIs most effectiveat getting results
Combinations 5 and 7 are the winners
Combinations 5 and 7 are the winners
Bars represent relative improvement
Bars represent relative improvement
Original is highlighted here
Original is highlighted here
See Intuitive Reports of your Results
Pick a Page to Test
How to Test: Step 1
Traffi
c
Known Problems with ContentLow High
High
Landing Pages
Home Pages
Step 1 of Funnels
Previously
Optimized Pages
Final Steps of Funnels
Ancillary Detail Pages
Terms of Use Pages
Contact Us Pages
Some Pages Are Better Than Others
Your Top Landing Pages Report is a Good Starting Point
Don’t forget your Funnel Visualisation Report
Goodbye!
Goodbye!
Get some ideas on what to test
How to Test: Step 2
• Headlines
• Images
• Calls to Action
• Layout
• Forms
• Office Showdown Courtesy of www.google.com/websiteoptimizer
Click the Start Testing Button
A/B Split Testing
Website Optimiser makes it easy for you to start testing quickly with our A/B experiment creation tool
Version A Version B
Ideal for:
- First Time Testers
- Lower Traffic Pages
- High Traffic Pages
VS
Enter the Pages you want to Test
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Copy and Paste Some Code Snippets
Preview and Launch Your Experiment
Which A/B Version One? Here’s Version A
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
Sponsored By:
Here’s Version B
©2009, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
• Clear Call to Action
• Shorter Form
• Still Room for Further Testing
Test Multiple Page Sections Simultaneously
Multivariate: Test Multiple Sections and Combinations
Multivariate: Test Multiple Sections and Combinations
2 different headlines
x 3 different images
= 6 possible combinations
Website Optimiser is how Google Optimises
Original Picasa download page
Case Study: 3 areas of focus + 4 simple hypothesis …
Hypothesis #1:
It is always better to describe user
benefits than product features
Hypothesis #2:
Links receive more clicks than buttons
Hypothesis #3:
“Free” offers are more desirable than “trial” offers
Hypothesis #4:
If you have an attractive product, flaunt it
Case Study: Three simple experiments
OR?
OR?
OR?
Find, organize and share your
photos.
Original (A)
The easy way to share and
manage your photos.
No Picture
New (B)
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So which one was the winner?
Case Study: Assumptions were wrong
Hypothesis #1:
It is always better to describe user
benefits than product features
Hypothesis #2:
Links receive more clicks than buttons
Hypothesis #3:
“Free” offers are more desirable than “trial” offers
Hypothesis #4:
If you have an attractive product, flaunt it
☒
☒
☒
☒
Case Study: Simple test increased downloads by 30%
New Picasa download page
New page increased conversions by 30%
A Few Tips
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Evolve Faster than your Competition with Testing
Images courtesy of Sean D’Souza, Chief Brain Auditor – Psychotactics.com
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Iterate, Iterate, Iterate!
Time
Con
vers
ion
Rat
e
Your currentconversion rate
Sales with out testing
12% increase
9% increase
13% increase
19% increase
SalesAfter Testing
64% increase
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• Google.com/websiteoptimizer - Best practices and case studies
• Consultants to help you get started
• Blog – websiteoptimizer.blogspot.com
• Website Optimizer User Forum
You’re not alone!
34
Why Hesitate?
Start today at www.google.com/websiteoptimizer
Thank you!