This material was presented at the Google Analytics Master Classes in Singapore and Kuala Lumpur on March 9 & 11 respectively. Rajitha Dahanayake's talk demonstrated how eMarketingEye (a GAAC based out of Sri Lanka) used GA data to optimise Raffle Hotels and Resorts' marketing ROI

1. Let’s Make the Most of Our 15 Mins. Together
1 Why Landing Page Testing is Crucial
2 Stress-free testing with Google
3 Tips and Best Practices

2. Pre‐Click vs. Post‐Click Op>miza>on
Pre‐Click Post‐Click
(SEM, SEO, etc.) (Landing Page OpGmizaGon)
2‐3 minutes, 100% of
pixels, significant
commitment
0‐20 seconds, 100% of
pixels, demonstrated
commitment
0‐3 seconds; 3% of
pixels, no commitment

3. Tes>ng can help Increase ROI and Decrease CPA
Do Nothing Raise Spend Also Raise Conv.
by 50% 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
What other ways can you increase sales by 2.25X with only a 50% increase in ad spend?

4. 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>
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5. Website Op>mizer makes Tes>ng Quick and Easy
Test different variaGons of a page to see which is most effecGve at achieving results
1/3 visitors See what varia>on
14% Add to Cart Is most effec>ve
at geZng results
Visitors arrive
at your site
1/3 visitors
8% Add to Cart
1/3 visitors
25% Add to Cart
Winning
Combo
You test different varia>ons of
a par>cular webpage

6. See Intui>ve Reports of your Results
Original is highlighted
here
Combinations 5 and 7
are the winners
Bars represent relative
improvement

7. How to Test: Step 1
Pick a Page to Test

8. Some Pages Are Be^er Than Others
High
Landing Pages
Previously
Home Pages
Op:mized Pages
Step 1 of Funnels
Traffic
Terms of Use Pages Final Steps of Funnels
Contact Us Pages Ancillary Detail Pages
Low Known Problems with Content High

9. Your Top Landing Pages Report is a Good Star>ng Point

10. Don’t forget your Funnel Visualiza>on Report
Goodbye!
Goodbye!

11. How to Test: Step 2
Get some ideas on what to test
• Headlines
• Images
• Calls to AcGon
• Layout
• Forms
• Office Showdown Courtesy of www.google.com/websiteopGmizer

12. How to Test: Step 3
Go to google.com/websiteopGmizer

13. Click the Start Tes>ng Bu^on

14. A/B Split Tes>ng
Website OpGmizer makes it easy for you to start tesGng quickly with our A/B experiment
creaGon tool
Ideal for:
VS ‐ First Time Testers
‐ Lower Traffic Pages
‐ High Traffic Pages
Version A Version B

15. Enter the Pages you want to Test

16. Copy and Paste Some Code Snippets
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17. Preview and Launch Your Experiment

18. Which A/B Version One? Here’s Version A
Sponsored By:
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

19. Here’s Version B
• Clear Call to AcGon
• Shorter Form
• SGll Room for Further TesGng
©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.
©2009, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

20. Test Multiple Page Sections Simultaneously

21. Multivariate: Test Multiple Sections and
Combinations

22. Multivariate: Test Multiple Sections and
Combinations
2 different headlines
x 3 different images
= 6 possible combinations

23. Website Op>mizer is how Google Op>mizes
23

24. Mul>variate Tes>ng with YouTube
24

25. Text Links ‐ 2 versions of “Sign Up”
Sign Up
SIGN UP
25

26. Top Banner – 3 Different Banner Designs
26

27. Top Banner – Mul>ple Different Calls to Ac>on
Join YouTube Now!
Join the YouTube Community
Create your YouTube Account
Sign up for a YouTube Account
Join and ParGcipate
27

28. Mul>ple Different Banners to Test
28

29. Right‐Column Design – 4 Different Designs
29

30. Right‐Column Design – 4 Different Statements
Want to customize this homepage?
Don’t just watch, parGcipate
Rate and comment on videos
Create playlists
Subscribe to your favorite uploaders
Upload your videos
Be seen around the world
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31. So which one was the
winner?
31

32. Winning Page Increased Conversion by 16%
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33. A Few Tips

34. Evolve Faster than your Compe>>on with Tes>ng
Images courtesy of Sean D’Souza, Chief Brain Auditor – PsychotacGcs.com 34

35. Iterate, Iterate, Iterate!
19% increase
Conversion Rate
13% increase
9% increase
12% increase 64% increase
Sales Your current
After Testing
Sales with out testing conversion
rate
Time
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36. You’re not alone!
• Google.com/websiteopGmizer ‐ Best pracGces and case studies
• Consultants to help you get started
• Blog – websiteopGmizer.blogspot.com
• Website OpGmizer User Forum
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37. Why Hesitate?
Start today at www.google.com/websiteopGmizer
Thank you!
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