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
What is your website’s purpose?
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
A/B Test
Source: whichtestwon.com
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
Google Website Optimizer
• Free tool• Google Analytics
• Refine ideas• Test tactics• Enhance visitor
experience• Increase
conversions
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
Conversion Testing Process
Choose test landing page
Select testing variables
Test the changes in experiment
Identify the elements that are
most effective
What to test?
• Home page• Landing pages• Step 1 of conversion
funnel
• Headline/ promotional text
• Prominent images/videos• Case studies/
testimonials• Call to actions
A/B Test Reference
Test Setup - Start
• Google.com/websiteoptimizer• Google Account Settings
Test Setup – Create Experiment
Test Setup – Select Test
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)
A/B Test Reference
Example of landing page
Test Setup – Tracking Tags
Test Setup – Install Tags
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
Test Setup – LAUNCH!
Test Results
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!
WhichTestWon.com?
Source: Whichtestwon.com
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WhichTestWon.com?
Source: Whichtestwon.com
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WhichTestWon.com?
Source: Whichtestwon.com
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WhichTestWon.com?
Source: Whichtestwon.com
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Source: Whichtestwon.com
B
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Source: Whichtestwon.com
B
WhichTestWon.com?
Source: Whichtestwon.com
BA
WhichTestWon.com?
Source: Whichtestwon.com
B
Conversion Tools
• Google Website Optimizer (blog)• GWOtricks.com • LiveBall• Visual Website Optimizer• Google Analytics (blog)• Unbounce• Attention Wizard• Clicktale
Thank you. Questions?
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