Hi everyone, I'm Krista Seiden,
Analytics Advocate at Google and in this Quick Tip
video I'm going to walk through several
examples of what you might want to test
you are a publisher. So with that let's
go ahead and jump right in.
So on your screen right now you will see an
example of a publisher website.
This is online behavior; it is a publisher
website that focuses on posts about
analytics and optimization.
So you can do this as the above the fold view,
and if you want to scroll down this page
you would see a bunch of different posts
linking out to different content as well
as on the right-hand side a search box,
a newsletter signup box where you can sign
up for online behavior insights, as well
as some ads and other things as you
continue down the page. So fairly typical
example of what a publisher website
might look like.
So let's go ahead now and look at a few
examples of what you might want to test
if you are a publisher.
So first I'm going to talk about that newsletter
signup box. So there's a lot of potential here,
if you're publisher you very likely
have a newsletter subscribe box. You want
subscribers for your site to ensure that
you can reach out to them, and engage
with them, and bring them back to
continue consuming that content.
So few things you might want to change on this box.
You can try simplifying text and bullet points.
You can see in this example we actually have
three bullet points on this online behavior inside
subscribe box. Perhaps we only need one or two,
or not at all, and we can reduce
the text that is in that box.
You might want to try changing the Subscribe CTAs.
so you can see in this
example we have Subscribe to Newsletter.
Perhaps you just change that to
Subscribe and increase the font size.
You could also try moving that Subscription
box around on the website. Right now it's
below the fold on the right-hand side.
You can try moving it up above the
fold or in different areas in the site.
And finally you could also try reducing the fields
required to sign up to just email.
In this case you see e-mail is required and name is not.
Perhaps removing that name field
altogether because it's not necessary to
be able to engage with somebody for a newsletter,
and see if that helps to increase
the sign up rate for your newsletter box.
So the next thing I wanted to mention was
Engagement CTAs. As we saw on the site
there's a lot of different posts linking
out to additional pages with the full
article content, and right now on the site
it has a CTA of Read More, and perhaps
that works well, but perhaps there's
something else that might work even better.
So you can see here I've replaced
that with Continue Reading.
You can try out a bunch of different CTAs and try to
find the right one for your website.
So finally I wanted to actually walk you
through a full example of setting up
test and optimize with a Leaderboard Ad Box.
So on the online behavior site above the fold
the very first thing you see right
below the navigation bar is a big ad box.
So in this test we would like to
increase engagement with subscribers by
targeting first-time visitors, and our
hypothesis is that if we make the
subscriber panel more prominent on the
homepage by replacing that leaderboard
ad box with it will increase the number
of subscribers and increase our
returning visitors. We actually know that
about 75 precent of visitors to this website
are new, and so we want to acquire as
many of them as possible as subscribers.
So where do we want to launch this test?
We have a couple of options, we can
launch it on all pages on the online
behavior website, so that's one option,
or we could target it to just the homepage,
or just the highest traffic page on the site.
So for simplicity we're just going
target it to the homepage in this case.
Then we need to look at the number of variations.
Now I would like to have two
variations plus the original.
The original is going to be the baseline content,
we don't change anything about that one,
but then number two is going to
have no ad, and we're not going to
replace it with anything. So everything
on the website is just going to go ahead
and move up the page a little bit
when we get rid of that ad box.
And then the third variation is going to have no ad,
but instead of getting rid of that
content space we're going to move the
subscription box from the right-hand side bar
into that top panel, and see that
if we put that subscription box
front center, if we can really drive the subscriptions up.
We're going to target this test
to only our first time visitors,
and finally our goal is going to be tracked
with our Google Analytics goal of
newsletter signups.
So to give you an idea of what that might look like
I have it here on your screen. You can see on
the left-hand side I've highlighted that
leaderboard ad box. We're going to
replace that with that subscription box
that you see now on the right-hand side
version of that website.
So just wanted to leave you with a few other ideas that
you might want to look for try testing out,
if you're a publisher. So you might want
to try out different imagery,
real life photos or animation, product-specific photos,
or target specific,
you might want to align it with real-time events,
really try switching out that imagery on
your website and see if one type might work
better for you than another.
Headlines are always a great thing to test.
Really targeted headlines to your
audience generally do pretty well on websites.
You might want to look at your conversion funnel.
For drop-off you would analyze
the different steps that funnel and see
if there's any one area where people are
dropping out significantly and then try
to optimize that area.
And finally it's always good to look at
high pageview but low conversion rate
pages and low pageview but high
conversion rate pages to see if there's
something that you can do there to help
increase your conversions for your site.
So there you go.
There's several ideas if you are a
publisher to go ahead and try testing
out with Google Optimize.
Hopefully you can go ahead and get started.