Google’s Conversion University - Outcomes
July 12, 2008 by Mark
Filed under Leadership
Helpful information from Google on many conversion techniques…
We now move on to “Outcomes” which is further broken down into;
- Website Optimizer Overview: “Website Optimizer allows you to test changes in the website content of your pages in order to determine what will be most effective in getting conversions. You choose what parts of a page you’d like to test — headline, image, promo text - and we’ll run an experiment on a portion of your site traffic to determine which content on your site users respond to best.”
- Website Optimizer Helpful Hints: “While it’s easy to set up experiments using Website Optimizer, each one will benefit greatly from a bit of preparation and planning before you begin. You’ll learn what works best for you after you’ve run a few experiments, but it’s always valuable to learn from others as well. We’ve provided a list of best practices and things to avoid when setting up your experiments.”
- Time on page as a conversion goal: “Conversions aren’t always associated with actions in the browser - a user who finishes reading an article, for example, won’t trigger an event in the browser to indicate that she’s done. In this case, it may be useful to count a conversion after the page has been loaded in the browser for a certain amount of time.”
- Experimenting with dynamic content: “If you have an e-commerce site with many products, chances are that you use templates to dynamically build each product page using content from a database. This scenario will illustrate how to experiment using dynamic content.”
- Tracking all movement past the landing page: “If you’d like to find out which variation encourages visitors to navigate deeper into your site from your landing page, Website Optimizer lets you specify multiple conversion pages for a single test page. In this case, you’re not concerned with the specific action that they’re taking, so much as that they’re taking action and not leaving your site after viewing your landing page.”
Once again, there’s more, including How To Improve your newsletter subscription rate, A/B testing in 5 minutes plus…
