Google Website Optimizer Consulting

Google Website Optimizer (GWO) is an advanced testing tool that allows advertisers to improve conversion rates by determining the best layout, design and content for their website(s). GWO eliminates guesswork by revealing actual performance data on two or more versions of landing pages.

How it Works

Google Website Optimizer utilizes multivariate testing methods to reveal the most advantageous aspects of your website and marketing message. Instead of simply using A/B testing, which compares the effectiveness of two completely different landing pages, multivariate testing continuously combines various sections of your page to determine the overall effect on the page’s performance. Any aspect of your landing page can be tested; the following are some of the more common sections that advertisers test:

Headline Strapline Introductory Text Unique Offer/Promotion

Guarantee Images Readability Usability

These sections are randomly and continuously combined to display numerous versions of your landing page. Website Optimizer allows you to test up to eight sections of one page and 127 variations per section with a maximum 10,000 combinations.

The Google Website Optimizer system collects data at two points: test page display and conversion page display. Conversion percentages are recorded for each combination that is displayed, allowing you to determine the most advantageous sections or combinations. Additionally, Website Optimizer provides a unique cookie ID to each test page visitor; returning visitors are recognized as such and shown the same combination of testing elements. This not only creates a consistent experience for the user, it provides definitive results on combination that was displayed.

Website Optimizer Authorized Consultants

Location3 Media is recognized by Google as a Website Optimizer Authorized Consultant (WOAC) for demonstrating in-depth knowledge and experience with the unique multivariate testing tool. Our WOAC Team is made up of a web designer, graphic designer and copywriter all experienced in the nuances of website and landing page optimization. Our WOAC team works closely with your marketing department to develop an effective and illuminating experiment. We assist in all aspects of the Website Optimizer system: development, implementation, analysis, training and consultation. Our comprehensive landing page optimization services include:

• Determine your success metrics
• Choosing your test page
• Choosing your conversion page
• Selecting which sections to test (e.g., headline, image, intro text)
• Developing content variations (at least two variations, preferably more)
• Implementing experiment
• Gathering and analyzing data
• Optimizing to account for best-performing content

Snapshots of testing statuses are displayed in two reports: Combination and Page Section. The first figure is a Page Section report, which reveals the relevancy of each section and data about conversions, impressions and chance of beating other versions. The second image is a Combination Report detailing conversions, impressions and estimates of future conversion rate ranges. The Google Website Optimizer reports allow you to identify which components or combinations are most likely to result in the greatest conversion rate improvement.

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Google Website Optimizer is one of the most advantageous online marketing tools out there. It provides indisputable consumer feedback, allowing you to understand your audience and cater to their needs and desires. With the help of our WOAC team, you can significantly increase your conversion rate, lower your cost per acquisition and watch profits soar!

*Average conversion rate improvement for Location3 Media clients using Google Website Optimizer.