Google Website Optimizer Essentials

Introduction
Welcome

1. Introduction to Conversion Testing
The history of conversion testing
Testing in other mediums

2. Post-Click Optimization
Learning the conversion lifecycle
Understanding the anatomy of a split test
Learning the economics of testing
Who should we listen to?

3. Selling Testing in the Organization
Positioning testing in your organization
Testing as a culture

4. Classifying Website Optimizer
Understanding architecture types
Setting the design of experiments
Using the adaptive model (auto-pruning)

5. Testing Types
Sequential (and its flaws)
Understanding A/B/N testing
Explaining multivariate testing
Using split-path testing
Testing progression and when to use what

6. Identifying Test Pages
Finding weak points with web analytics
Finding a losing page
Finding a popular page
Finding a high-value conversion
Using visual analytics
Using form analytics

7. Estimating Sample Size
Understanding sample size
Factors that influence sample size
General rules and tools to use
Website Optimizer's physical limitations

8. The Basics of Website Optimizer
Understanding what Website Optimizer does
Why it shouldn't match your analytics numbers
Learning what Website Optimizer doesn't do
Creating an account
Does it hurt my SEO?
Does it hurt my quality score?

9. Building Real Tests
Running an A/B test (demo)
Running a multivariate test (demo)

10. Reading Reports
Defining basic report elements
Working with the Variations/Combinations tab (A/B and multivariate testing)
Working with the Page Sections tab (multivariate testing)
Exporting options (PDF, XML, CSV, TSV, print)
Understanding general UI features
Working with over time charts
Choosing a winner with estimated conversion rates

11. Validation and Follow-Up
Wait, wait, wait
Running follow-up experiments with Website Optimizer
Working with other tools for additional analysis

12. Advanced Page Validation
Situations where page validation fails
Reviewing alternatives with Website Optimizer
Previewing outside the Preview tool

13. Website Optimizer with Google Analytics
Why do we integrate with Google Analytics?
Integrating Analytics with A/B tests
Integrating multivariate tests with Analytics
Case study: Catalogs.com

14. Advanced Techniques
Testing with multiple pages
Site-wide concept testing
Handling dependent sections
Case study: Bonobos

15. Non-Pageview Goals and Conditional Testing
Conditional conversion tracking
Seeing results in the case study
Conditional testing

16. Testing Across Sub- and Top-Level Domains
Updating Website Optimizer code (x-subdomain)
Updating Website Optimizer code (x-top-level domain)
Goal abstraction

17. The Website Optimizer Provisioning API
Overview and resources for more information

Conclusion
Goodbye