Lynda.COM Google Website Optimizer Essential Training

Author:
David Booth

Duration:
03h 37m

Released on:
9/16/2010

Exercise files:
No

Software works on:
Windows only


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



Introduction
Welcome           01m 06s

1. Introduction to Conversion Testing
The history of conversion testing           02m 34s
Testing in other mediums           01m 43s

2. Post-Click Optimization
Learning the conversion lifecycle           02m 37s
Understanding the anatomy of a split test           02m 50s
Learning the economics of testing           02m 16s
Who should we listen to?           02m 21s

3. Selling Testing in the Organization
Positioning testing in your organization           03m 08s
Testing as a culture           03m 24s

4. Classifying Website Optimizer
Understanding architecture types           03m 33s
Setting the design of experiments           03m 59s
Using the adaptive model (auto-pruning)           05m 44s

5. Testing Types
Sequential (and its flaws)           03m 48s
Understanding A/B/N testing           01m 31s
Explaining multivariate testing           02m 13s
Using split-path testing           01m 35s
Testing progression and when to use what           05m 21s

6. Identifying Test Pages
Finding weak points with web analytics           02m 10s
Finding a losing page           07m 20s
Finding a popular page           04m 35s
Finding a high-value conversion           02m 28s
Using visual analytics           03m 46s
Using form analytics           03m 46s

7. Estimating Sample Size
Understanding sample size           01m 21s
Factors that influence sample size           03m 21s
General rules and tools to use           03m 57s
Website Optimizer's physical limitations           01m 27s

8. The Basics of Website Optimizer
Understanding what Website Optimizer does           01m 58s
Why it shouldn't match your analytics numbers           02m 10s
Learning what Website Optimizer doesn't do           01m 46s
Creating an account           04m 12s
Does it hurt my SEO?           02m 44s
Does it hurt my quality score?           01m 20s

9. Building Real Tests
Running an A/B test (demo)           13m 33s
Running a multivariate test (demo)           16m 11s

10. Reading Reports
Defining basic report elements           03m 19s
Working with the Variations/Combinations tab (A/B and multivariate testing)           05m 06s
Working with the Page Sections tab (multivariate testing)           03m 20s
Exporting options (PDF, XML, CSV, TSV, print)           01m 26s
Understanding general UI features           02m 02s
Working with over time charts           02m 42s
Choosing a winner with estimated conversion rates           04m 09s

11. Validation and Follow-Up
Wait, wait, wait           02m 50s
Running follow-up experiments with Website Optimizer           02m 04s
Working with other tools for additional analysis           02m 13s

12. Advanced Page Validation
Situations where page validation fails           01m 37s
Reviewing alternatives with Website Optimizer           04m 33s
Previewing outside the Preview tool           01m 37s

13. Website Optimizer with Google Analytics
Why do we integrate with Google Analytics?           02m 24s
Integrating Analytics with A/B tests           06m 35s
Integrating multivariate tests with Analytics           05m 20s
Case study: Catalogs.com           03m 03s

14. Advanced Techniques
Testing with multiple pages           02m 14s
Site-wide concept testing           02m 21s
Handling dependent sections           02m 50s
Case study: Bonobos           07m 31s

15. Non-Pageview Goals and Conditional Testing
Conditional conversion tracking           04m 17s
Seeing results in the case study           03m 41s
Conditional testing           01m 31s

16. Testing Across Sub- and Top-Level Domains
Updating Website Optimizer code (x-subdomain)           02m 54s
Updating Website Optimizer code (x-top-level domain)           03m 17s
Goal abstraction           03m 38s

17. The Website Optimizer Provisioning API
Overview and resources for more information           01m 18s

Conclusion
Goodbye           00m 17s