ConversionWorks team run two Google Workshops
Last week the ConversionWorks team were down at Google’s London office running two workshops aimed at giving Adwords clients a useful insight into the latest multivariate testing and web analytics techniques.
Some of Britain’s leading retail and finance companies attended the two workshop sessions, which focussed on techniques for improving website return-on-investment (ROI). A crucially hot topic in today’s tough economic times.
Advanced techniques for multivariate testing
Understanding how to get the best results from multivariate testing requires a solid understanding of the techniques and frameworks available. To see real sustained improvements in your site’s conversion rate you need a testing programme as opposed to the odd occasional test.
Our first workshop session showed the best techniques to use for identifying precisely where and what to test – equipping Goolge’s clients with the knowledge they need to make multivariate testing both easy and successful.
Moving on from ‘last click wins’
The second workshop focussed on the importance for marketing managers to be moving on from ‘last click wins’ – the standard mechanism for measuring website ROI.
‘Last click wins’ assigns all the credit for a sale or conversion to the last referring website before the customer converts. In practice people make several visits to a website, often carrying out weeks of research and multiple searches before eventually converting. Giving 100% of the credit to the last click made before conversion makes little sense and typically leads to bad marketing decisions.
ConversionWorks has developed a ‘Super Cookie’ for Google Analytics that not only records the last click before a sale but also keeps a record of all the clicks (and therefore visits) a user makes in the weeks and months leading up-to a sale.
“We wanted to demonstrate the power of the ‘Super Cookie’ and full click path analysis in getting a clearer and more accurate idea of how your visitors interact and find your website leading up-to a sale. Our pilot projects with the new advanced tracking cookie have already allowed us to considerably improve the performance of our Adwords campaigns.
Better analytics and a better understanding of how your marketing is performing are crucial for anyone making decisions about where best to spend that budget”
Russell Sutton,
MD at ConversionWorks.
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