Thursday, August 21, 2008

Master Google Analytics Website Optimizer. How to get a Better Conversion Rate, ROI, and Customer Loyalty at the Granular Level. Maximising Web Hits


With the World Wide Web becoming a jumble of web pages and hyper text markup language, e-marketers, or online marketers need to become even more methodically suave at the micro level in order to achieve online business success. Google’s website optimizer is a must use in today’s over competitive world of web clicks.

The first thing that you want to do is make sure that your website looks clean and crisp. Also, make sure that that vital information is included above the page fold (the area of the web page that is visible when a user loads the page). Info that gives the visitor a reason to stay, purchase company products (the online shopping cart), download information, fill out an interest form, or procure services should be clearly laid out above the page fold. As a web site owner it’s also important to think about repeat business, and include a newsletter or email subscription prominently on the home page. To get started, Feedburner (www.feedburner.com) is a free email subscription tool and is a great way to get started. This tool includes free statistics as well including page views and unique (your web site reach) visitors.

Any of these desired actions that are performed on your website are known as conversions in the Google online marketing world. With the Google website optimizer, you can perform two types of testing. A/B split tests and Multivariate testing. A/V Google optimizer is best used when your website gets a low amount of traffic. It’s also best used when you are testing different web pages, or want to move things around on that web page.

Multivariate testing is different than A/B testing. It is used for testing on different locations within a web page. It’s best used when there is high traffic on that particular website page. Also, its optimal use is when you want to test multiple locations at the same time on a web site page.

With multivariate testing, you’ll first want to identify and tag which links that you want to test and the goal for those links. Next you’ll need to follow the installation guide after you click on the Google website optimizer tab. In this process, you’ll be implementing variations and implementing code for your net marketing analysis needs. The website optimizer will automatically create different variations for the usage of your test pages. Use the preview feature to see how these variations will look before you run it live on your website. After you’re done previewing, you can run your experiment. You’ll want to periodically analyze your results to make sure that they are effective. Another feature that is available is that you will be able to copy the experiment if you want to run it again and see results.

The Google multivariate test will show reports including data that will show how the percentage of conversions has changed since the variations and combinations were added.

Implementing the Google website optimizer is a granular way of tracking how a web page is performing and will help to optimize conversions, Return on Investment (ROI calculated by profit divided costs), and help gain customer devotion.

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