GWO Workbook

Table of Contents
Google Website Optimizer

Introduction and Conversion Principles 1
Conversion Rate from a Business Perspective 2 Landing Pages 3 Conversion Pages 4 Analytics and Feedback Tools 7
Factors that A ect Conversion Rate 11

Value Proposition 12 User Motivation 14 Friction 17 Incentive 19 Anxiety 21 Design Principles 23
Introduction to Testing 27
Introduction to Google Website Optimizer 28 A/B Testing 29 Se ing up an A/B Test 30 Reading the results of an A/B Test 32
Advanced Testing 33
Multivariate Testing 34 Installing a Multivariate Test 36 Using Google Website Optimizer with ga.js 38 Using Multiple Domains 39 Se ing up Google Website Optimizer for urchin.js Ecommerce 42 Additional Resources and Tools 43 Additional Google Website Optimizer Help 44
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2008 ROI Revolution, Inc. All Rights Reserved.
Part 1: Intro and Conversion Principals
2008 ROI Revolution, Inc. All Rights Reserved. 1
Google Website Optimizer Seminar for Success Notes
Conversion Rate from a Business Perspective

There are essentially three ways to increase your prots from your website. Volume of Trafc - Driving more trafc to the site increases the potential for conversion and therefore revenue. Conversion Rate - Increasing the percentage of visitors who are converting on your site will increase in prots from existing trafc. Lifetime Value - Increasing the lifetime value of each customer will increase overall revenue from each conversion. These three things work together in a cyclical fashion. By focusing on your conversion rate, you can increase revenue without spending a dime more on advertising. This additional revenue can be redistributed into ad spend, thus increasing volume, and the cycle feeds itself.
Landing Pages
A landing page is the rst page on your site that visitors see when they click on an ad, search engine result, or email link. Landing pages are important because they provide information to your potential customer about your company, about your product, and what your visitor can gain by doing business with you instead of one of your competitors. Most importantly, each landing page should have a clear objective. A visitor will make a decision whether or not to stay on your site in an average of under six seconds! You have these six seconds to relay your important information, including information about your company and the main objective of the page.
Conversion Pages
Theres another piece of the puzzle that needs to be decided before you begin testing. You need to nd your conversion page.
A conversion page is the page a user reaches when they have achieved one of your objectives or goals, such as a purchase or a lead submission. For more advanced analytics and Google Website Optimizer users, the goal could also be an action such as a download or a contact form submission, or even a specic amount of time spent on the page.
Why Test Landing Pages?
Landing Pages are an extremely important part of the marketing process. In many cases your landing page is a visitors rst impression of your company and product, and you want to make it count. If you are spending money on online or ofine advertising, but your pages are not optimized, you could be losing out on potential revenue. Even the best ad creatives wont convince a customer to stay on a poorly designed website. It could be something as simple as the call to action that is holding your conversion rate back! By testing and optimizing your landing pages you can optimize each page to: increase your conversions gain more qualied leads gain visitor trust increase brand awareness ...which will increase your prots and improve your ROI.
Which Pages Should You Test?

Selecting a test page doesnt have to be difcult. You can use data that youve already collected and additional tools that are available online to help you measure data from your pages and make intelligent decisions. You should look for test pages that: Receive a lot of trafc. By testing on high-trafc pages, your tests will yield quicker, more accurate results and improvements to conversion rate will have a bigger impact on your bottom line.
Generate the most revenue. By choosing the pages or sources that contribute the most revenue, your positive test results will have a bigger impact on your overall revenue. Increasing the conversion rate of a page that is bringing in $10,000 a month by 50% will help you much more that increasing the conversion rate of a page thats only making you $1000 a month.
Have the highest marketing cost. If you are spending a lot of money to drive trafc to a page, you should test and optimize that page to make sure that you are getting the best ROI possible and not wasting ad spend.
Have a high bounce rate. Bounce rate is the percentage of people who reach a landing page and immediately leave your site without making any actions or moving to any other pages. This is more important if you value visitor engagement more than revenue or dont have specic objectives for your pages.
Using Your Resources - Analytics Tools

Gathering data before testing is extremely important. Its essential to know how pages are performing on your site, which ones are making money, and which ones are driving customers away. Analytics tools can help you track these statistics. A free tool from Google called Google Analytics is available for tracking metrics associated with your website.
Google Analytics allows you to see a number of different statistics regarding your site performance and is a valuable tool when deciding which pages you should test on your site.
For more information or to sign up for Google Analytics, visit www.google.com/analytics.
Using Your Resources - Web Analysis Tools

In addition to Google Analytics, Crazyegg is a tool that analyzes metrics on your website.
Crazyegg shows you a heat map of your site and where people are clicking as well as confetti reports that show you where people click based on things like search terms, operating system, referring sites, etc. These insights are valuable when analyzing your website, and they can help you choose the right things to test. For more information about Crazyegg, you can visit crazyegg.com.
Using Your Resources - Web Analysis Tools

ClickTale is another popular web analysis tool.
ClickTale gives you information about how your visitors are navigating your site. This includes movies of actual mouse movements of your visitors. You can view scrolling heatmaps to see where your visitors look and how far they scroll down your page, as well as link analysis and form analysis. Link Analysis shows the interactions of visitors with your site and their hesitations with links and other elements on your pages. Form Analysis shows you if people are having problems with your forms and where they are running into difculties. For more information about ClickTale, visit www.clicktale.com.
Using Your Resources - Survey Tools

What better way to gain insight about your website than to just ask your visitors directly? Kampyle is a survey tool that gathers data from your visitors in a non-obtrusive way. This user feedback data can then be used to gain information about what is working on your site, and what may need some improvement.
4Q is another survey tool that collects information from your visitors about their experience that they will complete on your site. This exit survey will ask a series of four questions and present the ndings using clear graphs and charts. For more information regarding 4Q, visit 4q.iperceptions.com.
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Factors that Affect Conversion

There are several factors that inuence a pages conversion rate. Positive factors that affect your conversion rate include your sites value proposition or unique selling proposition, the motivation of the visitor, and your incentive or offer. Negative factors for your visitors when they are on your site include the amount of friction on the page, and the amount of anxiety your conversion process produces.
Factors that Affect Coversion Rate

Positive Factors Value Poposition Motivation Incentive/Offer Negative Factors Friction Anxiety
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Value Proposition
A value proposition is the primary reason a prospect should buy from you. What makes you different from your competitors? Your landing page should clearly state your value proposition so your visitors know what makes you stand out from your competitors. This will make you the best choice for your visitors. Your landing page is often times the visitors rst impression of not only your product, but of your company. Your landing page should contain a value proposition for your product as well as the value proposition for your company so visitors can clearly decide if you have what they need. The single most important thing about any value proposition is that it answers the following question:
If an ideal customer comes to my site, why should they buy from me and not any of my competitors?
Some companies have become known for their value propostions. Here are just a few examples: FedEx: When your package absolutely, positively has to get there overnight Domino Pizza: We deliver hot, fresh pizza in 30 minutes or less, guaranteed.
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Expressing a Value Propostion

After developing your value proposition, its vital that you communicate it to your visitors. Make sure that every element states or supports your value proposition. This is called congruence. Below is an example of how the jewelry site Blue Nile supported their value proposition.
You should also make sure that each step of the buying process states or supports the value proposition. This is called continuity.
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Motivation
In marketing, motivation is the nature and magnitude of customer desire within a channel or in a specic source. The magnitude of the customers motivation means how much the customer wants the product or service you offer. The nature of the customers desire indicates the reasons the customer came to the site. This includes what exactly the customer is looking for and any demographic information you can gather about the customer. In order to help understand motivation, you can make a list of all of your sources and then rank them by the amount of revenue they produce. Heres an example ranking of sources using Google Analytics based on revenue:
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Relevance
It is also extemely important to have relevant landing pages. When the visitor lands on your site they should see content similar to what they were looking for in the rst place. Try to use similar headers on your landing page that you use in some of your ads.
This is an example of poor relevance. When searching the web for a back massager, and clicking on an ad for back massagers at Target, the visitor is taken to a page about beauty products.
Good relevance should use a consistent item or theme that the visitor is looking for and carry it throughout the entire funnel process. 15
Demographic Information
Demographic information is an important component of motivation. Are you marketing your products to a specic gender? A specic age group? Are you targeting a specic location? What other segments of trafc can you think of? Try creating different proles for each of your different prospects and measuring how much they contribute to your business.
Then you can decide which of your prospects is most important and focus on marketing those prospects. If you are marketing to women over 50, your landing page should look different than a page you would market to males under 15.
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Friction
In marketing, friction is the psychological resistance to a given element in the sales process. Friction is measured in two parts the time is takes to process your information and make a decision and the difculty that exists in the decision-making process. Some examples of friction include: too many elements on a page too many elds in a form multiple options or choices confusing page layout or eye path unclear calls to action Obviously, the less friction there is, the better it will be for the visitor. If the visitor experiences a great deal of friction, they will get frustrated, give up, and leave your site without completing your desired action.
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Reducing Sales Friction

No website is completely friction free. There are, however, some things you can look out for that may help you reduce the amount of friction on your site. Shorten your forms. Dont ask for information that is not absolutely required for that action. The less the visitor has to do the better. Make the calls to action easy to nd. Nothings worse than having a visitor whos ready to buy your product leave because they cant nd your call to action. Make the layout easy to navigate. Dont make the user hunt all over the page for essential information about your product, company,or service.
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Incentive
In a marketing context, incentive is the appealing element you introduce to stimulate a desired action. Its purpose is to overcome any friction that remains in your sales process. Some more common incentives include: Free white paper or e-book Product discount Complementary product /accessory Free shipping
The incentive should outweigh any negative friction that occurs in the visitors experience. If the friction outweighs the incentive, it is likely that your visitor will abandon the site instead of purchasing.
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Examples of Incentive
Free shipping incentive:
Free product with purchase incetive:
When choosing your incentive, there are several things you should keep in mind. Make sure that your incentives have a: High Prot Margin Low Cost of Delivery Big Boost to Conversion Rate
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Anxiety
Anxiety is the psychological concern stimulated by a given element in the sales process. Unlike friction, anxiety is an emotional response, and is often disproportionate to the cause of the concern. Common sources of anxiety could include: Quality of service Reliability of the product Credit card security Price To combat anxiety you must overcompensate. Keep in mind these factors while addressing anxiety: Specicity - Make sure you are addressing the type of anxiety your visitors are feeling. Adding testimonials that are unrelated to the particular emotion they are experiencing will have no affect and could in fact increase customer anxiety. Proximity - Place your correctives close to the source of anxiety. For example, if your visitor is submitting their contact information, dont hide the privacy policy at the bottom of the page. Put it right next to the form where they can easily have access to it if they need to. Intensity - Always overcompensate for any anxiety that could occur. Try to predict the location on your page where a visitor may have trouble, and take measures to ensure that you can offset those with either internal or external factors. Here are some internal and external ways that you can overcome anxiety on your website:
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Anxiety
Using testimonials can reduce the anxiety a visitor feels when they are about to submit their information to you. In this example, a well-placed celebrity testimonial on the home page reasures the visitor.
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Layout and Call to Action

Another important aspect of designing your pages is the layout of the page. Information needs to be presented in a clear, accessible manner so the user can easily make a decision about your proposed objective.
You also need a clear call to action. Dont make your visitors hunt for it, make it big and distinguishable from other elements on the page.
Use descriptive text on buttons instead of words like SUBMIT. Make the action clear and appealing. A call to action is a very simple thing to test, but can yield impressive returns on your time investment.
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Graphic Design and Images

Visual elements on a landing page are what continually convey information to the visitor. The images should use be clear and of good quality. Make sure that the elements in the images relate to either the product you are trying to sell, or to your business in some way. Logos are extremely important in not only improving the branding for your site, but in creating and building trust with your visitors. Studies show that most visitors will not read your entire body copy, but they will look at your images and read captions. Make sure you have relevant captions that convey information to your visitors.
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Working With Fonts and Other Elements

Font on your page should be easy for your visitors to read. If you are designing for children or older people, you should make the font size a little larger. Otherwise your font should be no less than 10pt. Make sure you are using web safe fonts, so that your page will appear the same to all visitors. Your visitors will have varying screen sizes, so you can use your analytics platform to nd out what resolutions your visitors use. Alignment is very important as well. People tend to read better when things are left aligned as opposed to centered, so keep this in mind while designing your page. Try to avoid using animations on your page unless they are extremely well designed and support your product or company. Also, never auto play any music or videos. If your visitor has their speakers turned up loud, nothing will make them bounce from your site faster than having music blaring through their speakers.
This site is very hard to read and contatins too much animation.
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Page Copy
The copy is the most important part of your landing page. This is what convinces your visitors to convert. First, your headline and page copy should match the headline that your visitor clicked on. If your visitor was looking for a specic product, and was taken to a generic page where that product isnt even displayed, they are less likely to remain on the page and hunt for the information they were looking for. Try to use you and your instead of we and our within your copy. The visitor wants to know how the product affects them, not about what you have to say about it. People will rarely read all of the copy on the page so make sure your rst and last paragraphs are strongest, as well as the rst and last sentences in each paragraph. To break down information you can use bullet lists for quick and easy reading. Always test your copy over and over again to nd out exactly what works for your site.
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Part 2: Introduction to Testing
Introduction to Google Website Optimizer

Google Website Optimizer is a free content testing tool that allows you to test different pages or elements on your site and see which combination is most effective at getting your visitors to convert. You can log into Google Website Optimizer in two different ways: 1. Log into AdWords and click on the Google Website Optimizer link within your account 2. Go to www.google.com/websiteoptimizer and log in using your Google account. There are two types of tests that you can run with Google Website Optimizer - A/B Split Tests and Multivariate tests. An A/B Split Test allows you to test two or more pages against each other to nd out which page performs better. The A/B test is great for testing major layout changes, colors, and placement of items on the page.
A Multivariate test allows you to test various items on a single page in a single test in order to nd the best combination of those items. You can, for example, test various headlines in combination with several different images or body copy.
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A/B Testing
An A/B or Split Test allows you to test two or more pages against each other to nd out which page performs better. A/B Testing will help you to : better understand visitor behaviors and priorities when visiting your site. solve specic problems you have with your site pages. dramatically challenge assumptions you may have about the best way to design or write a page.
A/B testing is generally better for rst-time testers as it is the simpler of the two kinds of Google Website Optimizer tests to implement. Its also better if you have low trafc pages that you want to test.
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Setting Up an A/B Test

In order to install an A/B experiment on your website, you need to perform the following steps: 1. Identify the page you want to test and its corresponding conversion page or action. 2. Create and upload alternate versions of your test page. 3. Log into Google Website Optimizer 4. Click on the Create another experiment link above your Experiment List 5. Select A/B Experiment as your experiment type 6. Name your experiment and identify your test and conversion pages. 7. Install the code on the test pages and the conversion page. 8. Preview the experiment. 9. Launch the experiment.
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Installing A/B Code

There are three types of code you will have to install for an A/B experiment: Control Script This script goes at the top of your original test page only. This is the script that decides which version of the page a visitor will see. Tracking Script This script goes at the bottom of both your original test page and each of your alternate pages. This script registers impressions for each version of the page. Conversion Script The conversion script goes at the bottom of your conversion page only. This is the script that will measure conversions for the experiment.
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Reading the Results of Your A/B Test

To see the results of your test, just log in to Google Website Optimizer and from the experiments page, click the View report link next to your experiment. The report will show you how the conversion rate of the new variations compare to your original page and contains the following columns: Status - letting you know if the variation is enabled or disabled. Estimated Conversion Rate - which lets you know in a visual format how well that variation is performing compared t the original. Chance to beat original - which shows you in a percentage form what the chance of that variation is or beating the original variation. Observed Improvement - shows you the improvement over the original. If at any point you notice one of your combinations is performing very poorly despite having a large number of impressions, you also have the option to disable the variation. Simply click on the box next to the variation and click on the Disable button to stop a variation from showing. You cannot disable the original page in this way.
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Part 3: Advanced Testing
Multivariate Testing
Another type of testing availible with Google Website Optimizer is called multivariate testing. A multivariate test is different from an A/B test because it allows you to test dozens of combinations of variations at once. It also allows you to gain some insight as to how certain areas of your page interact with each other.
Multivariate, unlike A/B testing, only requires you to have one test page. Within that page you can dene sections that you would like to test. By pasting code around a section on the page, Google Website Optimizer will randomly switch out content with any additional content that you specify from within the Google Website Optimizer interface. For example, in the diagram below you can see that each of the four visitors are seeing a different headline and image combination. Google Website Optimizer will report on which combination produced the best results based on the percentage of people who make it to the conversion page.
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Multivariate Testing
In order to set up a multivariate test, just follow these simple steps.
After logging in to your Google Website Optimizer account, click the Create New Experiment link and select multivariate experiment type. Name your experiment, identify your experiment conversion pages. If you are installing the code yourself, add code provided within the setup instructions to both your test page and your conversion page. Through the Google Website Optimizer interface, create your variations. Review and then launch the experiment.
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Installing Multivariate Code

There are several Google Website Optimizer scripts that you will need to place on your test page and your conversion page on your site. The Control Script This is the longer Google Website Optimizer script that goes at the top of your test page. The control script is in charge of controlling the progress of the experiment. It is also in charge of making sure that visitors see the same variation consistently. The Section Scripts These scripts are only used for multivariate experiments. Section scripts are used to tag sections of page content that you want to vary in the experiment. Tracking Script This is the Google Website Optimizer script that goes at the bottom of your test page. This script makes sure that the page refreshes are counted properly. The Conversion Script This is the Google Website Optimizer script that goes at the bottom of your conversion page. It is similar to the tracking script, but counts as a goal.
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Multivariate Reports
Page Sections Report The page sections report will show you which variation is winning for each individual section, based on improvement to conversion rate.
Combinations Report The combinations report shows you which combination of elements is having the most positive effect on your conversion rate. The winning combination will often not have the best individual section winners.
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Using Google Website Optimizer with Google Analytics ga.js

If you have Google Analytics installed on your site, and you are using the ga.js version of the Google Analytics Tracking Code there are several modications that you will need to make to the Google Website Optimizer script that you put on your pages.
Step1: The tracking script that you paste on your test page should change from this:
<script> if(typeof(urchinTracker)!=function)document. write(<sc+ript src=+ http+(document.location.protocol==https:?s://ssl::// www)+.google-analytics.com/urchin.js+></sc+ript>) </script> <script> _uacct = UA-XXXXXX-X; urchinTracker(/XXXXXXXXXX/test); </script>
To this:
<script type=text/javascript> var optimizerTracker = _gat._getTracker(UA-XXXXXX-X); optimizerTracker._trackPageview(/XXXXXXXXXX/test); </script>
This code must come after your existing Google Analytics code.
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Using Google Website Optimizer with Google Analytics ga.js
Step2: The conversion script that you would place on your conversion page should change from this:
<script> if(typeof(urchinTracker)!=function)document. write(<sc+ript src=+ http+(document.location.protocol==https:?s://ssl::// www)+.google-analytics.com/urchin.js+></sc+ript>) </script> <script> _uacct = UA-XXXXXX-X; urchinTracker(/XXXXXXXXXX/goal); </script>
To this:
<script type=text/javascript> var optimizerTracker = _gat._getTracker(UA-XXXXXX-X); optimizerTracker._trackPageview(/XXXXXXXXXX/goal); </script>
This code must come after your existing Google Analytics code.
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Using Google Website Optimizer with multiple domains
If you are using different domains, you will need to add a few lines before your standard control script, as well as make some changes to your tracking and conversion codes. Here is what should be added to your control script.
<script type=text/javascript> _udn = enter_value_here; _uhash = off; </script>
YOUR GOOGLE ANALYTICS CONTROL SCRIPT IS HERE
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Using Google Website Optimizer with multiple domains

Other changes to your Google Website Optimizer code include the changes to the tracking script, which look like:
<script type=text/javascript> var optimizerTracker = _gat._getTracker(UA-XXXXXX-X); optimizerTracker._setDomainName(something); optimizerTracker._setAllowHash(false); optimizerTracker._trackPageview(/XXXXXXXXXX/test); </script>
And changes to the conversion script look like:
<script type=text/javascript> var optimizerTracker = _gat._getTracker(UA-XXXXXX-X); optimizerTracker._setDomainName(something); optimizerTracker._setAllowHash(false); optimizerTracker._trackPageview(/XXXXXXXXXX/goal); </script>
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Google Website Optimizer Ecommerce with Google Analytics urchin.js

Its important to note that in order to use Google Website Optimizer with Google Analytics urchin.js on an ecommerce site there is a specifc order to how the tracking scripts should appear. If the scripts are out of order, your revenue data will stop reporting within Google Analytics. The diagram below shows how the scripts should be ordered on the test page and conversion pages.
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Additional Resources and Tools

Using Google Analytics with Google Website Optimizer http://www.roirevolution.com/gwotool Excluding Internal Trafc from a Google Website Optimizer experiment http://www.roirevolution.com/blog/2008/10/website_optimizer_ wednesdays_-_excluding_internal_trafc.html Google Analytics Report Enhancer http://www.roirevolution.com/blog/2008/10/google_analytics_ report_enhancer_updates.html
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Additional Google Website Optimizer Help

If you are still having problems with your Google Website Optimizer tests, there are some additional resources that you can turn to for help. The Google Website Optimizer help center lets you search through articles to nd the solution to your problem. Just go to www.google.com/support/websiteoptimizer to access the help center. You can also reference our blog, www.roirevolution.com/blog for tips and tools related to Google Website Optimizer. For new feature releases and general announcements for Google Website Optimizer you can go to the ofcial Google Website Optimizer blog at websiteoptimizer.blogspot.com. For more information about testing and the important landing page information you can visit the Marketing Experiements site at www.marketingexperiments.com.
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Google Website Optimizer Seminar for Success
Analyzing a Page
Pick any page from your site and use the following questions to test your knowledge: 1. What kinds of trafc are you sending to the page? What keywords and ads did customers click on before seeing the page? 2. What is the objective of the page? 3. What is the value proposition of the company and is it clearly stated on the page and in every step of the funnel? 4. What is the value proposition of the product/offer and is it clearly stated on the page and in every step of the funnel? 5. Do all graphics, fonts, and copy either state or support the value proposition of either the company or the product? 6. Are there any sources of friction/difculty on the page or in the funnel? 7. Is there an incentive, and is it enough to overcome the friction on the page and in the funnel? 8. Is there any potential for customer anxiety on the page or throughout the sales funnel? 9. What can you do to relieve this anxiety?
Notes
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Google Website Optimizer Seminar for Success Notes A/B Checklist 1. Identify the page you want to test and its corresponding conversion page or action. 2. Create and upload alternate versions of your test page. 3. Log into Google Website Optimizer. 4. Click on the Create another experiment link above your Experiment List. 5. Select A/B Experiment as your experiment type. 6. Name your experiment and identify your test and conversion pages. 7. Install the code on the test pages and the conversion page. 8. Preview the experiment. 9. Launch the experiment. Multivariate Checklist 1. Identify your test page and the corresponding conversion page. 2. After logging in to your Google Website Optimizer account, click the Create New Experiment link and select multivariate experiment type. 3. Name your experiment and identify your experiment conversion pages. 4. If you are installing the code yourself, add code provided within the setup instructions to both your test page and your conversion page. 5. Through the Google Website Optimizer interface, create your variations. 6. Review and then launch the experiment.
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Table of Contents

Google Website Optimizer

Factors that A ect Conversion Rate 11

2008 ROI Revolution, Inc. All Rights Reserved.

Part 1: Intro and Conversion Principals

2008 ROI Revolution, Inc. All Rights Reserved. 1

Google Website Optimizer Seminar for Success Notes

Conversion Rate from a Business Perspective

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

Why Test Landing Pages?

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

Which Pages Should You Test?

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

Using Your Resources - Analytics Tools

For more information or to sign up for Google Analytics, visit www.google.com/analytics.

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

Using Your Resources - Web Analysis Tools

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

Using Your Resources - Web Analysis Tools

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

Using Your Resources - Survey Tools

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

Factors that Affect Conversion

Factors that Affect Coversion Rate

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

Expressing a Value Propostion

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

Google Website Optimizer Seminar for Success Notes

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

Reducing Sales Friction

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

Free product with purchase incetive:

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

2008 ROI Revolution, Inc. All Rights Reserved.

Google Website Optimizer Seminar for Success Notes

Layout and Call to Action

2008 ROI Revolution, Inc. All Rights Reserved.