FEATURE
POST-CLICK OPTIMISATION
Google’s Eli Uzan returns to provide insight on how to improve the post-click experience to increase
conversion in the long-term.
IT’S A KNOWN fact that supermarkets
don’t have the motivation to add more
cashiers when the queues are lengthening;
as the more customers wait in line, the
more they tend to buy the impulse items
found near the cashier. From lighters to
candy and gum, these items are all there
to increase the total sales with each single
customer. Supermarkets are one type of
business that invests numerous efforts in
increasing the total value of each customer
entering the store. When you shift to look
at online businesses, the focus is mostly
around acquisition and less around what
you do when the user is already on your
site. This should and will change in the
near future.
Do it yourself
The first step in improving the postclick experience and eventually increase
conversion rate is doing it yourself. Click
on one of your ads and go through the
entire process a new user goes through
on your site. Although most marketers
know all stages of the process pretty well,
I’m personally always surprised by how
few marketers actually took the time to
complete the process themselves. The
second step would be to ask your
close circle of friends and family to do
the same, and watch them while they
do it (try to have a good mix of tech savvy
and non-tech savvy people). By doing these
two small things, you should already
have a better understanding of the good
and the bad in the funnel that every user
needs to go through. The list of things
you now consider changing, are the ones
you should test.
Google Analytics Content
Experiments
Content testing is now integrated in
Google Analytics under the name of
Google Analytics Content Experiments.
Content Experiments is a new approach to
testing, no longer the A/B or multivariate
testing, Content Experiments is more
A/B/N; testing up to five different versions
of a single page one against the other,
comparing the results according to the
goals you defined. It then determines the
most effective version using a powerful
statistical engine.
Content Experiments allows the following:
● Using a random sample of your
visitors, it can compare how
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different web pages perform.
Define what percentage of your visitors
are included in each experiment.
Choose the objective you’d like to test.
Get updates by email about how your
experiment is doing.
Finding the right goal
Often, when I consult iGaming companies
or others, the main concern in performing
these kinds of tests is the fact they’ll
never reach a conclusion. There’s just not
enough data to do it. If you think of the
iGaming industry specifically, the number
of conversions is quite small compared to
the size of the sector. The solution in these
kinds of cases is finding a different goal,
earlier in the funnel, and one that has high
correlation with the final goal that we have.
An example can be looking at sign-ups
instead of deposits, clicks on the download
button, reaching a certain stage in the
registration process, etc.
Building page versions
Now that you know how to pick the
right goal, after setting it up in Google
Analytics, you’ll need to decide on the
page versions you would like to test. A
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