3. INTRO
A powerful technique used to increase your websites ability
to turn visitors into customers.
Can be used for any product, service, or offer where the
desired outcome is the completion of an action.
Test multiple versions of something to discover which one
leads to higher overall outcome of your target conversion
Simply put: Testing = More Money
Presented by: @Nick_Eubanks
4. CONVERSION RATES – WHAT IT MEANS
Conversion rate simply means the percentage of your visitors that end up
reaching a goal within a set amount of time.
Photo Source: conversion-rate-experts.com
Presented by: @Nick_Eubanks
5. WHAT IS A SPLIT TEST?
Testing multiple versions of the same element, common elements include:
• Headline
• Page copy
• Images
• Prices
• Offers
• Buttons
• Etc.
Photo Source: splittesting.com
Presented by: @Nick_Eubanks
6. WHY YOU NEED TO INCREASE CONVERSION RATES
1. Always Room for Improvement
2. PPC traffic will continue to become more competitive
3. Some Tools are FREE and Relatively Simple!
4. If you DOUBLE your conversion rate, you decrease your CPA by 50%!
What can you do with a 50% lower CPA?
• Spend more on traffic!
• Test alternate advertising channels!
• Get that re-design you so desperately need!
Presented by: @Nick_Eubanks
7. HOW TO THINK ABOUT TESTING – LANDING PAGE 101
Small Changes can make a big difference
• Who are you selling to? (personas)
• What are the top 5 points you want to communicate?
• Identify your highest profit products or services
• What are the customers’ Benefits? Prove it!
Photo Source: wikipedia.org
Presented by: @Nick_Eubanks
8. MESSAGING TO TEST
• Core value proposition
• Supporting evidence
• Pricing
• Offers
• Social proof
• Alternate messaging…
Photo Source: marketingmo.com
• Social Proof: “Over 30% of so and so found…”
• Fear: “Don’t miss out, Stop losing money/customers/etc…”
• Domain Expertise: “8 out of 10 leading widget makers agree…”
Presented by: @Nick_Eubanks
10. FOR YOUR FIRST TEST
• Create a list of high traffic (relative) established pages
• Find the „weakest link‟
• Formulate some hypotheses
• Identify elements to test (refer to previous slide)
• Be realistic! (and use the Calculator)
https://www.google.com/analytics/siteopt/siteopt/help/calculator.html
Presented by: @Nick_Eubanks
11. SETTING UP YOUR EXPERIMENT
• Choose your test page
• IMPORTANT! Duplicate this page and change the elements you have
identified to test – DO NOT START WITH NEW PAGE
• Choose your conversion page
• Decide how much traffic you want to „test‟
Presented by: @Nick_Eubanks
12. ADDING EXPERIMENT TAGS
You must add the GWO generated code snippets to your experiment
pages, this includes:
• Your control page (current existing page you are testing)
• Your variation page (the new page with your content variations o
it)
• Your conversion page (the page that is served when a visitor
completes your desired conversion offer)
All snippets are simple to cut and paste into the <head> of your
pages
Once you have installed the scripts onto the pages, click “Validate
Pages” inside your GWO experiment.
JUST USE WORDPRESS!
OR
http://wordpress.org/extend/plugins/google-website-optimizer-for-wordpress/
Presented by: @Nick_Eubanks
13. WITH WORDPRESS
• Still need to use GWO
through web browser
• Grab test ID and GWO
account ID
• Choose whether a test page
or goal page
• Provides ability to use a link
click as a conversion goal
• Makes it very easy to create
multiple sections in one
page/post
• Must tag link as conversion
link – can be easily done in
page WYSIWYG
14. WITHOUT WORDPRESS
<head>
• GWO will generate the <!-- Google Website Optimizer Control Script -->
<script>
snippets for control, function utmx_section(){}function utmx(){}
variation, and conversions ... More contents of your control script ...
'" type="text/javascript" charset="utf-
pages 8"></sc'+'ript>')})();
</script>
<!-- End of Google Website Optimizer Control
• Simply copy and paste Script -->
<!-- Google Website Optimizer Tracking Script --
into <head> then validate >
<script type="text/javascript">
•
... More contents of your test page's tracking
Possible to add script ...
conversion tracking to s.parentNode.insertBefore(ga, s);
})();
</script>
links only but requires <!-- End of Google Website Optimizer Tracking
Script -->
addition of onclick="return ... Any other contents in your header section ...
ConversionCount(this);”
into <a> </head>
15. EDITING OR REMOVING A VARIATION
Before you start running your experiment (no problem)
• Go to the experiments main page
• Click “view or edit” in Step 3
After you‟ve started your experiment (shitty)
• Can‟t edit or remove a variation as would compromise
experiment data
• Must stop the experiment, make change(s) and start
over…
Presented by: @Nick_Eubanks
16. PREVIEWING & STARTING YOUR EXPERIMENT
• Created your variations and tagged your pages? BLAM!
• Check out your variations using the “preview” link on your „Review &
Launch‟ page
• Limit how many people participate using „Total traffic sent‟ prompt
• Phase out poorly performing variations by setting „auto-disable losing
variations‟ to „ON‟
• Aggressive vs. Conservative Filter
Presented by: @Nick_Eubanks
17. RUNNING THE EXPERIMENT
• Yellow is your
friend
• Disabling is
FOREVER
• Copy and try
again
• When in doubt,
do nothing!
Presented by: @Nick_Eubanks
18. WEBSITE OPTIMIZER + ANALYTICS
• Since optimizer script is placed immediately after
<head> and analytics script is placed
immediately before </head> they can coexist
peacefully
• If using same account for both, „setAccount‟
value will be the same
• Make sure your GWO experiment ID is listed
correctly after „trackPageview‟
• IMPORTANT: if code is on a variation page
experiment ID must be followed by /test, if code
is on a conversion page experiment ID must be
followed by/goal
Presented by: @Nick_Eubanks
19. KEY TAKEAWAYS
• KEEP IT SIMPLE!!
• Don’t Assume, Test!
• If there’s only ONE target conversion point -
Test ONLY ONE variation at a time
• Be patient – testing takes time
• When in doubt – DO NOTHING
• Don’t change anything on your control
page
• Let your test complete! Even if it is on track
and likely to win
Presented by: @Nick_Eubanks
20. Connect with me: linkedin.com/in/nickeubanks
Follow me: @Nick_Eubanks