As Google are keen to attract greater spend on their PPC network Adwords, they have over the years introduced a number of free tools to help advertisers greater understand the return on investment they are getting from their PPC spend. They hope with these tools they can gain a greater share of companies multi-channel advertising budgets.
The most commonly used of these tools is Google Analytics which monitors the traffic your website receives however a more recent introduction is Google Website Optimizer which in simple terms allows you to test different website designs or copy variations and monitor which perform the best.
This functionality is hugely powerful as many judgements made about web design are purely aesthetic and can unwittingly have a huge impact on the performance of a site.
An Example of the Importance of Conversion Rates
Also the value of increasing conversion rates is often over looked. Take a hypothetical example of a website which receives a 1000 visits a day and converts at 5% so at the benchmark they received 50 conversions a day.
If they increased their search engine traffic by 10% via various methods, perhaps search marketing, banner advertising etc. They would now receive 1100 visits a day, assuming the same conversion rate of 5% the total number of conversions would have increased to 55.
However if they were able to adjust the site to convert at a higher rate and achieve just a half a percent increase in the conversion rate they would be able get 55 conversions from the original 1000 visitors.
Ideally most companies would like to do both and increase traffic and conversion rates at the same time, however some companies focus purely on the former and don’t latter.
This is where Google Website Optimiser can come in
Website Optimiser allows you to quickly and easily test various elements of a page
1. Headline – The h1 text used on your page is likely to be the first text which catches the eye of visitor to your site, website optimiser will allow you to test different USPs, selling points or messages.
2. Images – Most people quickly scan a page before reading the text, try different images to see if they have different results, i.e. would a close up product shot perform better than an image of someone who they can identify with using your product. Website Optimiser
3. Vary the text – do you want to talk about the product cost, or it’s benefits or what makes you different from your competitors? See which performs the best
4. Call to action – every page of your website should have a strong call to action whether that’s to make a purchase, delve deeper into the site or something else. However which call to action works best for the page and how is the best way to present that call to action.
It seems a few people have been having problems with Website Optimizer recently. Imagine it’s a temp problem but worth knowing about!