9. I want to get
more ____________.
Hint:
Your website needs to make money
10. Key Performance Indicators (KPIs)
I want to get more: KPI
Online e-commerce sales How much revenue did I
generate?
Sales leads How many leads did I generate?
Advertising revenue How many pages do my visitors
see?
11. 2.
Use analytics to
track your
marketing ROI
and identify your
barriers to
conversion
12.
13.
14. 3.
Remove barriers
to conversion
and find the
most persuasive
content
15. “We are not great
advertisers. So we
start with
customers, figure
out what they
want,”
Jeff Bezos
CEO Amazon
16. Who designs your website?
• Product manager
• Head of marketing
• Website manager
• Web designer/
developer
• The HiPPO (Highest
paid persons
opinion)
17. Who designs your website?
• We need to get
Product manager
•
• our customers
Head of marketing
Website manager
•
on this list.
Web designer/
developer
• The HiPPO (Highest
paid persons
opinion)
18. Multivariate
testing:
#1 lever for putting
your customers at
the heart of your
website.
19.
20.
21.
22. Splash page experiment
Variations:
Button: Media:
1. Sign Up 1. Get Involved Image
2. Learn More 2. Family Image
3. Join Us Now 3. Change Image
4. Sign Up Now 4. Springfield Video
5. Sam’s Video
23.
24.
25.
26.
27. Splash page experiment
Variations:
Button: Media:
1. Sign Up 1. Get Involved Image
2. Learn More 2. Family Image
3. Join Us Now 3. Change Image
4. Sign Up Now 4. Springfield Video
5. Sam’s Video
28.
29.
30.
31.
32.
33.
34.
35. Splash page experiment
Variations:
Button: Media:
1. Sign Up 1. Get Involved Image
2. Learn More 2. Family Image
3. Join Us Now 3. Change Image
4. Sign Up Now 4. Springfield Video
5. Sam’s Video
36. Splash page experiment
Variations:
Button: Media:
1. Sign Up 1. Get Involved Image
2. Learn More 2. Family Image
3. Join Us Now 3. Change Image
4. Sign Up Now 4. Springfield Video
5. Sam’s Video
37. Splash page experiment
Variations:
Button: Media:
1. Sign Up 1. Get Involved Image
2. Learn More 2. Family Image
3. Join Us Now 3. Change Image
4. Sign Up Now 4. Springfield Video
5. Sam’s Video
38.
39.
40.
41.
42.
43. Section Original Variation 1 Variation 2 Variation 3 Variation 4
Heading Advertise your Find new Attract more Find the people Reach new
business on customers with customers trying to find you customers on
Google Google Google
Blurb No matter what Google AdWords Whether you run a No matter what Google Adwords
your budget, connects you with small or large your budget, you gives your business
you can display potential business, advertising can display your targeted and
your ads on customers at on Google and our ads on Google and measurable
Google and our precisely the advertising network our advertising advertising results.
advertising magic moment – can work for you. network. Connect You’re in control of
network. Pay when they are There’s no minimum with potential the customers you
only if people actively searching spending customers at the target, the amount
click your ads. on terms related requirement and you magic moment you spend and the
to your business only pay when they’re searching types of ads you
people actually click for your products or deliver. Start
yours ads services, and only advertising today!
pay when people
click your ads.
Button Start Now Let's get started Sign up now Click to begin Try Adwords now
text
Image How Adwords How to create
works your ad
45. Section Original Variation 1 Variation 2 Variation 3 Variation 4
Heading Advertise your Find new Attract more Find the people Reach new
business on customers with customers trying to find you customers on
Google Google Google
Blurb No matter what Google AdWords Whether you run a No matter what Google Adwords
your budget, connects you with small or large your budget, you gives your business
you can display potential business, advertising can display your targeted and
your ads on customers at on Google and our ads on Google and measurable
Google and our precisely the advertising network our advertising advertising results.
advertising magic moment – can work for you. network. Connect You’re in control of
network. Pay when they are There’s no minimum with potential the customers you
only if people actively searching spending customers at the target, the amount
click your ads. on terms related requirement and you magic moment you spend and the
to your business only pay when they’re searching types of ads you
people actually click for your products or deliver. Start
yours ads services, and only advertising today!
pay when people
click your ads.
Button Start Now Let's get started Sign up now Click to begin Try Adwords now
text
Image How Adwords How to create
works your ad
46. Heading Button text
Advertise your Start now
business on
Google
Try Adwords
now
Attract more
customers
Why aren’t we all pulling this lever? Who has tried MVT? Who has had real success (+25% increase in CR?) Get a list up on a board of hurdles and questions
No where does amazon do this better than with their website
With testing we’re shifting the power from these people from what we’ve always know and we’re giving that power to our customers. Does the designer feel undervalued? Do you feel undervalued?
Not just a few people in a small sample group – but 1000’s of customers voices
Testing is part of Amazon’s DNA. Testing is not a cost, or an afterthought its a core part of the process MVT and listening to the customer is at the centre of what amazon does not on the edge