Conversion and Landing Page Optimization -- Pubcon South 2011

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CONVERSION AND LANDING PAGE OPTIMIZATION

PUBCON SOUTHMARCH 9, 2011

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USING GOOGLE WEBSITE OPTIMIZER (GWO)

HOW TO USE GWO

• MarketingProfs Take 10 Video Tutorial

http://www.marketingprofs.com/marketing/online-seminars/359

THINGS TO TEST

• Form on every page• Button colors• Page layout• Titles• Copy• Images • Video

EXAMPLE OF GWO TESTING

EXAMPLE OF GWO REPORT

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FACEBOOK AND GWO

WHY IFRAMES MATTER

• Ad respondents in Facebook tend to convert better within Facebook

• Puts control back in the hands of the marketer– Use dynamic programming languages (PHP,

ASP.net, etc.) – Track pages via Google Analytics– Run Google Website Optimizer experiments

inside of the iFrame– Track your own conversions

HOW TO SET UP FACEBOOK LANDING PAGE TESTS WITH GWO

1. Create the page that will be the “canvas” of the iFrame page.a. Be sure to add Google

Analytics tracking to the page!b. Set up goals in Google

Analytics.2. Create your Facebook iFrame tab.

(http://blog.search-mojo.com/2011/02/14/how-to-create-an-iframe-based-facebook-tab-page/)

3. Start a GWO experiment and edit your canvas page with the GWO code.

FACEBOOK GWO EXAMPLE

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GOING BEYOND GWO

GWO: ONLY HALF OF THE STORY

• Google Website Optimizer currently does not evaluate winners v. losers based on revenue– Only based on conversions– Each conversion has a different value in

ecommerce

CREATE A CUSTOM GOOGLE ANALTYICS REPORT

1. Create new custom report.2. Metric: Revenue

Dimensions: Landing Page

POINTS TO REMEMBER…

• To use this method coupled with GWO for autoserving of variations:– Use GWO with A|B, not multivariate• Need different URLs to track in Analytics

– Same can be done with goals

CONTACT

Janet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101

LinkedIn: www.linkedin.com/in/janetdriscollmillerTwitter: @janetdmillerFacebook: www.facebook.com/SearchMojoQuora: janetdmiller