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The value of site testing
- 1. Presented by #GAUCSydney
- 2. Always be testing Alex Speziali Performance Consultant Google Australia Google Analytics User Conference – Sydney Google Confidential and Proprietary #GAUCSydney 2
- 3. How good is your gut? Version A Version B vs Revenue per visitor +6.3% Source: WhichTestWon.com Google Confidential and Proprietary 3 Google Analytics User Conference – Sydney #GAUCSydney
- 4. Marketers spend $92 to acquire traffic and $1 to optimise it Source: Adobe 2012 Digital Marketing Optimisation Survey Google Confidential and Proprietary 4 Google Analytics User Conference – Sydney #GAUCSydney
- 5. Visitors spend an average of 8 seconds before deciding whether or not to remain on a website Source: MarketingSherpa, Landing Page Handbook, 2005 Google Confidential and Proprietary 5 Google Analytics User Conference – Sydney #GAUCSydney
- 6. What is site testing? Original 1/3 visitors 14% Make Purchase Customers Visit your Website Customers Convert Combo 1 1/3 visitors 20% Make Purchase Combo 2 1/3 visitors 2% Make Purchase Test variations of the same page Google Confidential and Proprietary 6 Google Analytics User Conference – Sydney #GAUCSydney
- 7. HiPPO: Highest Paid Persons Opinion Google Confidential and Proprietary 7 7
- 8. Look at the bottom line It’s easier to double revenue by doubling conversion rates than by trying to double traffic Before Site Testing After Site Testing People who arrive on your site = 10,000 People who arrive on your site = 10,000 People who convert (2%) = 200 People who convert (4%) = 400 Gross profit per sale = $50 Gross profit per sale = $50 Total Return = $10,000 Total Return = $20,000 Google Confidential and Proprietary 8 Google Analytics User Conference – Sydney #GAUCSydney
- 9. Google Confidential and Proprietary 9
- 10. Google Confidential and Proprietary 10
- 11. Google Confidential and Proprietary 11
- 12. Google Confidential and Proprietary 12
- 13. Introducing Google Analytics Content Experiments www.easyjet.co.uk/1 Google Confidential and Proprietary 13 Google Analytics User Conference – Sydney #GAUCSydney
- 14. Introducing Google Analytics Content Experiments Set up Experiments Easily Free! Fully integrated into GA Use GA goal conversions Only one tag per experiment Google Confidential and Proprietary 14 Google Analytics User Conference – Sydney #GAUCSydney
- 15. Pick a good test page • Start with the end in mind • Does the page have a clear goal eg landing pages • Does it have substantial traffic Google Confidential and Proprietary 15
- 16. What should you test? Consider the main barriers to conversion Converted Source: Joshua Porter, Hubspot Google Confidential and Proprietary 16
- 17. What should you test? Focus on site elements that build persuasion and efficiency INCREASE DESIRE - PERSUASION images, offers, USPs, page copy (headlines, buttons), social proof REDUCE EFFORT- EFFICIENCY page layout, navigation, clear call to action, speed Google Confidential and Proprietary 17 Google Analytics User Conference – Sydney #GAUCSydney
- 18. Need inspiration? Google Confidential and Proprietary 18 Google Analytics User Conference – Sydney #GAUCSydney
- 19. Start small, start now vs • 20 minutes to set up • 1 week to collect data • 87.5% lift in clickthroughs Source: WhichTestWon.com Google Confidential and Proprietary 19 Google Analytics User Conference – Sydney #GAUCSydney
- 20. Taking your site revenue to new heights Small improvements, taken together, yield huge results 19% increase Conversion Rate 13% increase 9% increase 12% increase 64% increase Sales Your current After Testing conversion rate Sales without testing Time Google Analytics User Conference – Sydney Google Confidential and Proprietary #GAUCSydney 20
- 21. questions and comments to #GAUCSydney on Google+ and Twitter Google Analytics User Conference – Sydney #GAUCSydney
- 22. Google Analytics User Conference – Sydney #GAUCSydney
Editor's Notes
- 3 things that I want you to leave here with today. The impact of site testingAn understanding of what to testThe ease of implementation
- Beauty is that you don’t have to rely on guesswork. You can The winning version of this test omitted the word ‘Search’ in the search bar itself, and added a button with the ‘Search’ call to action. This gives the visitor more direction and lessens the onus on the visitor to interpret icons, e.g. the magnify glass.As we saw from Dave, search on websites is incredibly important, and optimizing your search bar can be the difference from a conversion and a bounce. Search users are more likely to convert than other traffic, so anything that emphasizes search may help you.All in all, this is a solid example of how design cannot trump usability. If you ask me the search button is way uglier than the sleek little magnifying glass icon, but it doesn’t have as much contrast and so doesn’t spur the user to click there.
- Greater balance in investment between acquisition and optimization is needed to drive higher returns.Landing pages are critical parts of the conversion process.Ads are of limited value if your landing page converts poorly.We want to provide advice to help you improve your landing pages and get more value from your ads"
- Will your HiPPO (highest paid persons opinion) not be convinced? You're not alone. 52% say that testing is not a priority at their company. Testing can be adopted as a form of decision making. Most people in management don’t think their company Web site is really all that bad. And, even if they’ll admit it could be a bit better, they don’t see a direct line between any design flaws and the fact that prospects are leaving in droves and money’s being left on the table. Management expects that even if the site is a bit imperfect, good prospects will dig to find what they want, and anyone who abandons too easily wasn’t worth bothering with. Politics, not a measurable user experience, often determines the design choice of many teams
- If you are not sure what layout, design or content works best, use Content Experiment tool that we have just launched in May. Replacing Google Website Optimizer completely from Aug 1, 2012. ===Content Experiments helps you optimize for goals you have already defined in your Google Analytics account, and can help you decide which page designs, layouts and content are most effective. With Content Experiments, you can develop several versions of a page and show different versions to different visitors. Google Analytics measures the efficacy of each page version, and with a new advanced statistical engine, it determines the most effective version for you as quickly as possible.Introducing GA content experiments Vs GWO, where to access in GA, overview of basic set up, more features coming
- If you are not sure what layout, design or content works best, use Content Experiment tool that we have just launched in May. Replacing Google Website Optimizer completely from Aug 1, 2012. ===Content Experiments helps you optimize for goals you have already defined in your Google Analytics account, and can help you decide which page designs, layouts and content are most effective. With Content Experiments, you can develop several versions of a page and show different versions to different visitors. Google Analytics measures the efficacy of each page version, and with a new advanced statistical engine, it determines the most effective version for you as quickly as possible.In conclusion, Google Content Experiments is a tool most suitable for those just starting out with A/B testing and conversion rate optimization. It has all that any beginner would require to understand how CRO works and what it can do for an online business.However, if you test regularly and have a website with a large number of daily or monthly visitors, you’d be well advised to go for a full fledged A/B split and Multivariate testing alternative like Visual Website Optimizer. GCE is still evolving and we are sure newer features will be rolled out in the coming days as the team behind it collects user feedback, but until then your business will need a more robust package that handles all your testing needs effortlessly.
- Fundamentally, there are two ways to boost checkout conversion: increasing people’s desire to buy (persuasion) and reducing the effort required to make a purchase (efficiency) as the image below (originally crafted by Joshua Porter) illustrates. Marketing and sales teams have employed persuasive techniques to increase purchases long before digital shopping ever came along. But over the years, several of these techniques have also made their way into online checkout forms.USPs – reaffirm your brand and site purposePage copy - Use BIG HEADLINES that explain what visitors can expect on your siteBe mindful: we suffer from expert blindnessMake your users feel comfortable about making decisions and helping them act on them.Read more: http://wallblog.co.uk/2012/05/21/accessibility-kicks-the-arse-of-superiority-the-art-of-persuasive-digital-engagement/#ixzz27fcG68QC
- There’s no silver bullet. Fundamentally, there are two ways to boost checkout conversion: increasing people’s desire to buy (persuasion) and reducing the effort required to make a purchase (efficiency) as the image below (originally crafted by Joshua Porter) illustrates. Marketing and sales teams have employed persuasive techniques to increase purchases long before digital shopping ever came along. But over the years, several of these techniques have also made their way into online checkout forms.USPs – reaffirm your brand and site purposePage copy - Use BIG HEADLINES that explain what visitors can expect on your site
- Steve Krug’s book – originally released in 2000, but still as relevant today as always