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Checking Conversion Rate Optimization Through Google Adwords  By
Ravi VenkatesanIf you have a Google Adwords account, you have access to the Website Optimizer tool that is a very nifty application to get a great idea of the Conversion Rate Optimization (CRO). PPC campaigns nowadays do not come cheap and the crucial factor is to keep track of the conversion rate of your sales funnel. The actual conversion process involves testing a landing page leading to a signup or filling in of a form or a thankyou page in the event of a successful sale of a product. With Website Optimizer, you can set up experiments that involve Multivariate testing or A/B testing to track which version of the landing page is pulling in the desired results. The top ranking of a client's website on the Google SERPs is often used to justify the success of a SEO firm's efforts. Clients are also obsessed with their site rankings especially in the face of their competitors flying high on the SERPs which is a pretty natural human reaction. But rankings are not the ultimate way of judging the success of a website. Conversion of visitors into customers or visitors taking the necessary action is an ideal way to measure the success of a site's SEO or PPC efforts. The testing I did for a client involved switching between an original landing page and a completely new landing page in a PPC campaign. This is an example of A/B testing which is simpler version of testing with Website Optimiser. It is ideal to start with this test if you have lower traffic volume and gain faster results. The conversion in my experiment involved filling in a form. Multivariate testing involves using the same landing page with changes to headings, call to action, placement of menu items, logos etc forming the variation of the original page. In effect, you are testing between variations of the same page to see which one results in the user taking the desired action and hence achieving the optimum measure of conversion. When setting up the A/B experiment, fix the original landing page and a new landing page without any room for doubts as you will switch the traffic between these two pages. Then the conversion page is the page with the form that needs to be filled. It is handy to have a printout of the Website Optimizer help section for reference.
Steps to follow when setting up the experiment: 1) Choose your original landing page (let us denote it as OLP) 2) Create a totally different landing page (this is an A/B test) (denoted by DLP) 3) Choose your conversion page (denoted by CP) 4) Now comes the crucial part of installing the tags. These are pieces of javascript code that need to be installed on the different pages. a) The control script is installed only on the original landing page, placed just after the head tag. b) The tracking script is installed immediately before the closing body tag on all the three pages namely, OLP, DLP and CP. 5) Website Optimizer's validation tool will check for errors in the installed tags. It does this in two ways. You can provide the URLs to your original and variation landing pages and the conversion page. If these pages are externally visible, Website Optimiser will access them and point out errors if any. Continue reading this article.
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