A few months ago Bryan Eisenberg and John Quarto-vonTivadar released an in-depth guide on testing using Google Website Optimizer called, "Always Be Testing." I had the opportunity to go through the book and thought that anyone could read it and quickly implement a testing framework using Google's website optimizer. I recently got the chance to interview co-author Bryan Eisenberg to get his thoughts on his motivations for writing the book and the benefits readers can get from it. [Manoj]: Can you start by providing some insight into your motivations for writing the book: "Always Be Testing"[Bryan]: Google released Website Optimizer a few years ago. It's evolved and improved greatly in that time, and a lot of people are using it now. But the biggest challenge people face is, "what do I test?" My partner, John Quarto-vonTivadar and I wrote "Always Be Testing" to provide readers with a guide to learning what to test, how to test, and in what order to test.While many companies are … [Read more...] about Google Website Optimizer: Always Be Testing
Website optimizer google
Google WebsiteOptimizer, a tool that allows you to easily test different page layouts, isnow available to anyone with an AdWords account. Previously, it had been out inlimited beta sincelast October. It remains unclear whether using the tool would be consideredcloaking, which is against Google’s webmaster guidelines. TheGood Cloaking, EvilCloaking & Detection article from Stephan Spencer here on Search Engine Landlooked at this issue last month. Threadwatch has arecent discussion alsogoing. I’ll explain more about the situation below, and I’m checking with Googlefor the official word. Fair to say, Google’s probably going to say that using the tool is NOTcloaking. Otherwise, you’ve got one part of Google putting out a tool that willcause anyone using it to potentially be banned by another part of Google. Thisalso means questions that have hung over other page testing tools such asOffermatica should go away. It won’t make the cloaking debate … [Read more...] about Google Website Optimizer Now Available, But Is It Cloaking?
Why is it that some web sites are golden, compelling visitors to buy while similar web sites, perhaps even offering the same products at similar prices, fail to make the grade? It may be dumb luck on the owner’s part, but a more likely explanation is that the golden site is the result of careful design, testing, tweaking and testing yet again. Testing has grown into a core search marketing activity, but strangely, it’s also an activity that many search marketers either choose to avoid or don’t even consider at all. And that’s a mistake. Good testing can not only help you get rid of stinker ads and landing pages, it can also help you optimize winning campaigns, improving their conversion rates and making them even more profitable. And testing needn’t be difficult or time-consuming, especially if you have the right tools. One of the best tools for helping you test and refine your search marketing campaigns is Google’s Website Optimizer. Even better, … [Read more...] about The Complete Guide To Google’s Website Optimizer
Google Website Optimizer (GWO) is a great tool for getting started with conversion rate testing. We use it extensively and love the way that it abstracts a lot of the really complicated stuff and avoids the need to know and understand some pretty tricky statistics. One downside of the simple platform is that it can make it hard to do some slightly difficult (but very desirable) things. The example I want to discuss today is segmenting your tests to see how they perform for different kinds of users of your site. I’m going to show you a few ways of gathering GWO data in Google Analytics (GA) to bring the full power of the GA platform to your GWO testing. A classic example is testing the impact of changes to the call-to-action for new vs. returning users. These two segments of users often have very different requirements and we can see why they might react differently to different enticements. For someone who knows your brand and is familiar with your offer, a discount could be … [Read more...] about How To Segment Google Website Optimizer Tests
Google’s new “Google Home” device may be one of the most popular holiday gifts this year, but some marketers are not going to be celebrating in 2017. For instance, if you ask Google Home, “What is Bing?” its response is, “Indicating a sudden event or action.” If you ask, “What is Yahoo?” its response is, “A rude, noisy, or violent person.” Interestingly enough, Google Home responds to the question, “What is Google?” with “search for information about (someone or something) on the Internet using the search engine Google.” Instead of treating examples like these as branded queries, Google Home responds with dictionary-like definitions. Unfortunately, there is not much marketers can do in this scenario other than ensuring the definition of their brand is branded like the definition of “Google.” Where Google Home’s answers come from Google Home is powered by the same Google Assistant … [Read more...] about Optimizing Google Home search responses