Personalize Landing Pages with Google Optimize Query ...

Personalize Landing Pages with Google Optimize Query Parameters · Step 1: Create Custom URL · Step 2: Create New Experiment in Google Optimize · Step 3: Create New ... Articles Podcasts LogIn StartForFree share Home Articles Optimization PersonalizeLandingPageswithGoogleOptimizeQueryParameters LearnhowtotestmarketingcampaignlandingpagemessagingwithGoogleOptimizeinminutes. BradRedding BradReddingistheFounder&CEOofElevar.Specializinginanalytics,tracking,GTM,andconversionoptimization. WhenIwasbornI’mprettysurethefirstwordsmydoctorsaidtomewere: “Son–ifyourlandingpagecontentdoesn’tmatchyouradvertisingmessagingthenyou’regoingtolosealotofmoney.Don’tforgetthat.” WhoamItoignoremydoctor’sadvice??! HowcanIapplythisadvicetomyFacebookandInstagramprospecting? Enter:GoogleOptimizequeryparametertargeting. I’veusedOptimizely,Monetate,DynamicYield,VWO,Qubit,andConvert.comovertheyearsbutthereissomethingaboutthesimplicityofGoogleOptimizethatIlove.Isitperfectandallowforallofthedynamicpersonalizationthatsomeoftheseothertoolsallowfor?Hellno. But–ithassomereallyniftyfeaturesthatareeasytotakeadvantageofandhelpmelearnmoreaboutmymarketingefforts.Ifyouarejustdabblingina/btestingortryingtolearnwhatmessagingresonateswithyourusersthenGoogleOptimizeisperfect. I’mgoingtodemonstratethebasicsofcreatingana/btestwithGoogleOptimizethatpersonalizespagecontentviaqueryparametertargeting. DIYeCommerceUXAudit DownloadourFREE117pointUXauditthatyoucanapplytoyourownwebsite. TheUseCase Ihaveanexistinglandingpagecalled“eCommerceDashboards“. Ithascontent(textandimagery)fromourElevarappthatisfairlygenericaroundthiskeyphrase. I’mdrivingtraffictothispageviaFacebookbytargetinganaudiencewithaninterestGoogleAnalytics&eCommerce.Hypothesisbeing..ifyou’reinterestedinGAthenyou’lllikedashboards. MyadcopyisfocusedonGoogleAnalytics(e.g.“automateGoogleAnalyticsanalysis”).Soifusersclickonthisad(aboutGoogleAnalytics)ITHINKthatuserswillreactbettertoalandingpagewherethecontentmatchestheadcontent. Step1:CreateCustomURL Thisisthemostcriticalstep–IneedtoensuretheURLI’mlinkingmyadvertisementtohasautm_contentqueryparameterof“google_analytics”thatI’mgoingtouseformyGoogleOptimizetesttargeting. Ifyou’reusingatoollikeAdEspressoorsomethingsimilarthenyou’reprobablyconfiguringtheGAutmparameterswithintheapp,butthescreenshotbelowshowsthegoodole’fashionedwayusingtheurlbuilder. Related:Whyutmparametersarecriticalformasteringmulti-touchattribution  Step2:CreateNewExperimentinGoogleOptimize NowI’mgoingtoheadovertoGoogleOptimize>CreateanewExperiment>andsetmyfancyutmenabledURLasmyexperimenteditorURL: Step3:CreateNewExperimentVariant Inthisstep,I’mgoingtomodifytheoriginalversionofthispage.I’mswappingouttheheadlineandprimaryimageoutforsomethingabitmorerelevanttoGoogleAnalytics. Here’stheoriginalversionofthepage,showninGoogleOptimize: AndhereisthevariantwhereI’veswappedouttheheadlinetextandimage: Youcanseetheboxinthebottomrightcorner(“EditElement”)thatIusedtochangethecontentandimage. Step4:SetQueryParameterTargeting Now,I’mgoingtomoveontomyconfigurationsettingsandspecificallytheTargetingoption. Ileavethe“who”%setat100%andmoveontothe“when”sectionbelowandselect+CreateRule. IgetthedrawerfromtherightthatslidesoutandselectQueryparameterasmyrule: NowIcansettheutm_contentparameterIcreatedinstep1of“google_analytics”: Ifyouhaven’tcreatedaqueryparameteryetthenyou’llbepromptedtocreateanewone. You’llseeIcheckedmyrulebyinputtingtheURLfromstep1whichvalidatedandthenIusedadifferentURLthatIexpectedtofail. Step5:ObjectivesConfiguration Mylaststepbeforelaunchingthistestistosetmyobjectives(i.e.KPIs)formeasuringthistest.I’vechosenbouncesandcontactformsubmissionsforthisparticulartest. IchosebouncesasmyprimaryKPIbecauseIwantusersthatenterthesiteviamyGoogleAnalyticscampaigntogodeeperintoourfeaturespagesandlearnabitmoreaboutus. Itwouldbeawesomeifsomeonesawanad=>signedupontheirfirstvisitbutI’mnotthatnaive:). Weliveinamulti-touchworld!Sobouncesisanicemicro-conversionthatcanhelpproducestrongerretargetingresults. Step6:LaunchTest! Mya/btestisreadytogosoI’mgoingtopublishthisandthenheadovertoFacebooktoenablemycampaign.Andgrabmypopcorntowatchtheresults🙂 Afewcaveatstopointout: Whenauserlandsonthepage,isbucketedintothevariation,navigatestoa2ndpage,andgoesbacktothepagewithouttheutm_parametersintheURL,thentheywillseetheoriginalpagevariation.Alittleodd..butnotahugedealtomeforthisexample(theytooka2ndactionafterlandingonthesite). Thisexampledoesnotscalewellacrossalotofcampaignsandcontentchangesbutit’sgoodforafewatatime. Ifyouhaveseveralcampaignspointingtothissamepagethenanotherwaytosetthisupwouldbetocreateadditionalvariantsmixingandmatchingcontent.Sometimesyou’llbesurprisedattheresults. Thereyouhaveit!Aneasywaytocreateana/btestusingtheQueryparametertargetingrulewithinGoogleOptimize. Happytesting! RelatedArticles: HowtosetupGoogleOptimizeinShopify Howtoa/btestShopify’scheckout 5AwesomePaidSearchReports DIYeCommerceUXAudit DownloadourFREE117pointUXauditthatyoucanapplytoyourownwebsite. ConversionRateOptimizationRealWorldExamplesUTMParameters Pingback:funkymedia Pingback:cvvdumps Pingback:ล่องเรือเจ้าพระยา LeaveaReplyCancelreplyYouremailaddresswillnotbepublished.Requiredfieldsaremarked*Comment*Name* Email* Website Youmayalsolike eCommerce SimpleandProvenWaystoEnsureYourOffersareSeenbyShoppers Creatingpersonalizedandrelevantcampaignsisimportantinengagingcustomers.Inthisblog,welookatafewwaystomakesureyourcampaignsareseenbythetargetedaudience. Readmore Optimization StrategyofWeek:UMZUEmailOptimization&AerieBundling SeeUMZU’samazingpost-purchaseemailupsellinaction. Readmore Optimization 3WaysToOptimizeProductOptionSelectionsonProductDetailPages 3provenwaystooptimizeyourproductoptionselectionsonproductdetailpages Readmore ZoomQ&A:IsYourGA4TrackingReady? SignUp