We’ve long taught about driving traffic to your website and measuring traffic that arrives there. Now, we’re offering a training to help optimize the content on your website. Geared towards improving conversion rates, this course includes the fundamental strategies describing website testing and measurement as well as functional implementation tips and tricks.
Conversion Optimization Workshop with Google Optimize
This course will introduce marketers to basics of conversion optimization and A/B Testing to improve website performance. Starting with theory, then focusing on the practice, the training will build on concepts throughout the day with handouts and takeaways for continued learning.
The training introduces Google Optimize, a new free tool that can be used for easy website testing. Learn the basics and participate in the live workshop, implementing your very own A/B tests in a sandbox environment and discussing the potential for audience personalization.
This course is designed for digital marketers and advertisers that look to improve conversions on their sites. Basic knowledge of CSS selectors will be helpful, but not mandatory for the course. Access to Google Optimize will be necessary for the course, but can be temporarily arranged if you do not have access to the beta by your course date. Please reach out to us with any questions.
You do not need to have your own Google Analytics account in order to participate, however, we do recommend attending at least the Google Analytics 101 course and if possible, the Google Analytics 201 course as well. No need to be a Google Analytics expert, however knowledge of key metrics, Goals, and Events will be helpful as you implement Optimize.
A laptop with WiFi capability and Google Chrome is required for the workshop portion of this course.
Things You’ll Learn:
Conversion Optimization Best Practices
What do we hope to achieve through conversion optimization, what’s reasonable, and what’s achievable? We’ll introduce the concepts of optimization and the theory behind it.
Developing a Framework
The class will introduce a framework for examining a page’s effectiveness, practicing on live examples and learning to ask the right questions. Learn valuable lessons that can be applied to your own site to help identify areas for improvement.
An important part of website experimentation is making sure that only the correct people are included. In this section, we’ll cover best practices with targeting through Google Optimize, with an eye for best user experience. We’ll discuss some differences between Google Optimize and Google Optimize 360, with the introduction of Audience targeting from Google Analytics.
Designing the Experiment
How do we craft a valid test on our website? It all starts with proper planning and hypothesizing your expected results. Learn how to turn general ideas into an viable experiment with actionable results. Choosing the metrics that we test for has never been easier with the live connection to Google Analytics. We can use familiar metrics and Goals to design smart and efficient experiments.
Test Implementation in Google Optimize
Together, we’ll introduce the Google Optimize interface, working as a group to explore the many features and design an effective experiment. We’ll set up targeting, hypothesize the results, set objectives, and use the visual interface to create variations in real-time on example websites.
Success Metrics and Reporting
When an experiment finishes, or fails to reach an conclusion, how we do we turn around and understand the reporting? We’ll go through the reporting options inside of Google Optimize as well as the linked Google Analytics View.
This is a brand new workshop with limited seating that will only be available in select cities, starting with New York City on March 3.