By on April 9, 2007

Increase Conversion Rates with the Google Website Optimizer?

18



By Jeff Horsager.

Testing is critical to the success of any marketing campaign. Testing provides actionable data that translates into increased ROI. It is results oriented and provides insights that allow you to improve any marketing campaign in ways that are measurable.

Split Testing and Multivariate Testing

Basic testing of ad campaign elements (such as ad copy) is often done through what is known as split or a/b testing. Split testing is simply testing two advertising elements against each other under similar conditions to see which performs better.

An example of split testing is taking identical PPC ad copy and driving it to two different landing pages to see which page converts better, or creating two PPC ad copy variants and sending them to the same landing page to see which variant gives you a higher CTR (click-through rate).

Multivariate testing is the testing of more than one variable at a time, and requires sophisticated statistical analysis to determine results. Until now, multivariate testing resources were cost prohibitive.

Google Website Optimizer

Website Optimizer is a free multivariate testing application from Google. It allows users to test different combinations of content on a site or landing page with the goal of increased conversion rates. It is available to all AdWords users and provides analytic power on par with any website optimization software package out there.

If you are using PPC or email campaigns to drive users to a landing page with the goal of conversion, Website Analyzer is a godsend. Through well thought out landing page design and testing you can get feedback that will significantly impact conversion rates.

Define Conversion Goals

The first step in testing is defining conversion goals. A landing page should have one central goal – the action you want the visitor to take. This action defines the conversion. This could be a purchase in a transactional campaign, or an email address in a lead generation campaign.

The landing page is what you will be testing, measuring, and tweaking. This is the test page in the optimization experiment. The original content becomes the control, and variants of page elements such as copy and images compete with each other for improved results.

After completing the call to action, users arrive at a conversion page. Usually this page is an acknowledgement that the transaction has occurred, such as a ‘thanks for your order’ message. By definition, any traffic that lands on this page is converted traffic.

Once you have identified your test page and conversion page, decide what elements you want to test.

Deciding Which Elements to Test

Google Website Optimizer allows you to test up to eight elements at a time. Here are a few elements consider testing:

  • Headlines
  • Calls To Action (such as “Buy Now” buttons)
  • Images and Hero Shots (i.e. product images)
  • POA (point of action) assurances such as guarantees
  • Forms
  • Copy

64 Tips for Getting Started with Google Website Optimizer and 101 Easy ways to Use Google Website Optimizer provide more test ideas.

After identifying the test elements, you are ready to set up your experiment.

Setting Up the Test

Prepping your pages for testing involves the insertion of JavaScript tags into your HTML. The Website Optimizer generates this code for you.

On your test page, paste the ‘control script’ code before the closing HTML head tag, and paste the ‘tracker script’ code at the bottom of the page before the closing HTML body tag. Also, place the ‘tracker script’ code before the closing body tag on your conversion page.

Next, place the ‘section script code’ before and after the elements you will be testing and the variations of those elements. As an example, place the code before your original headline and a headline variation that you want to test.

Brian Eisenberg of Future Now has written an excellent white paper called 10 Minutes to Testing that provides a detailed overview of setting up tests with the Website Optimizer.

That’s it. Validate the code and start the test.

Check the Results

Website Optimizer reports are intuitive and provide actionable data you can use to improve your results. Remember to let the test run for long enough to yield results that are statistically valid.

The report consists of two tabs: The ‘combinations’ tab, and the ‘page sections’ tab. Here is a screenshot of the ‘combinations’ page:

combinations_report

This page shows the performance of different combinations of the tested elements. The “combinations” column lists the results of your control page, followed by the best performing combinations in order.

The “estimated conversion rate range” shows how well each combination performed based on the percentage of impressions that resulted in conversions. For example, in this screenshot combination 11 had a 38.9% conversion rate representing a 24.9% improvement over the control page.

The “chance to beat original” is the probability that a particular combination will beat the control. The “chance to beat all” column is the probability that a combination will be more successful than any other combination tested.

The “conversions/ impressions” column enumerates the number of impressions each combination accumulated and how many times those impressions converted.

Here is a screenshot of the ‘Page Sections’ tab:

sections_report

This lists the sections with the biggest impact on results expressed as a “relevancy rating.” The ‘combination page’, by contrast, shows which combination of sections performed best.

Conclusion and Resources

Testing is vital to any advertising campaign. The Google Website analyzer is a free multivariate testing tool that can dramatically increase conversion rates and ROI. You may be surprised at what works and how seemingly small details can make a huge difference.

In addition to the Google Website Optimizer Page, you should check out Future Now’s Google Website Optimizer – 7 Free Resources To Get Started for additional tips.

Happy testing.

[This has been an entry for Marketing Pilgrim's SEM Scholarship contest. Keep up to date with all entries and other marketing news by subscribing to our rss feed.]


Similar Stories in: Pilgrim News | Forward: Email This Post

Similar posts you may like...

18 comments on “Increase Conversion Rates with the Google Website Optimizer?”

  1. Dean Says:

    April 9th, 2007 at 9:53 am

    hmmm, I swear I’ve seen this before…oh yes it was on services.google.com/websiteoptimizer/ :P

  2. Stephanie Cockerl Says:

    April 11th, 2007 at 9:32 pm

    This will be interesting to see what impact Website Optimizer will make on conversions. Can this also be used with traditonal campaigns via Cross Channel Tracking?

  3. Jeff Horsager Says:

    April 12th, 2007 at 5:33 pm

    Stephanie, you can use GWO for any marketing campaign that has a defined conversion activity (like a purchase, sign up, or download). Traffic can come from any marketing channel, whether it’s a PPC ad or a URL on a billboard. GWO is specifically designed to test intra-page variables (like copy and graphics) and how those variables individually and collectively effect the conversion rate of that page.

    The tool doesn’t factor in how traffic came to the page. Certainly the marketing pathway is critical feedback for any marketer, but to test such a pathway you are better off with a tool like Google Analytics or WebTrends.

    The type of traffic significantly impacts conversion rates. Ideally, you would want to test a very focused landing page that is tailored to one specific type of traffic. Many marketers will create separate landing pages for each type of campaign. Not only does this increase relevancy and targeting, but it also filters out confounding variables like variations in traffic when trying to test conversion rates.

    Sorry to be so long winded.

    Jeff

  4. Conversion Rate Squirrel Says:

    April 16th, 2007 at 8:20 am

    Hi Jeff,

    Great review, and thanks for referencing my ’101 Easy ways to Use Google Website Optimizer’ article.

    I’m delighted people are as excited as me about Google Website Optimizer and multivariate testing.

    Conversion rate optimization is a massive opportunity for webmasters that spend all their time (and money) looking for ways to drive more traffic.

    Regarding Stephanie’s point about the marketing pathway…

    “Can this also be used with traditional campaigns via Cross Channel Tracking?”

    And your response…

    “The tool doesn’t factor in how traffic came to the page.”

    It’s worth knowing that there are (more expensive) multivariate testing tools that do have this feature. See: http://offermatica.com/whatis-1.0.html#customersegmenttargeting for example.

    Yours Conversionally,

    Conversion Rate Squirrel

  5. Increase Roi With Split And Multivariate Testing » Lexus Blogs - Business Marketing Solutions Says:

    April 16th, 2007 at 3:01 pm

    [...] If you can measure it, you can improve it. That is the maxim of online testing. Those who test their advertising campaigns can see ROI double, or even triple. Testing will increase conversion rates. There is no such thing as “good enough.” You should always be testing and improving your campaigns. [...]

  6. site2 » Blog Archive » Building Landing Pages that Convert by Jeff Horsager Says:

    April 16th, 2007 at 7:39 pm

    [...] This article outlines a few guidelines to consider when designing a landing page, but there is no substitute for testing. If you can measure it, you can improve it. You can dramatically increase conversion rates through testing with the Google Website Optimizer. [...]

  7. Marketing Pilgrim announces SEM Scholarship fab five finalists » SEM Training & Certification Says:

    May 15th, 2007 at 3:05 pm

    [...] AIDS Clickathon – A Viral Marketing Strategy to Fight the HIV/AIDS Virus in Africa Have Your Top Competitors Do Some Of Your SEO For You The 7 Deadly Sins that Hurt You as an SEO or SEM Big SEO Projects – A Strategy To Get Them Increase Conversion Rates with the Google Website Optimizer? [...]

  8. Marketing Pilgrim Announces SEM Finalists - TheVanBlog Says:

    May 16th, 2007 at 4:33 pm

    [...] Increase Conversion Rates with the Google Website Optimizer? [...]

  9. Harry Says:

    May 18th, 2007 at 5:11 am

    It’s worth bearing in mind that Google Website Optimizer is just one way of improving clickthroughs. Other techniques – like user testing – looks at the humans behind the clicks.

    If you understand your customers then you are well on the way to sucess. GWO only gives you a fairly limited picture. An extremely useful one, but limited nonetheless.

    Read a blog post about this here:
    http://www.90percentofeverything.com

  10. » Final Five for $10,000 SEM Scholarship Says:

    May 23rd, 2007 at 10:05 am

    [...] Increase Conversion Rates with the Google Website Optimizer? – Jeff Horsager [...]

  11. Web Super Shop Staff Blogg Says:

    August 4th, 2007 at 12:26 am

    [...] there is no substitute for testing. If you can measure it, you can improve it. You can dramatically increase conversion rates through testing with the Google Website Optimizer. Layout Landing pages work best when designed [...]

  12. Today: Free Google Website Optimizer Tutorial Says:

    October 30th, 2007 at 12:48 pm

    [...] why all of these people are taking action with Google Website Optimizer. So can [...]

  13. Today: Free Google Website Optimizer Tutorial Says:

    November 25th, 2007 at 3:33 am

    [...] «onlinetrafficstrategies.blogspot.com» «www.wildapricot.com» «www.marketingpilgrim.com» «www.billhartzer.com» «www.lunametrics.com» [...]

  14. Business Daily News » Today: Free Google Website Optimizer Tutorial Says:

    November 27th, 2007 at 12:04 am

    [...] «onlinetrafficstrategies.blogspot.com» «www.wildapricot.com» «www.marketingpilgrim.com» «www.billhartzer.com» «www.lunametrics.com» [...]

  15. SEM Scholarship, and the winner is……………… » SEM Training & Certification Says:

    August 9th, 2008 at 12:22 am

    [...] Jeff Horsager, a copywriter who specializes in online and direct marketing, with the article “Increase Conversion Rates with the Google Website Optimizer“. Interestingly enough there was a tie in the second sem scholarship contest with CK Chung [...]

  16. google chrome › Increase ROI with Online Testing Says:

    October 6th, 2008 at 11:48 pm

    [...] my article on increasing conversion rates with Google Website Optimizer for more testing tips. GrokDotCom has a wealth of information and [...]

  17. Brian Kirk Says:

    October 18th, 2008 at 8:38 pm

    I am interested in making sure that my Web-Site, stockgravity.com is as optimized as it should be.
    Thank you,
    Brian Kirk

  18. sethuram Says:

    October 24th, 2008 at 2:50 am

    Very good article !!

    sethuram’s last blog post..Chandrayaan Launch Video