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In Google Website Optimizer Essential Training, David Booth shows how to use Website Optimizer, Google's free tool for conversion optimization. Conversion optimization, or landing page testing, is the process of experimenting with content and design alternatives, displaying them to visitors, and comparing the results, with the goal of improving site performance in regard to marketing, sales, or other conversion metrics.
The course covers theory and best practices, as well as a real-world implementation of A/B and multivariate testing. Practical techniques for identifying areas for improvement, estimating sample size, choosing an experiment type, designing, launching, and validating an experiment, and analyzing Website Optimizer reports are included.
Topics include:
* Understanding conversions and landing page testing
* Selling conversion testing within an organization
* Identifying pages to test
* Estimating sample size
* Choosing an experiment type
* Understanding the inner workings of Website Optimizer
* Creating and running tests
* Reading and interpreting reports
* Validating results and running follow-up experiments
* Integrating with Google Analytics
Table of Contents:
Introduction
1. Introduction to Conversion Testing
2. Post-Click Optimization
3. Selling Testing in the Organization
4. Classifying Website Optimizer
5. Testing Types
6. Identifying Test Pages
7. Estimating Sample Size
8. The Basics of Website Optimizer
9. Building Real Tests
10. Reading Reports
11. Validation and Follow-Up
12. Advanced Page Validation
13. Website Optimizer with Google Analytics
14. Advanced Techniques
15. Non-Pageview Goals and Conditional Testing
16. Testing Across Sub- and Top-Level Domains
17. The Website Optimizer Provisioning API
Conclusion
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