How to increase conversion rate and sales with Google Optimize 360
Google optimize 360 provides you capability with an advanced sets of features that you can use for personalization, A/B and Multivariate testing. The ultimate goals of the markets are optimizing user experience, behaviour, engagement which finally leads to increase sales and conversion. Let’s discuss how Google optimize 360 can help you to take the user experience to the next level and increase ROI.
Segmentation and Personalization for Content Heavy websites
There are similar products already available in the market like Adobe Targets but Google Optimize 360 seems to be more powerful since it has the built in integration features with other products of Google Analytics 360 Suite. You can even change a complete look and feel of a page and create a different view for different sets of user. Before using optimise 360 you should fist analyse your data, website and create plans.
Bounce Rate: Analyse the bounce rate for the landing pages. There are many issue which cause high bounce rate, some of them are common like high load time, non-mobile friendliness, high script size, increased numbers of requests and high server response time etc. These are very basic and can be easily identified and fixed. Let’s keep them aside and think beyond of it.
Content Relevancy: analyse all the high bounce rate landing pages and co-relate them with diffent dimensions like Age Group, Gender and interest. Go deeper and analyse those pages further where bounce rate is very high for a specific age group or gender. Now think, are these pages relevant for that particular set of user or segment? Will that segment show interest in that content or not? You can understand with an example,
If you are showing beauty related content to all users then you might noticed below trend in your web analytics tool. Female users have very less bounce rate for beauty content whereas male have higher. Female user spent more time on the site compare to male.
You can further analyse the same data with age group and by interest. Come out with some conclusion and facts to create audience segments and personalization. You can serve content based on user demographic characteristics for landing pages. Personalisation can be done as per Male vs Female users, diffent age group like 10 to 20, 20 to 30, 30 to 45, above 45 and as per interest category. So when user come next time on your website, they notice a new look and personalized experience.
There can be lots of other metrics and dimension that can be used to create various experiences like geographic, browsing and buying behaviour, campaign targeting etc. Keep analysing your data and create segmentation and personalization. Never stick to a single design and thought instead always take important decisions based on A/B testing, multivariate testing and personalization etc with the help of Google optimize 360.
Segmentation and Personalization for eCommerce Website
Let’s now understand this with another example of eCommerce website, Firns and Petals which deals in online cards, cake, flowers for various occasions. If a set of user transact on this site on their Anniversary and repeat again after 365 days then there would be a great possibility that they would have come there again for the same reason. This time you can provide them personalized experience and increase your changes to convert more? Below is the default user experience (Home Page) which every user see when they lands on the home page. But in 2nd personalized experience, right hand side box provide them everything related to Anniversary.
Default Experience – Conversion Rate 2%, Bounce Rate 30%
Personalized Experience – Conversion Rate 4%, Bounce 15%
Segmentation and Personalization for Telecom website
Let’s say you want to optimize user experience and conversion rate for International roaming. If a user want to recharge for International roaming then he can either land on the roaming landing page by SEM or organic results. But what he land on your home page? In that case, you can easily show targeted content by customizing home page. you can create a condition where user come from abroad and land on your home page, change the home page content like banners and links which take them directly on international roaming landing page and you are done.