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
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>
4
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
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
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
35