Day 4 – Google Website Optimizer 101

click to review course contents

Day 1 Analytics 101	Day 2 Analytics 201	Day 3 Analytics 301	Day 4 Website Optimizer 101
Day 1 AdWords 301	Day 2 AdWords 302	Day 3 AdWords 101	Day 4 AdWords 201

View all SFS courses together

What is Google Website Optimizer 101?

Website Optimizer 101 is an in-depth, hands-on training day starting with the very basics of Google Website Optimizer – Google's performance optimization tool for landing and conversion pages – from planning which A/B and multi-variant tests to conduct, via implementation, through to results analysis for improved website commercial performance.

Is Website Optimizer 101 the right course for me?

Website Optimizer 101 is a one day course aimed at marketers with website performance responsibilities who intend to run Google Website Optimizer experiments so as to improve the visitor-to-goal conversion rate by means of testing alternative content and accurately comparing outcomes.

Timetable for the day and detailed course contents

The day is split into four sessions, separated by a fifteen-minute break in the morning and afternoon, with a one-hour break for lunch. Registration opens at 9:00am and sessions start promptly at 9:30am with the day finishing around 4:30pm.

Session 1 – Goals, conversion points and landing pages

• A brief history of Google Website Optimizer
• Preparing to test – the questions we need to ask
• Why should we test?
• Which landing pages should we test?
• What should we test?
• How should we test?
• How do we analyse the test?
• How do we make conclusions about the test?
• What do we do after the test?
• The three business objectives
• Website goals
• Key Performance Indicators (KPIs)
• KPI Examples
• Website goals
• The importance of goals
• Goal conversion
• The importance of conversion points

Session 2 – What to test and testing types

• Identifying landing pages to test
• Identifying conversion points
• Using ‘voice of customer’, usability testing and heuristic reviews to identify what to test
• Determining which Website Optimizer testing method to use
• A/B split testing
• The advantages and disadvantages of A/B split testing
• Multivariate Testing
• The advantages and disadvantages of Multivariate testing

Session 3 – Conducting and analysing A/B testing

• How Google Website Optimizer works for A/B testing
• A/B split test set-up – exercise
• A/B split test set-up
• A/B split test set-up – settings
• A/B split test set-up – duration
• A/B split test reporting
• A/B split test reporting – key metrics
• A/B split test reporting – other metrics
• A/B split test reporting – inconclusive results
• After A/B testing?

Session 4 – Conducting and analyzing Multivariate testing

• How Google Website Optimizer works for Multivariate testing
• Multivariate test set-up – exercise
• Multivariate test set-up
• Multivariate test set-up – settings
• Multivariate test reporting
• Multivariate test set-up – duration
• Multivariate test reporting – page sections
• Multivariate test reporting – key metric
• Multivariate test reporting – other metrics
• Multivariate test reporting – inconclusive results
• After Multivariate testing?
• Getting help
• Feedback and wrap-up

Pre-requisites for Google Website Optimizer Training

1. For Google Website Optimizer training, attendees will require on-line administration access to an active (recording some data) Google Analytics account.
2. A prerequisite of attending the Website Optimizer 101 course is having completed the Google Analytics 101, 201 and 301 courses or possessing equivalent knowledge.