Taming The HiPPO

Google Confidential and Proprietary 1

Google Website OptimiserTaming the HiPPO

Jon DayGoogle Analytics Specialist Australia & New Zealand

Let’s Make the Most of Our 15 Mins. Together

Tips and Best Practices3

Why Landing Page Testing is Crucial1

Stress-free testing with Google2

Where does Website Optimiser fit in?

Website Optimiser

Web Analytics Process

Pre-Click vs. Post-Click Optimisation

0-3 seconds; 3% of pixels, no commitment

0-20 seconds, 100% of pixels, demonstrated commitment

2-3 minutes, 100% of pixels, significant commitment

Pre-Click(SEM, SEO, etc.)

Post-Click(Landing Page Optimization)

Do Nothing Raise Spend by 50%

Also Raise Conv. 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

Testing can help Increase ROI and Decrease CPA

What other ways can you increase sales by 2.25X with only a 50% increase in ad spend?

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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>

Website Optimiser makes Testing Quick and Easy

Test different variations of a page to see which is most effective at achieving results

1/3 visitors

1/3 visitors

1/3 visitors

Winning Combo

8% Add to Cart

14% Add to Cart

25% Add to Cart

Visitors arrive at your site

You test different variations of a particular webpage

See what variationIs most effectiveat getting results

Combinations 5 and 7 are the winners

Combinations 5 and 7 are the winners

Bars represent relative improvement

Bars represent relative improvement

Original is highlighted here

Original is highlighted here

See Intuitive Reports of your Results

Pick a Page to Test

How to Test: Step 1

Traffi

c

Known Problems with ContentLow High

High

Landing Pages

Home Pages

Step 1 of Funnels

Previously

Optimized Pages

Final Steps of Funnels

Ancillary Detail Pages

Terms of Use Pages

Contact Us Pages

Some Pages Are Better Than Others

Your Top Landing Pages Report is a Good Starting Point

Don’t forget your Funnel Visualisation Report

Goodbye!

Goodbye!

Get some ideas on what to test

How to Test: Step 2

• Headlines

• Images

• Calls to Action

• Layout

• Forms

• Office Showdown Courtesy of www.google.com/websiteoptimizer

Click the Start Testing Button

A/B Split Testing

Website Optimiser makes it easy for you to start testing quickly with our A/B experiment creation tool

Version A Version B

Ideal for:

- First Time Testers

- Lower Traffic Pages

- High Traffic Pages

VS

Enter the Pages you want to Test

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Copy and Paste Some Code Snippets

Preview and Launch Your Experiment

Which A/B Version One? Here’s Version A

©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

Sponsored By:

Here’s Version B

©2009, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved. ©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

• Clear Call to Action

• Shorter Form

• Still Room for Further Testing

Test Multiple Page Sections Simultaneously

Multivariate: Test Multiple Sections and Combinations

Multivariate: Test Multiple Sections and Combinations

2 different headlines

x 3 different images

= 6 possible combinations

Website Optimiser is how Google Optimises

Original Picasa download page

Case Study: 3 areas of focus + 4 simple hypothesis …

Hypothesis #1:

It is always better to describe user

benefits than product features

Hypothesis #2:

Links receive more clicks than buttons

Hypothesis #3:

“Free” offers are more desirable than “trial” offers

Hypothesis #4:

If you have an attractive product, flaunt it

Case Study: Three simple experiments

OR?

OR?

OR?

Find, organize and share your

photos.

Original (A)

The easy way to share and

manage your photos.

No Picture

New (B)

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So which one was the winner?

Case Study: Assumptions were wrong

Hypothesis #1:

It is always better to describe user

benefits than product features

Hypothesis #2:

Links receive more clicks than buttons

Hypothesis #3:

“Free” offers are more desirable than “trial” offers

Hypothesis #4:

If you have an attractive product, flaunt it

☒

☒

☒

☒

Case Study: Simple test increased downloads by 30%

New Picasa download page

New page increased conversions by 30%

A Few Tips

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Evolve Faster than your Competition with Testing

Images courtesy of Sean D’Souza, Chief Brain Auditor – Psychotactics.com

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Iterate, Iterate, Iterate!

Time

Con

vers

ion

Rat

e

Your currentconversion rate

Sales with out testing

12% increase

9% increase

13% increase

19% increase

SalesAfter Testing

64% increase

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• Google.com/websiteoptimizer - Best practices and case studies

• Consultants to help you get started

• Blog – websiteoptimizer.blogspot.com

• Website Optimizer User Forum

You’re not alone!

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Why Hesitate?

Start today at www.google.com/websiteoptimizer

Thank you!