Google Analytics and Website Optimizer, Secrets Revealed!

Aug 12, 2009 - 5:30 pm 0 by

Below is live coverage of the Google Analytics and Website Optimizer, Secrets Revealed! from the SES San Jose 2009 conference.

This coverage is provided by Gaurav Sharma of Think Mantra.

We are using a live blogging tool to provide the real time coverage. You can interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Google Analytics and Website Optimizer, Secrets Revealed!(08/12/2009) 
2:11 Gaurav Sharma:  Waiting for the session to start.
2:17 Gaurav Sharma:  
Presenters are:

Ariel Bardin - Product Management Director, Google Adwords
Dai Pham - Product Marketing Manager, Google Analytics
Sandra Cheng - Product Manager, Google Website Optimizer
2:18 Gaurav Sharma:  Room is about half full, more people coming in.
2:31 Gaurav Sharma:  The session is started by Ariel
2:31 Gaurav Sharma:  The session has started - House full!
2:32 Gaurav Sharma:  Giving example of Google Store.
2:32 Gaurav Sharma:  Introducing Adwords, Analytics and Website Optimizer.
2:33 Gaurav Sharma:  Now talking about - Why new UI for adwords?
2:35 Gaurav Sharma:  They talked to large and small advertisers throughout the world. Three things they found people want:

2:35 Gaurav Sharma:  Doing demo for:

Bid Stimulator
Custome Alerts
Spreadsheet Editing
Location Extensions
2:37 Gaurav Sharma:  

Asking users to send feedback.

2:37 Gaurav Sharma:  There is a microsite with PDF, comparison between old and new interface. There is a link to sign up for a webinar in Adwords.
2:39 Gaurav Sharma:  

Showing the real numbers from Google Store Adwords account.

2:40 Gaurav Sharma:  Creating a filter for keywords which have not converted.
2:42 Gaurav Sharma:  

Showing bid stimulator's use and how you can plan for traffic.

2:44 Gaurav Sharma:  Google is spending $5 to $13 CPC for certain keywords for Google store.
2:45 Gaurav Sharma:  Demoing setting email alerts for keywords. Email alerts are not available for My Clients Center yet.
2:46 Gaurav Sharma:  Integrated Google spreadsheets, at ad group level.
2:47 Gaurav Sharma:  You can use formulas within Google spreadsheets.
2:48 Gaurav Sharma:  

[opinion] - This is a good way to expose Google spreadsheets to a large userbase without much learning curve.

2:49 Gaurav Sharma:  A lot of new things in the settings tab in the new UI.
2:50 Gaurav Sharma:  They will add your company's address (which is added in settings) if the user searching is near your location.
2:50 Gaurav Sharma:  They now have ads in Google Maps as well.
2:50 Gaurav Sharma:  Last webinar is on Aug 20th.
2:50 Gaurav Sharma:  Here comes Dai Pham, talking about Google Analytics.
2:51 Gaurav Sharma:  First thing they ask users to do is set up goals.
2:52 Gaurav Sharma:  

Google Store has some "room for improvement" for conversions.

2:52 Gaurav Sharma:  

Now talking abut funnel reports.

2:53 Gaurav Sharma:  Funnel report will show you what page you are losing the most users.
2:53 Gaurav Sharma:  Now talking about event tracking - a new feature.
2:55 Gaurav Sharma:  Now talking about how you can run advanced analytics on how many people stopped a video or played it using events tracking API.
2:55 Gaurav Sharma:  Talking about Analytics Data Export API, which is in public beta.
2:56 Gaurav Sharma:  Talking about Analytics Data Export API, which is in public beta.
2:57 Gaurav Sharma:  Talking about Data Export API Query Explorer.
2:57 Gaurav Sharma:  The Query explorer creates URL for the API.
2:59 Gaurav Sharma:  

They have added comprehensive training material on Google Analytics.

2:59 Gaurav Sharma:  Sandra Cheng is up next.
3:01 Gaurav Sharma:  Talking about Google Website Optimizer.
3:03 Gaurav Sharma:  You can auto pruning poor versions of the test. This allows the user to finish the experiment faster.
3:04 Gaurav Sharma:  
They ran an experiment

1. Seregy wearing Tshirt (decreased conversion)
2. Larry wearing Tshirt
3. Both the founders wearing Tshirt (Improved conversion 91%)
3:04 Gaurav Sharma:  

They ran a test on Youtube.
Goal - Increase signups.

3:06 Gaurav Sharma:  They tested 2 text links - "Sign Up" and "SIGN UP" anchor text and diffreent banners. Total 32 combinations for banners. They tested 4 different box types with 8 variations in each of them, but call to action was same.
3:06 Gaurav Sharma:  Total variations - 1024 combinations.
3:06 Gaurav Sharma:  A lot of them performed better than the original page
3:08 Gaurav Sharma:  "SIGN UP" performed poorley.
"Don't just watch, participate" was winning copy.
They were able to increase conversion (signup) by more than 50%
3:09 Gaurav Sharma:  

Session ended. There are a lot of Googlers who will address users' questions.




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